With International Women’s Day approaching on March 8, Indigenous Tourism Alberta (ITA) is showcasing its female members who are working to strengthen the Indigenous tourism industry in the province, while simultaneously educating travellers on what it means to be a modern Indigenous woman.
Nationally, 33 percent of Indigenous businesses are owned by women. In Alberta, that number is even higher with 49 percent of ITA’s members being female-owned businesses. Indigenous women across the province represent a change from the early years of Canada’s tourism development when Indigenous people were largely excluded and often exploited by the industry.
“It has been an honour to work at ITA with so many wonderful women who are passionate about their culture and heritage and showcasing it to the world,” said Mackenzie Brown, director of industry development for ITA. “In every corner of our province, we have women displaying their skills, art and businesses that are not only helping to accelerate the growth of Indigenous tourism but also the overall economic recovery of the province.”
Together, ITA’s female members help to re-educate travellers and to shine a light on the alarming rate at which Indigenous women are still dying and disappearing. In the past 30 years, more than 4,000 Indigenous women have gone missing and today Indigenous women are still 12 times more likely than other women in Canada to go missing or be killed.
Calgary-based member, Colouring it Forward, owned by Diana Frost, works with Indigenous artists and Elders to create authentic books, cards and journals to tell the stories of Indigenous Peoples and history through the power of art. Colouring it Forward partners with a different grassroots organization on each project including those that support Indigenous female empowerment like the Stardale Women’s Group.
The Indigenous entrepreneur community in Alberta remains strong post-pandemic with female entrepreneurs supporting each other and breaking down centuries of gender stereotypes. Mallory Yawnghwe, owner of the Indigenous Box, has created a seasonal subscription box that exclusively contains Indigenous-made products from across the country. As a female entrepreneur herself, Yawnghwe saw the opportunity to both financially support and promote Indigenous entrepreneurs while ensuring that Indigenous products come from authentic sources and each unique culture is not being culturally appropriated.
Melrene Savoy, owner of Native Diva Creations, emphasizes the importance of keeping traditional beadwork practices in her jewelry-making, but brings a modern flair to each piece, landing herself a spot to showcase her jewelry line in New York Fashion Week last year. Savoy, nominated for the 2022 Indigenous Tourism Alberta Leadership Award, continues to be a shining example of honouring the Indigenous traditions that have been practiced in Canada since time immemorial while remaining creative as an artist.
An inspiring example of an Indigenous women-led business includes Alberta’s first interpretive Métis cultural centre, Métis Crossing, located just an hour from Edmonton. Here it’s Executive Director Juanita Marois that leads the growing operation that continues to introduce exciting projects. With Marois at the helm, Metis Crossing has been recognized by Conde Nast as one of the top places to visit in 2022.
Just a few hours southwest of Métis Crossing is Painted Warriors which shares Ojibway, Cree and Mohawk heritage by reconnecting visitors to the land through wilderness education, Indigenous traditions and hands-on training. Run by Tracey Klettl, Painted Warriors challenges stereotypes about Indigenous women by teaching such traditional survival skills as hunting, archery and horseback riding – all activities that do not conform to traditional gender norms.
Explore the full list of female ITA members and their travel stories at IndigenousTourismAlberta.ca