—ITAC’s first travel trade mission to Australia—
Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC – The Indigenous Tourism Association of Canada (ITAC) was represented by Sales and Travel Trade Manager Markus Kruse at Focus Canada Australia, held from September 3 to 5, 2025, hosted by Destination Canada. This exploratory trade mission was a success in establishing a presence in the Australian market and building relationships with the travel trade and media in that market.
The program featured a variety of engagement opportunities, including:
- Tour operator training breakfast with rotating group sessions
- Agent event connecting with more than 200 travel advisors in an expo and presentation format
- Full-day B2B session with wholesalers and tour operators
- Participation in two panel discussions — one for travel trade and one for media
Each of these sessions provided ITAC with valuable opportunities to highlight Indigenous tourism experiences and foster new connections in the Australian market.
In addition, ITAC participated in a media lunch and debrief attended by 50 travel and lifestyle editors, writers, and producers. The media lunch and debrief was an excellent platform to share ITAC’s The Original Original mark of excellence, while showcasing member experiences that inspire Australian travellers to explore Indigenous tourism in Canada.
Through this participation, ITAC continues to strengthen international awareness and demand for authentic Indigenous tourism experiences, while building lasting partnerships that support the growth of our sector.
ITAC’s presence at Focus Canada Australia created meaningful opportunities to showcase Indigenous tourism and its positive impacts at an international trade event —elevating the sector’s visibility in the Australian market.