Hiker man relaxing in a tent with mount assiniboine view in autumn forest at national park
Photo Credit: iStock.com/Mumemories

Xʷməθkʷəy̓əm (MUSQUEAM), Sḵwx̱wú7mesh (SQUAMISH) and səlilwətaɬ (Tsleil-Waututh)/VANCOUVER — The Indigenous Tourism Association of Canada (ITAC) and Destination Canada have secured a USD$100,000 investment from Expedia Group to help boost Indigenous tourism across Canada.

Expedia Group’s contribution will boost ITAC’s newly established Indigenous Tourism Destination Fund (ITDF), which offers a unique opportunity for travellers, Indigenous businesses and non-Indigenous companies to actively participate in and support Indigenous-tourism development.

The investment will also advance Indigenous tourism in Canada and support Truth and Reconciliation Commission Call to Action #92: calling upon 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.

Overall, Destination Canada and Expedia Group’s partnerships align with ITAC’s vision to ensure that Canada becomes a global leader in Indigenous tourism, raising $2.6 billion over seven years, accelerating Indigenous tourism growth to $6 billion by 2030, creating 800 new Indigenous tourism businesses and generating an additional 21,000 jobs.

“Thanks to Destination Canada and Expedia Group’s ongoing work and commitment to Indigenous tourism, we’re heading towards our shared vision to make Canada the world leader in Indigenous tourism experiences,” says Keith Henry, president and CEO of ITAC. “By investing in Indigenous tourism businesses and communities across Canada, we’re able to move towards reconciliation together.”

“We’re proud to be supporting such an important cause. The Indigenous Tourism Association of Canada and Destination Canada’s work in championing and growing Indigenous tourism in Canada is exemplary and Expedia Group’s contribution is intended to help propel this work even further,” says Aditi Mohapatra, vice-president, Global Social Impact and Sustainability, Expedia Group. “As part of Expedia Group’s Open World social impact and sustainability strategy, we’re committed to helping provide economic advancement for communities under-represented in the travel industry and this collaboration does just that.”

“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’re so pleased to see our partners at Expedia Group’s tangible support for ITAC and the Indigenous Tourism Fund,” says Gloria Loree, senior vice-president, Marketing Strategy and Chief Marketing Officer, 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.”


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