Algonquin Anishnaabeg Territory (Ottawa, ON) – The Indigenous Tourism Association of Canada’s (ITAC) presence at the Tourism Industry Association of Canada’s (TIAC) Tourism Congress in Ottawa on November 21 and 22, 2023, marked a pivotal moment for the advancement of Indigenous tourism in the country. As a platinum sponsor of the Tourism Congress, ITAC played a significant role in shaping the narrative of Indigenous tourism at the event. Additionally, ITAC sponsored the esteemed Indigenous Tourism Award in collaboration with TIAC’s Canadian Tourism Awards.

“The Tourism Industry Association of Canada’s 2023 Tourism Congress marked a significant chapter in the journey towards advancing Indigenous tourism and this industry’s role to support reconciliation in Canada. ITAC provided three options for the tourism industry to contribute to these goals. Attendees were presented information about the new Indigenous Tourism Destination Fund, which is designed to create an estimated 800 new Indigenous tourism businesses across Canada. Delegates also have the opportunity to achieve an ITAC certificate for Indigenous Tourism Reconciliation Training. Finally, delegates were encouraged to attend the next International Indigenous Tourism Conference on February 26th – 28th in Ottawa. We have unprecedented domestic and international consumer demands, and now is the time to create practical ways for the tourism industry to work more efficiently and effectively with Indigenous communities and our Indigenous tourism industry in Canada. We must be more than land acknowledgements and platitudes; it is time for action.” 

– Keith Henry, President and CEO, Indigenous Tourism Association of Canada

Here are the key highlights of the 2023 edition of TIAC’s Tourism Congress:

1. Diverse Participation

With nearly 500 attendees from the tourism industry, the Tourism Congress is a gathering of Canada’s top tourism industry professionals sharing ideas and collaboration opportunities. Notably, Provincial and Territorial Partner Indigenous tourism partner Indigenous Tourism BC and several Indigenous tourism partners, including representatives from Indigenous Tourism Alberta and various ITAC members, including Enoch Cree Nation, Klahoose Wilderness Resort, Wanuskewin Heritage Park and NK’MIP Cellars, were also present, fostering a sense of unity and shared purpose.

2. Inclusive Indigenous Content

The emphasis on Indigenous content and inclusion was a standout feature of this year’s event. This spotlight not only celebrated the importance of Indigenous tourism operators in Canada but also demonstrated a commitment to inclusivity within the broader tourism landscape.

3. Recognition of ITAC’s Significance

Throughout the Tourism Congress, ITAC received well-deserved recognition as a key national body and sponsor. This acknowledgment underscores the association’s vital role in shaping the future of tourism in Canada, particularly in championing Indigenous perspectives and tourism experiences.

4. Federal Political Engagement

The strong presence of federal political figures at the event indicates the growing importance of the tourism sector on the national agenda. This offers promising avenues for collaboration between the association and government bodies, fostering an environment conducive to change and development.

5. Networking Opportunities

The Tourism Congress provided an ideal platform for ITAC to engage in robust networking, particularly with partners such as Parks Canada and other key industry stakeholders. These connections are instrumental in amplifying the association’s influence and expanding the reach of Indigenous tourism initiatives.

6. Canadian Tourism Awards Emcee

ITAC’s Director of Partnerships, Teresa Ryder, played a pivotal role as the co-emcee for the Canadian Tourism Awards alongside TIAC’s Senior Director of Communications and Media Relations, Michel Boyer. Teresa’s exceptional performance reflected the association’s commitment to excellence and showcased the association’s leadership within the tourism community.

Tourism is Reconciliation in Action

The highlight of ITAC’s presence at TIAC’s Tourism Congress was the opportunity to present their vision for reconciliation in the Canadian tourism sector. The ITAC team crafted a compelling presentation featuring three key themes:

1. Participation in the Indigenous Tourism Destination Fund

ITAC aims to bolster support for sustainable and community-driven Indigenous tourism projects across the country by encouraging stakeholders to actively engage with the new Indigenous Tourism Destination Fund.

2. Registration for Truth2Action, ITAC’s Reconciliation Training Program

The introduction of the Truth2Action Training signifies a commitment to fostering understanding and respect between Indigenous and non-Indigenous stakeholders within the tourism industry.

3. Sponsorship or Registration for the 2024 International Indigenous Tourism Conference

Highlighting the upcoming International Indigenous Tourism Conference in February 2024, ITAC extended an invitation for sponsorship and participation. This conference serves as a crucial platform for sharing insights, fostering collaboration, and driving positive change within the Indigenous tourism landscape in Canada and beyond.

Cheers to a fantastic edition of the 2023 Tourism Conference! A special thank you to Teresa for her outstanding leadership as the ITAC representative on the TIAC Board of Directors. As the industry continues to evolve, ITAC’s initiatives underscore the importance of collaboration, understanding, and respect in building a more inclusive and vibrant tourism sector for all Canadians.