Working with our partners, ITAC has conducted a number of industry research projects. This research is undertaken as part of ITAC’s commitment to understanding the current state of the Indigenous tourism industry within Canada. The findings of the research is used to shape our programs and guide our work into the future.
COVID-19 Driven Interest Assessment of Canada’s Domestic Market
With the COVID pandemic shifting travel domestically in 2020 and more than likely also for 2021, Indigenous tourism businesses can significantly grow their local Canadian traveller base, according to a study by Insignia Research.
The Impact of COVID-19 on Canada’s Indigenous Tourism Sector: Insights from Operators
The Conference Board of Canada (CBoC) research conducted in partnership with the Indigenous Tourism Association of Canada (ITAC), shows that, compared to 2019, Canada’s Indigenous tourism sector will experience a 65.9 percent decline in direct GDP (down to $555 million) and a 59.4 percent decline in employment (down to 14,624 jobs) in 2020, due to COVID-19 and the global tourism industry grinding to a halt.
Economic Impacts and Insights
The Conference Board of Canada (CBoC) and ITAC have partnered to conduct joint research into the size and impact of the Indigenous tourism industry in Canada. The full report has been released, highlighting five key findings in the research.
2019 Market Snapshots
Destination Canada and ITAC partnered on international market research looking at the activities of travellers as well as their interest in Indigenous tourism experiences in Canada. The research covered 10 countries in Asia Pacific, Europe, India and North America and also includes a domestic market snapshot.
Sentiment Analysis Summary
ITAC partnered with Destination Think! to conduct a tourism sentiment index specific to Indigenous tourism in Canada. The resulting conversation sentiment score is a measure of ITAC and its membership’s ability to generate positive word of mouth around the indigenous tourism offering in Canada.