Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC — From November 12 to 14, 2024, the Indigenous Tourism Association of Canada ITAC joined Canada Showcase Europe in Paris, France, hosted by Destination Canada. This tourism trade show brings together Canadian suppliers with European tourism professionals over a three-day marketplace to promote Canadian destinations, tourism products and experiences. The event aims to help Canadian suppliers enhance sales and business relationships with important tour operators and travel agents in the European tourism industry through the networking events included in the program.
Marketing Objectives: Travel Trade Appointments
With a focus on promoting Indigenous tourism and making meaningful business connections, ITAC proudly showcased the diverse and vibrant Indigenous experiences ITAC and its member businesses have to offer. Representing ITAC were Markus Kruse, Sales & Travel Trade Manager, and Tamara Littlelight, Director of Marketing. Both engaged with over 55 French, UK, German, and Dutch travel trade professionals during the three-day event, taking appointments and showcasing Indigenous tourism in Canada and some of ITAC’s The Original Original Accredited member businesses.
Provincial and Territorial Indigenous Tourism Partners
The centre of this showcase lay in the participation of Provincial and Territorial Indigenous Tourism Partners and the Indigenous tourism operators who were in attendance, including:
Indigenous Tourism British Columbia
Newfoundland and Labrador Indigenous Tourism Association
Indigenous Tourism Business: The Original Original Accredited
Together, this group demonstrated the breadth and depth of Indigenous tourism experiences, highlighting the stories, culture, and traditions of Indigenous experiences from Canada and offering a glimpse into the rich heritage that awaits visitors.
Empowering Canada Specialists: ITAC Presentation
On November 13, ITAC was honoured to present at the Canada Specialist Program (CSP) Training Event, in collaboration with Indigenous Tourism British Columbia and Sea Wolf Adventures. Together, they highlighted the growth and vibrancy of the Indigenous tourism sector to key French tour operators. The CSP training prepares its members to serve as Canada Ambassadors, providing them with in-depth knowledge to promote Canadian destinations during peak booking seasons.
Expanding Opportunities in Germany
From November 19-21, 2024, following the showcase in Paris, ITAC’s Sales & Travel Trade Manager, Markus Kruse, will continue to raise awareness of Indigenous tourism in Germany as part of Destination Canada’s Team Canada Key Account in-house training. As part of a three-city tour, Markus will visit Frankfurt, Hannover, and Berlin, connecting with leading German tour operators to strengthen international partnerships further.
Strengthening Connections in European Markets
ITAC’s participation in these events reflects its ongoing commitment to growing Indigenous tourism internationally. By engaging with European markets and showcasing Indigenous stories, traditions, and cultures, ITAC continues to elevate Canada’s position as a world-class destination for authentic Indigenous experiences through The Original Original Mark of Excellence and to help make Canada the world leader in Indigenous tourism by 2030.