ATIKAMEKSHNEG ANISHNAWBEK TERRITORY (SUDBURY, Ont.) — The Travel Media Association of Canada (TMAC) and the Indigenous Tourism Association of Canada (ITAC) have agreed to finalize their partnership through a signed memorandum of understanding (MOU) effective June 21, which is National Indigenous Peoples Day.

The primary goal of this MOU is to educate and train Canadian travel media to showcase and promote diverse Indigenous experiences in Canada. This includes sharing story ideas with TMAC members and incorporating Indigenous elements into TMAC’s annual conference. Members will be educated on Indigenous style and storytelling and given opportunities to share Indigenous-led stories. Support will also be provided in verifying authenticity and provide workshops to enhance Indigenous-led businesses’ ability to engage and leverage travel media.

Additionally, ITAC will further educate travel media on the importance of authenticity and Indigenous-owned tourism businesses, as well as share the amazing experiences accredited with The Original Original mark of excellence. This new ISO label created by the association is a mark set to assure visitors they are buying from an authentic Indigenous operator and that benefits are going back to Indigenous people.

“TMAC knows the importance of supporting Indigenous tourism and through this partnership we look forward to advancing the growth of Indigenous tourism in Canada,” says Tracy Ford, president of TMAC. “We’re committed to working together to promote and celebrate authentic Indigenous tourism and are excited about the economic opportunities and cultural understanding that this collaboration will bring.”

“ITAC’s partnership with TMAC represents a significant milestone in the growth and development of Indigenous tourism in Canada. With this collaboration, we can look towards a future of hope and success where authentic Indigenous businesses and experiences are celebrated and shared across Canada,” says Keith Henry, president & CEO of ITAC. “As we continue to work together, we are confident that the Indigenous tourism industry will flourish, bringing economic opportunities and cultural understanding to communities from coast to coast to coast.”


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