OTTAWA, ON June 1, 2017 – Today, the Tourism Industry Association of Canada (TIAC) and Indigenous Tourism Association of Canada (ITAC) signed a strategic partnership agreement to strengthen the relationship between both national tourism organizations. This agreement provides a unique opportunity for strategic alignment and collaboration between the two organizations to bolster the representation of indigenous tourism product in Canada and help promote continued tourism growth overall.

Among other things, through this agreement ITAC will be recognized as a TIAC Industry Patron increasing exposure of the important work being done to promote aboriginal tourism in Canada. TIAC will also promote and publish information and research conducted by ITAC about aboriginal tourism in Canada through its e-Newsletter and website. This agreement also provides a special introductory membership fee to members of ITAC who have never been members of TIAC.

“Aboriginal tourism experiences are growing in demand in a market where travellers are increasingly looking for truly authentic experiences”, stated Charlotte Bell, President & CEO of TIAC, “Keith and the Indigenous Tourism Association of Canada have been doing tremendous work to ensure authenticity and growth in this market. We are honoured and excited to be strengthening our partnership with ITAC through this agreement.”

“We are thrilled to be partnering with TIAC,” Keith Henry, ITAC President & CEO concurred. “Our respective organizations have much to gain from working more closely together. The Federal Government has supported an Aboriginal Tourism Strategy in its latest budget and concurrent with our 5-year plan to significantly grow Aboriginal tourism in Canada by 2021, we embrace the opportunity for TIAC support and collaboration in helping us meet our goals.”

“Congratulations to both TIAC and ITAC on this important partnership,” said the Honourable Bardish Chagger, Minister of Small Business and Tourism and Leader of the Government in the House of Commons. “Supporting Canada’s tourism sector, and indigenous tourism especially, is a priority for our government. I look forward to working with both Charlotte and Keith to grow our industry, and create good jobs across Canada.”

Tourism is a $91.6 billion industry in Canada, with 1.6 million Canadian jobs dependent on economic activity generated by travel and tourism. The Aboriginal tourism industry in Canada employs more than 33,000 people and produces $1.4 billion of Canada’s annual GDP.


For more information please contact:

Marcela Diaz
Director, Public Affairs and Communications Tourism Industry Association of Canada
t: 613-238-6378

Brian Cant
Senior Manager, Client & Media Relations
Tartan Group
O: 250-592-3838 M: 250-888-8729

About the Tourism Industry Association of Canada
The Tourism Industry Association of Canada is the only national organization representing the full cross-section of Canada’s $91.6 billion tourism industry. TIAC’s members include air and passenger rail services, airport authorities, local and provincial destination authorities, hotels, attractions and tour operators.

About the Indigenous Tourism Association of Canada
The Indigenous Tourism Association of Canada (ITAC) works to improve the socio-economic condition of Aboriginal people through the provisions of economic development advisory services, tourism conferences, capacity development training and workshops, industry research and information for Aboriginal tourism operators and communities within the 13 regions; 10 provinces and three territories of Canada. ITAC develops relationships with other groups and regions with similar mandates, uniting the Aboriginal tourism industry in Canada and works to enable collective support, product development, promotion and marketing of authentic Aboriginal cultural tourism businesses in a respectful protocol. The ITAC Board is made up of Aboriginal tourism industry representatives from each of the provinces and territories. For more information, visit

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