The Indigenous Tourism Association of Canada (ITAC) has announced its 2025-26 Operational Plan, marking a pivotal moment as the association celebrates its 10-year anniversary. The newly unveiled plan represents a crucial step forward in the association’s mission to revitalize and grow Indigenous tourism across the country. Central to this vision is a seven-year investment of over $35 million annually, which ITAC secured to support Indigenous tourism businesses and address key challenges facing the sector.

ITAC’s 2025-26 Operational Plan outlines an ambitious roadmap to revitalize Indigenous tourism to its pre-pandemic levels, targeting a contribution of $1.7 billion to Canada’s GDP, a number the sector achieved in 2018. In the coming years, the association aims to significantly expand the Indigenous tourism sector by growing it to 2,700 businesses and generating $6 billion in annual contributions to Canada’s GDP by 2030. Achieving this requires substantial growth in both the number of businesses and workforce participation.

Indigenous Tourism Growth: A Look at Current Achievements

As of 2023, Indigenous tourism in Canada has seen substantial progress. The sector includes 2,757 Indigenous-owned and operated tourism businesses, contributing $1.3 billion to Canada’s GDP and employing over 34,700 people across the country. These figures reflect the resilience and potential of the Indigenous tourism sector, even amid challenges faced by the global tourism industry.

Keith Henry, President & CEO of ITAC, expressed confidence in the future of the sector. “With unprecedented funding now secured, ITAC is poised to set Indigenous tourism in Canada on a bold new path,” he stated. “As global and domestic travelers seek more meaningful and authentic experiences, we have an untapped opportunity to lead. Our 2025-26 Operational Plan outlines the ambitious steps forward that will attract new partners, boost sustainable growth, and ensure Indigenous tourism thrives from coast to coast to coast.”

Four-Pillar Approach to Industry Transformation

ITAC’s success in fostering Indigenous tourism is rooted in its four-pillar approach to business, which will continue to guide the association’s efforts in 2025-26. The pillars focus on leadership, partnerships, development, and marketing—each contributing to the long-term sustainability and growth of the sector.

1. Leadership: ITAC plans to invest $1.2 million to advocate for its members across the country. As the national voice of Indigenous tourism, ITAC will continue to represent its members at the provincial and territorial levels, building support from government funders and stakeholders. The association will also strengthen its international alliances to help grow Indigenous tourism globally, including its partnership with Destination Original Indigenous Tourism.
2. Partnerships: ITAC will allocate $2.9 million to unify the Indigenous tourism sector in Canada by fostering collaboration between members, provinces, territories, and national organizations. Key activities will include expanding participation in the Indigenous Tourism Destination Fund and engaging more tourism industry stakeholders in the Truth2Action Indigenous Tourism Reconciliation training. ITAC will also host the 2026 International Indigenous Tourism Conference in Edmonton, Alberta, further positioning Canada as a global leader in Indigenous tourism.
3. Development: With an investment of $17.1 million, ITAC plans to implement Indigenous-led solutions to improve market readiness for its members. This includes addressing labour market challenges, strengthening provincial and territorial Indigenous tourism associations (PTITOs), and investing $3 million to support these associations in assisting their members directly. ITAC also aims to collaborate with educational institutions to raise awareness of Indigenous tourism, while launching new initiatives to increase Indigenous employment opportunities within the sector.
4. Marketing: A critical aspect of the 2025-26 Operational Plan is ITAC’s marketing strategy, with a $4.8 million investment to promote Indigenous tourism across Canada and internationally. Through new Indigenous-led marketing campaigns, ITAC will work alongside destination marketing organizations and leverage resources from Destination Canada. The Destination Indigenous Pavilion at Rendez-vous Canada will be activated to showcase the diversity and strength of the Indigenous tourism sector.

A Vision for the Future of Indigenous Tourism

ITAC’s 2025-26 Operational Plan is not just about revitalizing the tourism sector—it’s about building a sustainable and thriving industry that offers meaningful economic opportunities for Indigenous communities across Canada. The plan’s objectives align with ITAC’s broader vision to ensure that Indigenous tourism continues to grow as a key driver of Canada’s national economy while enhancing cultural preservation and respect for Indigenous heritage.

“Indigenous tourism is more than just a growing industry; it is a means of empowering Indigenous communities and promoting reconciliation across Canada,” said Henry. “Through this operational plan, we are investing in the future of Indigenous tourism and ensuring that it remains a cornerstone of Canada’s cultural identity for generations to come.”

The commitment to developing sustainable tourism experiences that honor Indigenous traditions and cultures is central to ITAC’s strategy. The association is determined to help communities from coast to coast thrive by offering travelers authentic, culturally rich experiences that reflect Canada’s diverse heritage.

Conclusion: Setting a Bold Path Forward

The Indigenous Tourism Association of Canada’s 2025-26 Operational Plan serves as a transformative blueprint for the future of the Indigenous tourism sector in Canada. With unprecedented financial support, ITAC is primed to meet its ambitious goals of creating more businesses, jobs, and economic contributions while empowering Indigenous communities. As global travelers seek authentic experiences and greater cultural understanding, the association is poised to lead the way, ensuring that Indigenous tourism in Canada becomes a sustainable, flourishing industry for years to come.

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