Showcase Canada Asia

Issued: Wednesday, July 10, 2019
Deadline: Thursday, July 25th, 2019 – 4:00 PM PST

The Indigenous Tourism Association of Canada (ITAC) is pleased to issue the following CALL FOR APPLICATIONS to qualified Indigenous tourism businesses and Indigenous Tourism Marketing Organizations to participate as sellers in the National Indigenous Tourism Showcase Program at the Showcase Canada Asia marketplace in Hong Kong, China October 23-24, 2019.

ITAC has created the National Indigenous Tourism Showcase Program initiative to increase participation from qualified Indigenous tourism providers in the upcoming Showcase Canada Asia travel tradeshow being held October 23-24, 2019 at the Renaissance Hotel in Hong Kong. Showcase Canada Asia is an appointment-based, business-to-business marketplace that brings Canadian suppliers together with over 100 qualified buyers from Hong Kong, Taiwan, and mainland China, Taiwan.

There is a growing global demand for authentic Indigenous cultural tourism from Asian markets prompting ITAC to host this fourth annual National Indigenous tourism section on the tradeshow floor during Showcase Canada Asia. This showcase is designed to feature authentic Indigenous tourism experiences while facilitating productive business connections with qualified buyers.

Indigenous businesses or Indigenous Tourism Marketing Organizations must submit a letter of interest (one-page maximum) to provide details on the history and intent to develop programs for the Chinese travel trade in order to participate in the National Indigenous Tourism Showcase Program.

Please include the name of your representative for your business or organization application, sent by email to:

Mr. Sebastien Desnoyers, Director of Marketing
Indigenous Tourism Association of Canada
Phone: (418) 655-0210 Email: [email protected]

The deadline for submissions is Thursday, July 25th, 2019 at 4:00 PM PST.

ITAC will review submissions and confirm successful applicants on Friday, July 26th, 2019.


  • ITAC is undertaking a call of interest to Indigenous partners and receive and vet applications. This section will comprise a maximum of 8 partners.
  • ITAC will subsidize $3000 of the $5000 registration costs for this event. ITAC will invoice each partner for the remaining registration cost of $2000 and we will pay Destination Canada.
  • Travel and accommodation are at your own cost.
  • For approved Indigenous partners already registered (prior to ITAC call of interest), Showcase Asia Project Office will process and provide refunds once they receive a final approved list from ITAC.

In order to qualify, Indigenous tourism businesses or Indigenous Tourism Marketing Organizations must meet the requirements in accordance with the criteria provided in Appendix A and businesses will need to be in good standing with ITAC for the remaining $2000 registration fee.

Space is limited so apply early! Priority to our Marketing Upgrade members and the remaining businesses will be selected as first come first serve – Please note that you can still access the upgrade for $199 here:  Marketing Upgrade 

APPENDIX A – Selection Criteria

Selection Criteria for Indigenous tourism businesses
Indigenous tourism businesses must be “Market-Ready” to ensure the following:

  • Has been operating in a safe and professional manner for at least one year
  • Carries adequate insurance totaling no less than $2 million in liability
  • Has a current business and operating licenses, registrations and permits
  • Has a website that honestly and accurately represents an Indigenous tourism business
  • Accepts credit cards and debit cards as a means of payment
  • Handles reservations/inquiries by telephone, fax, and email on a year-round basis
  • Handles and is able to provide confirmation of booking arrangements within 24 hours
  • Has a product that is of interest to tourists, both domestic and international

In addition, Indigenous tourism businesses must also ensure the following “Export-Ready” criteria are also met:

  • Demonstrate an adequate budget and marketing plan
  • Understand the roles played by receptive tour operators, tour operators, travel wholesalers, and retail travel agents and understand rack or retail pricing, agent commissions and wholesale net rates at each level
  • Be willing to include receptive tour operators in the marketing and sales plan and provide contracted wholesale net rates to receptive tour operators
  • Provide detailed pricing and program information to tour operators and wholesalers at least one year in advance of selling season
  • Be prepared to set up billing arrangements with the tour operator, wholesale agency or receptive tour operator
  • If planning to pursue group business, ensure the ability to accommodate and adapt to the needs of the market (e.g. tour bus access and parking, washroom facilities, maximum group size, group pricing, and frontline staff that speak the language of target markets)
  • Carry adequate insurance (receptive tour operator can sometimes add suppliers to their existing policies at nominal cost)
  • Provide support (free or reduced rates) for international media and travel trade familiarization tours
  • Offer currency exchange rates consistent with industry norms

Selection criteria for Indigenous Tourism Marketing Organizations
Indigenous Tourism Marketing Organizations are organizations or committees that represent a specific provincial, territorial, or regional Indigenous tourism destination. They serve as the “official” contact point for the destination for tour operators, individual visitors or meeting professionals.

Indigenous Tourism Marketing Organizations registering as sellers must:

  • Represent Indigenous tourism destinations
  • Have an international marketing plan and represent market-ready/export-ready Indigenous tourism businesses.

Download as PDF



You have Successfully Subscribed!