Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), Vancouver, BC – Indigenous tourism in Canada continues to be on the rise, presenting an incredible opportunity for both economic reconciliation and cultural preservation. The Untapped Potential of Canadian Indigenous Tourism is a research project that underscores Canadian travellers’ strong interest in Indigenous-led tourism experiences. This important research was developed with Liam Thexton, Market Research Analyst at Insignia Research, and is part of the international competition Research Got Talent 2024 supported by The Logit Group and Maru.
Of note, this latest data revealed that crucial initiatives such as the Indigenous Tourism Association of Canada’s (ITAC) The Original Original Accreditation Program and the Indigenous Tourism Destination Fund (ITDF) are poised to unlock the Indigenous tourism sector’s full potential from coast to coast to coast.
A Growing Interest in Indigenous Tourism
A national survey shows that 66% of Canadian travellers are interested in including Indigenous tourism in their future trips. These experiences offer unique, immersive opportunities, allowing travelers to connect with Indigenous cultures on a deeper level. Even more promising is that 32% of these travellers are already planning trips that incorporate Indigenous tourism. The research also indicates a robust demand, but the more significant potential lies in the 68% of travellers who are positively inclined to participate in Indigenous tourism experiences. This group represents a massive opportunity for growth.
Still, one of the biggest challenges the industry faces is educating visitors about what Indigenous tourism truly is and its wide range of experiences. While interest in Indigenous tourism is high, much work must be done to raise awareness and understanding among Canadian travellers. The more visitors learn about the diversity and richness of Indigenous tourism, the more they want to participate. The research shows a clear link between education and increased interest, underscoring the importance of Indigenous-led marketing and promotion.
The Original Original Accreditation Program
One of the key programs supporting this growth is The Original Original Accreditation for Indigenous tourism operators and its mark of excellence for visitors to identify a Indigenous-owned business. This program ensures that visitors can easily identify authentic Indigenous tourism experiences by displaying a recognizable logo that certifies quality and authenticity. According to this research, 75% of travelers find The Original Original program useful for their travel planning, making it a crucial tool in helping them confidently choose Indigenous experiences. The Original Original boosts engagement and strengthens the connection between travellers and Indigenous communities.
The Role of the Indigenous Tourism Destination Fund
Another important initiative is the Indigenous Tourism Destination Fund (ITDF). This fund allows businesses and visitors to contribute directly to the growth of Indigenous tourism through a modest 25¢ fee per transaction. The funds collected are reinvested in developing Indigenous tourism offerings, building infrastructure, and supporting workforce and business development. 69% of travellers support the ITDF, and even among those not actively interested in Indigenous tourism, 38% still back the fund.
The ITDF provides a tangible way for travellers to participate in reconciliation efforts by supporting Indigenous economic opportunities in tourism. This small contribution from each transaction significantly impacts on infrastructure, destination development, and the promotion of Indigenous tourism businesses.
Why These Initiatives Matter
Both The Original Original and the ITDF are vital to the future of Indigenous tourism in Canada. These initiatives ensure the authenticity of Indigenous experiences, build trust with visitors, and provide the financial support necessary to grow the sector sustainably. By addressing common barriers such as lack of awareness and misconceptions, these programs play a critical role in positioning Indigenous tourism as a central part of Canada’s tourism landscape.
In addition to their economic impact, these initiatives also help preserve Indigenous cultures, which 81% of travelers recognize as important. As the demand for Indigenous tourism grows, these programs will help ensure that the experiences offered remain respectful and true to Indigenous heritages.
Looking Forward
Indigenous tourism in Canada has vast untapped potential. With solid support from travellers and excellent programs like The Original Original and the ITDF, the sector is becoming a significant economic force. By continuing to promote and invest in these initiatives, we can ensure that Indigenous tourism thrives, making Canada the world leader in tourism by 2030.
ITAC also wishes Liam the best of luck on his research submission The Untapped Potential of Canadian Indigenous Tourism.
To learn more about the Indigenous Tourism Destination Fund, visit here.
To explore The Original Original program, visit here.
To read the full report The Untapped Potential of Indigenous Tourism in Canada, click here.