Destination Canada and ITAC Extend Partnership to Grow Indigenous Tourism in Canada


WHITEHORSE, Yukon — The Indigenous Tourism Association of Canada (ITAC) and Destination Canada (DC) have signed a new three-year partnering agreement to continue growing the Indigenous cultural-tourism sector.

Following the original partnership signed in 2015, this renewed commitment will ensure that Indigenous-tourism businesses have access to relevant marketing programs, services and partnerships provided by DC. The agreement will focus on four key areas: marketing programs; connecting travel trade and media to export-ready Indigenous experiences; Indigenous experiences highlighted through Business Events Canada marketing; and increased access to global research and market intelligence.

“I am incredibly proud of the high quality of authentic Indigenous experiences available across Canada and know it is viewed as a competitive advantage within the global marketplace,” says Keith Henry, president and CEO of ITAC. “However without the support of Destination Canada in helping us market these experiences to the world, we would be confined to being hidden gems for only the most intrepid traveller. Instead, many visitors to Canada today come wanting to include at least one Indigenous experience into their itinerary.”

“The quality and diversity of Indigenous tourism experiences we have from coast to coast to coast sets us apart from other destinations,” says David Goldstein, president and CEO of DC. “Along with being a key driver for our industry, this partnership supports broader goals of building regional tourism in remote destinations. Destination Canada is proud to continue supporting the important work of ITAC.”


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