A funding crisis at Canada’s national Indigenous tourism agency is raising concerns about the future of the industry in this country, says the organization’s president.
“This is a very difficult time for Indigenous tourism in Canada,” said Keith Henry, president of Indigenous Tourism Association of Canada (ITAC). “One of the reasons that Indigenous tourism hasn’t grown effectively in the past has been a lack of Indigenous-led coordinated strategy.”
Henry said federal funding for ITAC was reduced by 87% over the past three years – “we’re reduced to basically 0% for infrastructure,” he said – with only limited support remaining via Destination Canada.
“It’s a dramatic decrease in funding,” he stated. “It’s really going to affect our industry at a time we should be building. This is the wrong direction.”
Henry said one of ITAC’s most important initiatives now threatened by the cuts is its Indigenous branding and accreditation program, which connects authentic Indigenous tourism with domestic and international visitors.
Henry hopes provinces continue to support Indigenous tourism businesses directly, yet Canada still lacks a clear national strategy and leadership structure for the industry.
Despite the challenges, Henry believes the demand for authentic Indigenous tourism continues to grow both in Canada and internationally.
At last week’s Rendez-vous Canada national trade show, organized by Destination Canada and the Tourism Industry Association of Canada (TIAC), close to 50 Indigenous tourism businesses took part. The strong showing was only natural, with Destination Canada’s Maureen Riley telling Travel Industry Today, “It’s part of who we are.”
ITAC is asking its tourism partners to send letters of support to federal officials, urging Ottawa to create stable, long-term investments for Indigenous tourism.
“We need them to invest in sustainable funding over multiple years,” Henry continued. “My hope is that we see at least $5 million invested per year.”
CATO
The Canadian Association of Tour Operators (CATO) is one organization that has heeded Henry’s message by calling for the federal government to “find a sustainable solution that will allow ITAC to continue its important mandate and maintain momentum for Indigenous tourism development across the country.”
In a media release distributed last week, CATO executive director Jean Hébert said the organization strongly supports and underscores “the importance of sustained and stable funding for the organization and its initiatives.”
“Over the years, ITAC has played a critical role in advancing Indigenous tourism across Canada, fostering meaningful economic opportunities for Indigenous communities while enriching the Canadian tourism experience through authentic cultural engagement and reconciliation in action,” he said, adding, “Many of our CATO member tour operators have worked closely with ITAC for several years to help develop and promote tourism experiences and tour packages in partnership with Indigenous communities across the country and abroad.
“These collaborations have not only created unique, high-quality travel products for domestic and international visitors but also contributed directly to local employment, entrepreneurship, cultural preservation, and regional economic development.
“The progress achieved in Indigenous tourism over the past decade has required significant trust-building, partnership development, training, product development, and international market positioning. Interruptions or uncertainty in funding risk undermining these important gains at a time when Indigenous tourism continues to demonstrate strong growth potential and growing demand from travellers seeking authentic and responsible travel experiences.”
“As Canada positions itself as a world leader in sustainable and inclusive tourism, ITAC is a key national partner in achieving these goals. Continued federal support for ITAC is therefore not only an investment in tourism, but also in economic reconciliation, cultural preservation, and community development.”
Hébert concluded, “ITAC has had a positive impact on the Canadian tour operating sector and on tourism partnerships with Indigenous communities. We invite others to support this important organization.”
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