The Indigenous Tourism Association of Canada (ITAC) engaged Léger, a marketing research and analytics firm, to conduct a survey in 2022 and report on Indigenous Tourism and Cultural Offering Attractiveness in Canada. The study shows a clear potential for Indigenous tourism in Canada and among provinces*.
Here are the main takeaways:
- 86% of surveyed Canadians have a positive opinion of Indigenous Peoples in their province and in the rest of Canada.
- 22% of surveyed Canadians don’t know the Indigenous tourism and cultural offer in their province at all.
- 38% of surveyed Canadians have never taken part in an Indigenous tourism and cultural activity.
- 88% of surveyed Canadians have manifested at least minimal interest in participating in at least one Indigenous cultural and tourism activity.