Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC – The Indigenous Tourism Association of Canada (ITAC) released its comprehensive mid-term report this week reflecting on the key performance indicators (KPIs) and progress made towards the 2020-21 Revised Action Plan.

On March 24, 2020, ITAC released its 2020-21 Revised Action Plan in response to the considerable negative impacts of COVID-19 on the global tourism industry. This revised action plan focussed on three main priorities: creating a stimulus investment fund for Indigenous tourism operators, ensuring the stability of the regional Indigenous tourism associations, and ensuring the stability of ITAC operations.

ITAC continues to remain on target financially and with our program delivery towards our key performance indicators (KPIs) in our 2020-21 Revised Action Plan. These indicators align with our 2020-24 Strategic Recovery Plan to respond, recover and rebuild the Indigenous tourism sector to levels seen in 2019 by 2024. Our commitment to strong governance practices and measurable results is key to responding to the impact of the COVID-19 pandemic on the Indigenous tourism industry.

Now entering the second wave of the pandemic, ITAC is re-pivoting some of its 2020-21 KPIs to realign to the needs of our operators and will propose a new innovative strategy to generate targeted support to members in these very difficult times. “We want to reiterate to our members that they are not alone and we will continue to advocate with them and for them until we make it through this,” says Keith Henry, President and CEO of ITAC. “We take our responsibility for protecting and growing the Indigenous tourism industry in Canada very seriously and we are proud to be able to do so now when we are needed the most.”