Photography Subsidy Program

Images bring stories to life. But the choices that we make when we visually represent our communities have far-reaching effects; going beyond just showing what we do, to shaping how we are perceived.

ITAC’s brand aims to tell many different stories, encompassing the diversity of Indigenous nationhood which thrives across Canada. By moving beyond stereotypical images of Indigenous peoples ‘stuck’ in history we can show our communities as they really are: diverse, authentic, empowered and current.

Click here to download this information in PDF format. 

Tourism Photography

Indigenous tourism businesses offer rich, vibrant travel experiences and destinations that showcase a modern and authentic culture. These travel experiences are unique in the industry and strong imagery can help to tell the story of your business, community and people.

Travelers are constantly in search of inspiration for their next vacation. How you present your business on all platforms matters, because you can be seen by your next potential customer at every turn – websites, social media, in print and across all advertising. These images are essential to communicate the authenticity, diversity, and richness of Indigenous tourism experiences and as a result, your businesses and communities.

Photos are a commodity that must be maintained and updated. They are crucial to communicating what the visitor will experience at your business, and an essential part of all promotional tools: magazine, website, social media, newsletter, packages and more. Theses photos become the reflection of your brand and through our specific style, we hope to increase the recognition and the interest in Indigenous tourism experiences across the country.

Photo Subsidy Information

If your business is an Indigenous Tourism Association of Canada (ITAC) member that has purchased the optional Marketing Upgrade, ITAC will reimburse up to $500 of the cost of professional photos of the experiences available at your tourism business. This amount should go towards the costs of a professional photographer for one day and include an image bank of between 20-25 high-resolution photos. All photos must be rights-free, made available for ITAC’s use, and created according to the standards outlined in ITAC’s Brand Guidelines for Photography. It should be noted that these photos will be jointly owned by ITAC and your business.

Subsidy Requirements

  • Any models or people who can be identified in the photo must sign a release which is to be provided to ITAC
  • Hire a professional photographer and ensure the copyrights of the images are without conditions of time and use
  • Follow ITAC’s Branding Guidelines for Photography
  • Invoice ITAC for the reimbursement amount (up to $500), and provide a receipt from the professional photographer.
  • Send all related photos in high resolution to

Photography Guidelines

Main Photos

  • Main photos focus on people as a way to showcase potential visitor experiences across Canada.
  • It is based on a sense of welcome, it should reflect what it is like to live, work and learn through your experience and make people want to visit your area. All images should support the brand values: vibrant, living culture, diverse, authentic.
  • Imagery should be real-life scenarios that depict indigenous people going about their day-to-day. It should feel warm, friendly, and engaging, and make you feel that you will be welcome if you visited the area.
  • The experiences we highlight are authentic and the people who visit them have incredible personal experiences. We aim to capture these moments and tell a story with an image.
  • Mood: Fun, Relax, Casual, Friendly, open

People Photos

  • Shots should be simple, direct and feature real people, not fashion models.
  • They should show interaction to reflect the relationship between people.
  • The people captured can either be looking off camera or giving direct eye contact.
  • People should look positive, approachable and natural with an appropriate mix of race, age, and gender to reflect the area.

Support Photos

Support images provide an overview of a given location. These more detailed images or beautiful landscapes show off the major attractions and what gives life to your experience. These images may or may not contain people. The purpose of these images is to illustrate the details and locations of a given tourism business and to reinforce the main photos.

Minimum Required Specifications

  • Formats: JPG or TIFF
  • Minimum Dimensions: 7874px x 5908px
  • Minimum Resolution: 300dpi (print-ready)

Additional Information & Photography Tips

People are at the heart of everything we do. Make people the focus of your pictures.

Indigenous tourism needs to have Indigenous peoples! Use people to tell your modern-day stories. Focus on what is happening now, rather than trying to illustrate a disconnected history. Our people and our stories are our best assets; putting people— rather than places— at the heart of our images helps lift the narrative and transform it into something unique.

Avoid stereotypes.

Indigenous tourism experiences are as diverse as Indigenous peoples. Not every situation needs a teepee and a totem pole! When we tell our story visually, make it accurate and current; always think about showing off our diversity.

Demonstrate the experience.

Fire the imagination of potential guests by using experiential images; allow them to imagine themselves being part of the experience. Show the forest walk, not just the forest.

Aim for natural not posed.

Cheesy smiles and stiff, posed photos don’t show off your great experience! Aim to show your natural side every time. It might take more effort to get a good, focussed ‘natural’ shot but they are worth their weight in gold.

Always label images.

Give publications (and ITAC) the chance to correctly say who you are. Set them up for success by labelling your images. Wherever possible, individual community members and member businesses will be asked for and identified in all ITAC promotions and materials by their preferred self-declaration. If no self-declaration has been made, every effort will be made to identify the name of the community or nation first, if still not known, then the Indigenous grouping name will be used (First Nation, Métis or Inuit).

For instance:

  • Sébastien Desnoyer-Picard (Huron-Wendat Nation) stands in front of the Squamish Lil’wat Cultural Centre surrounded by the picturesque landscape of British Columbia.
  • A warm welcome to the Grey Eagle Resort & Casino (Tsuut’ina Nation)
  • Learning to cook bannock at the Great Spirit Circle Trail on Manitoulin Island, Ontario.
  • George Paul (Mi’kmaq) welcomes guests with a song at Red Bank Lodge, Metepenagiag, New Brunswick.

If your images are labelled this way, it gives you the best chance of being identified correctly.


This program is open from April 1, 2019 to March 31, 2020. All applications for the subsidy, accompanied by the photographer’s receipt and a download link for the photos, must be received by ITAC prior to March 31, 2020.

Click here to download this information in PDF format. 



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