Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), (Vancouver, BC) – The Indigenous Tourism Association of Canada (ITAC) has released its 2025-26 Operational Plan, marking the association’s 10-year anniversary. This plan serves as the foundation for a multi-year, transformational change for Indigenous tourism, made possible by a seven-year investment secured by ITAC, which provides the association with more than $35M per year.
Moreover, ITAC’s 2025-26 Operational Plan outlines the association’s vision for continuing to build back the Indigenous tourism industry to peak 2018 levels of a $1.7 billion contribution to Canada’s GDP and 36,700 employed in the industry. By 2030, ITAC aims for the Indigenous tourism sector in Canada to reach 2,700 businesses and 60,000 jobs and contribute $6B annually to national GDP. Achieving this goal requires significant growth in both the number of businesses and the workforce.
As of 2023, the sector has seen:
- 2,757 Indigenous-owned and operated tourism businesses
- 34,711 jobs in Indigenous tourism in 2023
- $1.3B in GDP contributions
“With unprecedented funding now secured, ITAC is poised to set Indigenous tourism in Canada on a bold new path,” says Keith Henry, President & CEO of the Indigenous Tourism Association of Canada. “As global and domestic travellers seek more meaningful and authentic experiences, we have an unfound opportunity to lead. Our 2025-26 Operational Plan outlines ambitious steps forward that will attract new partners, boost sustainable growth, and ensure Indigenous tourism thrives from coast to coast to coast.”
This year’s Operational Plan builds upon its four-pillar approach to business, which has been key to ITAC’s decade-long success. Some notable activities in this year’s plan include:
Leadership: Invest $1.2M to advocate for members across the country; ITAC will continue to be the national voice of the Indigenous tourism sector with board representation from each province and territory, maintaining funder confidence and building support for ITAC and the provincial and territorial Indigenous partners (PTITOs). ITAC will continue to build international alliances to support Indigenous tourism globally through its partnership with Destination Original Indigenous Tourism.
Partnerships: Invest $2.9M to unite the Indigenous tourism sector in Canada by bringing together members, aligning and leveraging relationships with provinces and territories, and building national partnerships to support Indigenous tourism. This includes growing participation in the Indigenous Tourism Destination Fund and growing tourism industry participation in the Truth2Action Indigenous Tourism Reconciliation training. In addition, ITAC is hosting the 2026 International Indigenous Tourism Conference in Edmonton, AB.
Development: Invest $17.1M to deliver Indigenous-led solutions to support its members’ market readiness and address labour market challenges. Included in this, ITAC will strengthen provincial and territorial Indigenous tourism associations (PTITOs) and lay the groundwork for further industry growth by investing $3M into contributions to partnering PTITOs, enabling them to support their members directly.
ITAC will collaborate with educational institutions to raise awareness of Indigenous tourism and increase visibility and use of the Discover Indigenous Tourism employment opportunities website including direct investment in new Indigenous tourism jobs.
Marketing: Invest $4.8M to create and lead new Indigenous-led marketing activities to support members, partnering with destination marketing organizations and leveraging resources with Destination Canada. Activate the Destination Indigenous Pavilion at Rendez-vous Canada
ITAC will promote Indigenous tourism and its positive impacts through marketing, research, media, and sales, while partnering with provincial and territorial organizations to grow its national and international brand and connect international buyers with member businesses.
With unprecedented funding now secured, ITAC is positioned to continue championing the Indigenous tourism sector into a bold new era of significant growth. As more global and domestic visitors seek authentic experiences, ITAC’s 2025-26 Operational Plan lays out an ambitious path forward—one that will attract new partners, fuel sustainable development, and ensure Indigenous tourism continues to thrive from coast to coast.