February 5, 2019, Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC – After already exceeding all economic growth targets for 2021, The Indigenous Tourism Association of Canada (ITAC) has launched its 2019-2024 list of priorities to continue their exceptional growth through 2019.

ITAC’s original Five Year Plan (2016-2021) outlined a series of economic growth targets for Indigenous tourism including growing Indigenous tourism businesses, jobs and revenues. As recent research by the Conference Board of Canada demonstrates that all of these targets have been reached, and as a result, ITAC has unveiled a new five-year plan entitled Accelerating Indigenous Tourism Growth in Canada (2019-2024).  From 2019-2024, ITAC aims to see total Indigenous tourism revenues contributing $2.2 billion to the annual Canadian GDP, 49,383 total jobs in Indigenous tourism, and 200 export-ready Indigenous tourism experiences across Canada.

“We are excited to be starting 2019 on such a high note, following a successful 2018,” said Keith Henry, President and CEO of ITAC. “This year, we not only want to focus on really growing the Indigenous industry in Canada, but positioning ITAC as an international Indigenous leader.”

The 2019-2020 Action Plan includes a series of key performance indicators including but not limited to:

  • Continue increasing awareness of Indigenous tourism through targeted marketing, while emphasizing the cultural impacts Indigenous tourism has on communities
  • Providing product development support funding to at least 50 Indigenous tourism businesses in Canada, leading them to market-ready and export-ready status;
  • Plan and deliver the 2019 International Indigenous Tourism Conference in Kelowna, BC with 700 delegates in attendance;
  • Publish new research in partnership with Destination Canada outlining market opportunities;
  • Implementing financial support programs in every province and territory within Canada, based on investment towards growth and stability of Indigenous tourism associations; and
  • Introduce at least 75 authentic Indigenous tourism experiences purchasable through ITAC’s Package Sales Website (IndigenousCanada.Travel).

The 2019-2020 Action Plan was approved by the ITAC Board of Directors at their January Board Meeting, which took place in Victoria, British Columbia.

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About the Indigenous Tourism Association of Canada

The Indigenous Tourism Association of Canada (ITAC) focuses on creating partnerships between associations, organizations, government departments and industry leaders from across Canada to support the growth of Indigenous tourism in Canada and address the demand for development and marketing of authentic Indigenous experiences. ITAC has an established membership process that enables Indigenous tourism industry partners to engage with and show support for Indigenous tourism.

ITAC also publishes an annual experience guide, detailing Indigenous tourism experiences available for visitors across Canada. Interest in Indigenous tourism has grown dramatically as more travelers experience the authenticity, uniqueness and diversity of stories and products offered by Indigenous peoples and communities across Canada. This year’s guide features more than 170 experiences, stories and businesses to inspire you to visit and learn more about the many Indigenous nations, peoples and communities across Canada. To download the full 2019/20 Guide to Indigenous Tourism in Canada go to: https://indigenoustourism.ca/indigenous-tourism-experience-guide/.

For more information, visit www.IndigenousTourism.ca.


Media contacts:
Jenna Hickman, Beattie Tartan
(250) 592-3838, (250) 215-8425 (cell) or Jenna.Hickman@BeattieGroup.com

Keith Henry, Indigenous Tourism Association of Canada
(604) 639-4408 or Keith@IndigenousTourism.ca

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