Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC— From September 8–12, 2025, the Indigenous Tourism Association of Canada (ITAC) joined Destination Canada’s Asia Regional Sales Mission 2025, visiting Japan and South Korea to introduce Indigenous tourism experiences to key travel trade and media professionals. Represented by Sales and Travel Trade Manager Markus Kruse, ITAC showcased The Original Original mark of excellence while exploring exciting new opportunities for authentic Indigenous tourism experiences for the Asian market.
Connecting with Japan’s Travel Trade
The team then travelled to Osaka to engage with travel trade and media from Japan, Korea, and China. At the Canada Pavilion’s “Canada Talks Session” during Expo 2025 Osaka, ITAC gained global recognition when Sara Wang from the World Travel & Tourism Council highlighted The Original Original Accreditation Program as a leading example of regenerative tourism—underscoring ITAC’s leadership on the world stage for Indigenous tourism.
Spotlight on South Korea
The second leg of the mission brought ITAC to South Korea, where Markus presented to more than 30 key Korean trade accounts. These sessions positioned ITAC as a global leader in Indigenous tourism and introduced member experiences to a market eager for authentic travel opportunities.
Destination Canada’s in-market Korea team shared an insightful market update. At the same time, airline partners detailed the expanding direct flight options between South Korea and Canada—making future travel connections even more accessible.
A Successful First Step
This pilot project marks a significant milestone in ITAC’s efforts to establish meaningful relationships in Asia. By establishing a presence in Japan and South Korea, ITAC has opened the door to new trade opportunities that will benefit Indigenous tourism businesses across Canada.
As ITAC continues to share Indigenous stories and tourism experiences with the world, initiatives like the Asia Regional Sales Mission 2025 help strengthen the association’s global network and create lasting opportunities for ITAC members that will also help make Canada the world leader in Indigenous tourism by 2030.