In recent years, federal investments in Indigenous tourism businesses across Canada have proven to be transformative on multiple fronts, not only driving economic growth but also playing a pivotal role in advancing the nation’s reconciliation efforts. The industry has seen a significant rise in interest and demand amongst Canadian travellers, with two-thirds (66 per cent) expressing interest in incorporating Indigenous experiences into their future travel plans, according to ITAC’s recent national survey conducted by Insignia Research Inc.
“Over the past couple of years, we have experienced growing interest and demand for Indigenous tourism, and the findings from our recent survey prove it is continuing,” says Keith Henry, CEO and president at ITAC. “As we look toward 2025, continued stable long-term investment will be vitally important to the success of the Indigenous tourism industry. We have called on industry support for the Indigenous Tourism Destination Fund, and our research shows that Canadians back this effort.”
The Indigenous Tourism Fund Micro and Small Business Stream (MSBS), The Original Original Accreditation Program (TOO) and the Indigenous Tourism Destination Fund (ITDF) are examples of how federal investments have supported the Indigenous Tourism Association of Canada (ITAC) in the creation of initiatives that contribute to reconciliation. The MSBS provides support to Indigenous tourism operators, offering funding of up to $25,000 per business to enhance their operations across six crucial categories. The Original Original Accreditation Program is designed to recognize and promote authentic Indigenous tourism experiences. It aims to ensure a respectful and accurate representation of Indigenous traditions and communities. Meanwhile, the ITDF is financed by contribution from businesses to support the growth of the Indigenous tourism industry.
Here’s how these investments have shaped the perspectives and experiences of business owners from various regions across Canada:
1. Marilyn Jensen: Embracing Cultural Preservation and Economic Prosperity
Marilyn Jensen, hailing from Yukon and deeply rooted in her Inland Tlingit/Tagish Khwáan heritage from the Carcross/Tagish First Nation, stands as a beacon for cultural preservation through tourism. As the leader of the Yukon First Nation Culture and Tourism Association that serves as a hub for traditional practices and immersive experiences and as a leader of a traditional dance group, the Dakhká Khwaán Dancers, Marilyn has witnessed firsthand the profound impact of federal funding on her community.
“Our investment in cultural infrastructure and training programs has revitalized traditions while creating opportunities for our community to share their practices,” Marilyn affirms. This approach not only preserves and promotes Indigenous identity but also fosters greater understanding and respect from non-Indigenous. By showcasing authentic cultural practices and offering immersive experiences, the Yukon First Nation Culture and Tourism Association serves as a living testament to the resilience and richness of her community’s heritage.
2. Brenda Holder: Empowering Entrepreneurship and Innovation
Brenda Holder from Mahikan Trails, embodies the spirit of Indigenous entrepreneurship within the tourism sector. Her business, which focuses on eco-adventures and cultural tours, has thrived with the support of federal funds designed to bolster business development and marketing efforts.
“Federal support has allowed us to showcase our unique stories to the world,” Brenda explains. “This empowers us to share our unique stories, driving economic growth and contributing to reconciliation.” Through initiatives that blend adventure with cultural immersion, Brenda’s business not only attracts visitors who contribute to the ITDF but also fosters meaningful exchanges that bridge cultural divides. The Original Original Accreditation also provides her visibility amongst those who are seeking authentic experiences.
3. Dave Daley: Enhancing Community Engagement and Tourism Experiences
Dave Daley, Regional Director for Manitoba, owner of the Aurora Inn, a lodge in Churchill and Wapusk Adventures is renowned for offering authentic cultural experiences and wilderness adventures. For Dave, federal investments have been instrumental in enhancing infrastructure and expanding cultural programming, thereby enriching the tourism experience.
“With support from federal funds for our infrastructure and cultural programming, we’ve been able to create more meaningful tourism experiences that encourage reconciliation through dialogue and shared experiences,” Dave emphasizes. Both his lodge and his eco-adventure business Wapusk Adventure, which contribute to the ITDF, emphasizes the importance of connecting people to the land and fostering respectful relationships between visitors and Indigenous communities. Their commitment to offer an Original Original accredited experience further their commitment to authenticity. “Without this crucial funding, our operations would be significantly impacted, limiting our ability to promote appreciation for Indigenous cultures and strengthen community connections.”
4. Jason W. Johnston: Cultivating Partnerships and Economic Growth
Jason W. Johnston, Anishinaubae from the Chippewas of Nawash Unceded First Nation in Ontario, is dedicated to educating others about Anishinaubek history, language, culture, and their connection to the natural world. As the Interpretative Program Coordinator for Cape Croker Park, an Original Original accredited and ITDF supporting business, he is developing year-round, experience-based cultural tourism programming that highlights the natural and cultural history of their territory, enabling community members to share Traditional Knowledge and educating visitors about Anishinaubk culture and history. Federal funding has been instrumental in aiding Cape Croker Park to develop its cultural tourism programs by providing essential resources for infrastructure improvements, program development, interpretive signage, and community engagement, thereby enhancing educational opportunities that showcase Indigenous culture and history while supporting the preservation of Traditional Knowledge.
“Support from federal agencies has allowed us to achieve some of our larger infrastructure and programming goals, which include the implementation of Indigenous-led, sustainable tourism practices. Through this support, we have been able to access larger, more diverse markets, which supports our economic growth and sustainability. Our programming allows us to engage with and educate visitors and community members in ways which support reconciliation through shared experiences,” Jason explains.
5. Jamie Thomas: Building Resilience and Sustainability
Jamie Thomas, Regional Director for Prince Edward Island and Director of Culture and Tourism for Lennox Island First Nation, oversees a cultural centre that serves as a cornerstone for traditional art and storytelling workshops. Federal funding has been crucial in building resilience and ensuring sustainability amid challenges like the pandemic.
“Investments in training and business diversification have empowered us to overcome adversities and thrive,” Jamie shares. “This resilience is essential for reconciliation efforts, enabling our community to flourish while preserving our cultural heritage.” Through her leadership, Jamie not only promotes cultural resilience but also advocates for the integral role of Indigenous tourism in fostering understanding and appreciation among visitors. Participation in The Original Original Accreditation Program has reinforced the credibility of their cultural initiatives, supporting sustainable tourism that respects and uplifts authentic Indigenous traditions.
Federal investments in Indigenous tourism businesses transcend economic benefits; they signify a commitment to cultural preservation and national reconciliation. These investments empower Indigenous entrepreneurs to showcase their unique cultures authentically, fostering economic prosperity while nurturing deeper understanding among all Canadians and international visitors.
Sustained support and collaboration are essential to ensure the continued growth and prosperity of Indigenous tourism businesses. By amplifying Indigenous voices, honouring traditions and forging meaningful partnerships, Canada will further its reconciliation journey—a journey to be integrated into everyday life and national identity.
The successes of Marilyn Jensen, Brenda Holder, Dave Daley, Jason W. Johnston and Jamie Thomas exemplify how federal investments in Indigenous tourism are investments not only in the Canadian economy but also in the cultural vitality and reconciliation of Canada as a whole. Through their resilience, innovation and dedication, these entrepreneurs are shaping a future where Indigenous cultures thrive, economies flourish and mutual understanding deepens across all communities.
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