January 20, 2020,  Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC – The Indigenous Tourism Association of Canada (ITAC) and the Cariboo Chilcotin Coast Tourism Association (CCCTA) have signed a memorandum of understanding (MOU) to support the development and marketing of authentic Indigenous tourism businesses across the CCCTA.

For over  50 years, CCCTA has been representing the interests of approximately 1,000 tourism industry stakeholders – in Cariboo, Chilcotin, the Central Coast and Fraser Canyon – that provide tourism-related experiences and services, including accommodation, food and beverage, transportation, arts and heritage, outdoor adventure and retail. 

“By accessing ITAC’s expertise and marketing support, we will be able to share the amazing Indigenous experiences we have in the region to a much wider audience,” says Amy Thacker, CEO of CCCTA. “Destination Canada and ITAC’s research has shown that one in three international visitors request Indigenous experiences when coming to BC and Canada and we are well situated to meet this demand.” 

As per the MOU, ITAC and the CCCTA will work together to:

  1. Maintain a Regional Indigenous Tourism Specialist, who will work closely with regional Indigenous communities and entrepreneurs to help create a new market- and export-ready Indigenous experiences, critical to the growth of the Indigenous tourism sector in the region.
  2. Increase awareness and generate demand for Indigenous tourism experiences by creating new packages and itineraries for travel media, travel trade and consumer marketing, and by boosting content marketing and social media initiatives. 
  3. Develop a shared content library featuring market-ready and trade-ready CCCTA Indigenous-owned businesses and authentic cultural experiences. In addition to sharing existing assets, ITAC and CCCTA will invest in a photo and video shoot to capture more of the region’s Indigenous tourism operators, products and experiences.

“It is exciting for us to partner with dynamic regions like the CCCTA who have amazing Indigenous tourism experiences for visitors to enjoy,” says Keith Henry, President & CEO of ITAC. “With the demand for Indigenous tourism growing globally, we will only remain competitive if we support the development and marketing of new experiences across the country.” 

About the Indigenous Tourism Association of Canada

The Indigenous Tourism Association of Canada (ITAC) is the lead organization tasked with growing the Indigenous tourism industry across the country.  Inspired by a vision for a thriving Indigenous tourism economy sharing authentic, memorable and enriching experiences, ITAC develops relationships with other groups and regions with similar mandates. By uniting the Indigenous tourism industry in Canada, ITAC works to enable collective support, product development, promotion and marketing of authentic Indigenous cultural tourism businesses in a respectful protocol.  With Indigenous tourism outpacing Canadian tourism activity overall and international demand for Indigenous experiences at an all-time high, ITAC recently updated its five-year plan. Additionally, ITAC just launched their Nations magazine, highlighting Indigenous people and experiences across the country. To book packages and experiences travellers may visit www.IndigenousCanada.travel. For more information on ITAC visit www.IndigenousTourism.ca 

About the Cariboo Chilcotin Coast Tourism Association

The Cariboo Chilcotin Coast Tourism Association is an industry-led not-for-profit destination management organization that works collaboratively with stakeholders to develop and promote responsible tourism industry in the Cariboo, Chilcotin and Central Coast of British Columbia. For more information about the Cariboo Chilcotin Coast tourism region, please visit:  www.LandWithoutLimits.com

Media Contacts:
Deirdre Campbell, Beattie Tartan
250-592-3838, 250-882-9199

Keith Henry, Indigenous Tourism Association of Canada
604-639-4408, 778-388-5013

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