The Indigenous Tourism Association of Canada (ITAC) and Destination Canada have announced that they secured a significant US$100,000 investment from Expedia Group to help boost Indigenous tourism across Canada. The investment marks a major milestone in advancing Indigenous tourism in Canada and supporting Truth and Reconciliation Commission Call to Action #92, says Destination Canada.
The call to action urges the corporate sector in Canada to adopt the UN Declaration on the Rights of Indigenous Peoples as a reconciliation framework and to apply its principles, norms and standards to corporate policy and operational activities involving Indigenous peoples and their lands and resources.
“Thanks to Destination Canada and Expedia Group’s ongoing work and commitment to Indigenous Tourism, we are heading towards our shared vision to make Canada the world leader in Indigenous tourism experiences,” said Keith Henry, President and CEO of the Indigenous Tourism Association of Canada. “By investing in Indigenous tourism businesses and communities across Canada, we’re able to move towards reconciliation together.”
Expedia Group’s contribution marks a major boost into ITAC’s newly established Indigenous Tourism Destination Fund (ITDF). Launched Sept. 7, ITDF offers a unique opportunity for travellers, Indigenous businesses and non-Indigenous companies to actively participate in and support Indigenous tourism development. The fund channels contributions into four critical areas: infrastructure, product development, workforce, and marketing initiatives.
Destination Canada and Expedia Group’s partnerships align with ITAC’s ambitious vision to:
• Ensure Canada becomes a world leader in Indigenous tourism
• Raise $2.6 billion over seven years
• Accelerate the growth of Indigenous tourism to $6B by 2030
• Create 800 new Indigenous tourism businesses
• Generate an additional 21,000 jobs
This collaboration is a direct result of Destination Canada and Expedia Group’s strategic partnership that was created in 2019 with the shared belief that travel can be a powerful force for positive change, as well as Expedia Group’s commitment to creating a more inclusive industry. The alliance laid a strong foundation by bringing together all 13 provinces and territories, as well as national organizations like ITAC, with the goal of promoting Indigenous tourism on a global scale.
“Destination Canada on behalf of Team Canada and together with Expedia Group have a multi-year Joint Business Plan where we work together to help Canada stand out as a destination of choice for travel. We are so pleased to see our partners at Expedia Group’s tangible support for ITAC and the Indigenous Tourism Fund,” said Gloria Loree, Sr. VP. Marketing Strategy and CMO, Destination Canada. “Only with meaningful and clear action, in tandem with our partners, can we truly support Indigenous tourism, and help Canada become a beacon of hope for other communities around the world.”