(Beth Potter, President and CEO of Tourism Industry Association of Canada; Susie Grynol, President and CEO of Hotel Association of Canada; The Honourable Vance Badaway, Member of Parliament for Niagara Centre and Parliamentary Secretary to the Minister of Indigenous Services; The Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance; Keith Henry, President & CEO ITAC; Marsha Walden, Destination Canada’s President and CEO; The Honourable Chris Bittle, Member of Parliament for St. Catharines and Parliamentary Secretary to the Minister of Canadian Heritage; Philip Mondor, President and CEO of Tourism HR Canada; and His Worship Jim Diodati, Mayor of Niagara.)

New Federal Tourism Strategy reveals partnership to grow of Indigenous tourism

Haudenosaunee and Anishinaabe Territory (Niagara Falls, ON) – Today, the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance announced an investment of almost $25 million as seen in Budget 2022 to boost the recovery of Indigenous tourism and created the Indigenous Tourism Fund to be implemented in partnership with the Indigenous Tourism Association of Canada (ITAC). 

Moreover, the new Tourism Growth Program, announced in Budget 2023, will further federal government investments in Indigenous tourism attractions with dedicated funding as part of the Federal Tourism Growth Strategy — Canada 365: Welcoming The World. Every Day. 

Keith Henry, ITAC President and CEO, joined the announcement, marking a strengthening of partnerships and how the new Federal Tourism Growth strategy aligns with ITAC’s vision for the growth of Indigenous tourism in Canada. 

Other dignitaries included the Honourable Vance Badaway, Member of Parliament for Niagara Centre and Parliamentary Secretary to the Minister of Indigenous Services; Marsha Walden, Destination Canada’s President and CEO; the Honourable Chris Bittle, Member of Parliament for St. Catharines and Parliamentary Secretary to the Minister of Canadian Heritage; Beth Potter, President and CEO of Tourism Industry Association of Canada; Susie Grynol, President and CEO of Hotel Association of Canada; Philip Mondor, President of Tourism HR Canada; and His Worship Jim Diodati, Mayor of Niagara. 

 “Indigenous tourism has enormous potential and is reconciliation in action. Today ITAC is delighted to see Indigenous tourism be one of the key pillars of the Tourism Federal Growth Strategy, and we support the growth of Indigenous tourism through coordinated investments from the Government of Canada that will help make Canada the global leader in Indigenous tourism by 2030,” said Keith Henry, President and CEO, Indigenous Tourism Association of Canada.  

Today’s announcement will set the stage for aspirational growth in the tourism sector, with ITAC’s Vision 2030 estimating a tripling of revenues for Indigenous tourism businesses. Canada 365: Welcoming the World. Every Day.  is a foundational and inspirational strategy signaling a significant commitment to Indigenous tourism for the foreseeable future. 

Research has demonstrated that Indigenous tourism has the most growth potential when investments are coordinated – ITAC’s vision calls for an investment of $24.5 million annually plus significant investments in infrastructure to meet growing demand from visitors.

“This is an important time for Canadian tourism. Workers’ incredible efforts propelled a strong revival during 2022. Now the new Federal Tourism Growth Strategy will build on that success and bring us to new heights. Together, we will elevate our world-class offerings and welcome the world to Canada, 365 days of the year, ” said the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance.

Advancing economic prosperity, self-determination and reconciliation with First Nations, Métis and Inuit peoples is critical to Canada’s future. Indigenous tourism can play an important role. 

ITAC is asking its members, partners and supporters to come together to support the association’s vision. Join #IndigenousTourismTeamCanada and help make Canada the global leader in Indigenous tourism by 2030. Sign the digital pledge. 

Quick Facts:

  • Indigenous Tourism is a key contributor to Canada’s economy. As of 2022, Indigenous tourism contributed an estimated $1.2 billion in direct GDP contributions and an estimated 2.4 billion in revenue.  
  • In 2022, there were 1,900 businesses in the Indigenous tourism sector.
  • As of 2022, the sector supported approximately 32,000 people working for Indigenous tourism businesses of which 57% are Indigenous workers.
  • As of 2022, 33% of all Indigenous tourism businesses are women-owned. 
  • In 2019 (Pre-Covid), Indigenous tourism contributed nearly $1.9 billion in direct GDP contributions, 1,900 Indigenous tourism businesses and 40,000 Indigenous people working for Indigenous tourism businesses.