ATAC Formally Establishes its New Name as the Indigenous Tourism Association of Canada

Reflecting an increased scope and national role, the Aboriginal Tourism Association of Canada formally establishes its new name as the Indigenous Tourism Association of Canada

Nov. 7, 2017, Tsuut’ina Nation, Treaty 7 Territory (Calgary, Alberta) – The Aboriginal Tourism Association of Canada’s Board of Directors and leadership team announced a name change to the Indigenous Tourism Association of Canada.

An Indigenous Tourism Association of Canada (ITAC) member survey from April 2017 indicated that 80 per cent of responses prefer the organization use, “Indigenous,” instead of, “Aboriginal.”

“The name change reflects what our members want, and also responds well to the visitor research conducted with Destination Canada this fall on our largest visitor market— the USA,” says Keith Henry, President & CEO of the Indigenous Tourism Association of Canada.

Research has shown that the US travel consumer’s understanding of, “Aboriginal,” was low. As well, the name change responds to the growing international awareness of Indigenous tourism in Canada. Finally, it differentiates Canada’s tourism product from competing destinations, such as Australia where the term, “Aboriginal.” has broader acknowledgement on an international scale.

While the Indigenous Tourism Association of Canada uses Indigenous as a blanket term when referring to all Indigenous peoples of Canada; whenever possible, ITAC will use an individual or community’s nation, language or proper name, as preferred or directed.

About the Indigenous Tourism Association of Canada
The Indigenous Tourism Association of Canada (ITAC) was formally established as a national non-profit Indigenous tourism industry organization in 2015. Today, ITAC includes representation from 15 Indigenous tourism industry representatives and organizations. Through a unified Indigenous tourism industry voice, ITAC focuses on creating partnerships between associations, organizations, government departments and industry leaders from across Canada to support the growth of Indigenous tourism in Canada. For more information, visit www.indigenoustourism.ca.

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Media contacts:
Brian Cant, Beattie Tartan: 250-592-3838, 250-888- 8729 (cell) or brian.cant@onlybeattie.com
Keith Henry, ITAC: 604-639-4408 or keith@indigenoustourism.ca

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