(Mi’kmaq Territory – Charlottetown, Epekwitk, PEI)  – The Indigenous Tourism Association of Canada (ITAC) is proud to announce that Discover Charlottetown has become the first official Destination Marketing Organization (DMO) partner of the Indigenous Tourism Destination Fund (ITDF)—marking a significant milestone for the growth and sustainability of Indigenous tourism in Canada.

Through this partnership, Discover Charlottetown has committed to investing in the ITDF. The fund will facilitate investments in infrastructure, human resources and transportation as well as business development and marketing with a goal of $2.6 billion. 

These investments directly contribute to ITAC’s 2030 vision, aiming for the Indigenous tourism sector in Canada to reach 2,700 businesses and 60,000 jobs, and contribute $6 billion annually to national gross domestic product (GDP). 

As of 2023, the sector has seen:

  • 2,757 Indigenous-owned and operated tourism businesses;
  • 34,711 jobs in Indigenous tourism; 
  • $1.3 billion in GDP contributions.

“This partnership reflects a shared commitment to tourism as reconciliation in action,” said Keith Henry, president and CEO of ITAC. “Discover Charlottetown’s exceptional leadership sets a precedent for DMOs across Canada to collaborate meaningfully with the Indigenous tourism industry so that businesses can thrive and share their stories with visitors from around the world.”

By joining the ITDF, Discover Charlottetown will help enhance Indigenous tourism experiences in Prince Edward Island while supporting the broader national movement to build a vibrant, authentic, and sustainable Indigenous tourism sector.

“Discover Charlottetown is proud to support the Indigenous Tourism Destination Fund by contributing a portion of our organizational revenue to this important initiative,” said Heidi Zinn, Executive Director, Discover Charlottetown. “As a DMO, we’re committed to taking tangible steps toward reconciliation. Supporting Indigenous-led tourism development in Epekwitk and across the country is one way we can help build a more inclusive, representative, and resilient visitor economy.”

Discover Charlottetown invites DMOs across the country to follow its lead by partnering for change with the ITDF to strengthen Indigenous tourism as a cornerstone of Canada’s visitor economy. By directing a portion of their partnership or other organizational revenue to the fund, DMOs can actively support reconciliation efforts and help create sustainable economic opportunities for Indigenous tourism operators.

Initiatives like the ITDF are essential for levelling the playing field between Indigenous and non-Indigenous businesses, ensuring equitable access to resources and opportunities.