The Indigenous Tourism Association of Canada signs memorandum of understanding with Indigenous Tourism Alberta and Government of Alberta

March 18, 2019, Treaty 7 Territory (Calgary, Alta) – The Indigenous Tourism Association of Canada (ITAC), Indigenous Tourism Alberta (ITA) and the Government of Alberta have all signed a memorandum of understanding.

The memorandum will see ITAC, ITA and the Government of Alberta working to create new visitor-ready businesses while ensuring existing businesses grow into market-ready experiences.

The Indigenous tourism industry in Alberta employs roughly 3,000 people and brought in $388 million in revenue in 2017, according to a recent study by the Conference Board of Canada.

Over the next two years, ITAC will work with ITA and the Government of Alberta to help grow Indigenous tourism opportunities within the province with an aim of increasing the total tourism industry in Alberta to $10 billion from $8.5 billion.

For more information, visit

Honourable Ricardo Miranda, Minister of Culture and Tourism: “The Alberta government is proud to work with the Indigenous Tourism Association of Canada and Indigenous Tourism Alberta to help grow tourism-related businesses across the province. This Memorandum of Understanding formalizes an already excellent relationship, and we will continue to work together to share more Indigenous stories and experiences with visitors.”

Tarra Wright Many Chief, executive director of Indigenous Tourism Alberta: “This partnership with ITAC and the Government of Alberta greatly supports Indigenous Tourism Alberta’s mission to provide leadership in the development and marketing of authentic Indigenous tourism experiences in Alberta.”

Keith Henry, president and CEO of Indigenous Tourism Association of Canada: “One in three visitors to Canada seek authentic Indigenous experiences, and currently the majority of Indigenous tourism businesses within Alberta are in the developmental stage. Through this partnership, we hope to grow these Indigenous businesses and help support the Indigenous tourism industry in Canada as a whole.”

About Indigenous Tourism Alberta
Indigenous Tourism Alberta (ITA) encourages and promotes authentic Indigenous tourism that showcases the unique and immersive experiences offered by its members throughout our four regions; North, Central and Southern Alberta as well as the Rockies. ITA’s goal is to enhance economic viability, further engage and support our Indigenous peoples and nurture these partnerships throughout the province by sharing our stories, culture and experiences with a global audience. For more information, visit:

About the Indigenous Tourism Association of Canada
The Indigenous Tourism Association of Canada (ITAC) works to improve the socio-economic condition of Indigenous peoples through the provisions of economic development advisory services, tourism conferences, capacity development training and workshops, industry research and information for Indigenous tourism operators and communities within the 13 regions,; 10 provinces and three territories of Canada. ITAC develops relationships with other groups and regions with similar mandates, uniting the Indigenous tourism industry in Canada, and works to enable collective support, product development, promotion and marketing of authentic Indigenous cultural tourism businesses in a respectful protocol.

ITAC also recently released its brand new experience guide, detailing Indigenous experiences across Canada, in which visitors can learn about the values of the respect, honour and integrity that guides our communities while discovering the traditional territories, history, people and culture that have been a part of our country for centuries. To download the full 2018-19 Guide to Indigenous Tourism in Canada visit: The ITAC Board is made up of Indigenous tourism industry representatives from each of the provinces and territories. For more information, visit


Media contacts:
Jenna Hickman, Beattie Tartan: (250) 592-3838, (250) 214-3480 (cell) or
Keith Henry, Indigenous Tourism Association of Canada: (604) 639-4408 or

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