New partnership program to support the Indigenous Tourism Association of Canada’s vision to ensure Canada is the world leading Indigenous destination by 2030.

Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh)/Vancouver, B.C.Keith Henry, President and CEO of the Indigenous Tourism Association of Canada (ITAC) and tourism leaders from Westjet, Airbnb and Rocky Mountaineer, announced today the launch of the Indigenous Tourism Destination Fund (ITDF).

The ITDF is expected to be a game changer for Indigenous tourism in Canada — both as a way to invest in the continued growth of the industry and as a model for the development of Indigenous tourism, Indigenous communities and entrepreneurs worldwide. It will also bring ITAC one step closer to its ambitious goal of Canada becoming a world leader in Indigenous tourism, seeking to raise $2.6 billion over seven years, and to accelerate the growth of Indigenous tourism in Canada by tripling the direct GDP contributions from approximately $1.9 billion in 2019 to $6.0 billion by 2030. 

The new funding model invites the entire tourism industry to participate and support progress towards realizing the Truth and Reconciliation Commission Call to Action #92: by ensuring Indigenous communities gain long-term sustainable benefits from economic activities taking place on their lands.

The ITDF program will offer a new way for travellers, Indigenous businesses, and non-Indigenous tourism companies to participate and support Indigenous tourism by providing an optional fee to guests to support the fund, similar to the destination marketing fees hotels use to support their local visitor Destination Marketing Organizations across Canada.  Early adopters include Rocky Mountaineer, Airbnb, WestJet and Coast to Coast Experiences, as well as seven Indigenous tourism businesses.

ITAC has created an internal investment strategy to support the creation of 800 new Indigenous tourism businesses and increasing employment by 21,000 jobs with targets for every Province and Territory. Participating partners and consumers will ensure Indigenous tourism can grow through:

  •   Infrastructure and Destination Development Fund
  •   Sustainable Tourism Workforce Fund
  •   Develop and Promote Tourism Assets Fund
  •   Market Indigenous Tourism for Major Sporting Events Fund

Already, seven Indigenous tourism businesses have onboarded with the program including: Mahikan Trails, AB; Cape Croker Park, ON; Red Bank Lodge, NB; Metepenagiag Heritage Park, NB; Aqsarniit Hotel, NU; Wapusk Adventures, MB and Bastien Industries, QC

For more information on the Indigenous Tourism Destination Fund (ITDF), please visit here


“We’re thrilled to announce this opportunity for Indigenous and non-Indigenous businesses to partner with ITAC and create strategies to attract new investments for Indigenous tourism businesses across Canada. By giving everyone a stake in our success, we’re able to move towards reconciliation together. Over the next seven years, Indigenous tourism can contribute $6 billion annually to Canada’s GDP, by investing in our shared-future, our partners can help make that a reality.”

    Keith Henry, President and CEO of the Indigenous Tourism Association of Canada

“Rocky Mountaineer is proud to be a partner of the Indigenous Tourism Destination Fund. As a global business with Canadian roots, we recognize and are wholly committed to our responsibility to meaningfully advance reconciliation. Partnering with ITAC on the Fund is an active response to Call to Action #92 and in the shared vision of an economically inclusive tourism industry. With ITAC’s incredible leadership, including on this Fund, Canada will become the world leader in Indigenous tourism by 2030.”

     David McKenna, President and CEO of Rocky Mountaineer

 “We are thrilled to participate in today’s important announcement, building upon our strategic national partnership with ITAC. As Canada’s leading Indigenous tourism association, ITAC is strengthening and growing Indigenous tourism opportunities, and we support ITAC’s efforts to build this unique and critical industry for Canada. ITAC’s Indigenous Tourism Destination Fund will achieve great things economically and culturally, and is an opportunity to recommit to reconciliation through strong business partnerships.”

   Andrew Gibbons, Vice-President, External Affairs, WestJet

 “Airbnb proudly supports the Indigenous Tourism Association of Canada and is thrilled to be an early adopter of the Indigenous Tourism Destination Fund. A thriving Indigenous tourism economy in Canada – including Indigenous Airbnb hosts sharing their home, culture and community – gives visitors the opportunity to connect with authentic, memorable and enriching Indigenous experiences, while also supporting economic reconciliation and the direct benefits home sharing can have on Indigenous hosts.”

   Nathan Rotman, Policy Lead, Canada, Airbnb

 “As an Indigenous-owned and operated business, Cape Croker Park is an enthusiastic partner of the Indigenous Tourism Destination Fund. ITAC has been instrumental in supporting and building awareness of Indigenous tourism businesses across Canada. The ITDF is another ITAC initiative which will move Canada closer to becoming the world leader in Indigenous tourism. We are proud to partner with ITAC and the ITDF to support all Indigenous tourism businesses across the country.”

 –  Jason W. Johnston, Interpretive Program Coordinator, Cape Croker Park

For more information, media requests or to coordinate interviews please contact:

Jen Dulude-LeBlanc
tartanbond on behalf of ITAC
(403) 707-7549

Krystal Carter