From June 4 to June 7, 2025, Ryan Rogers, the Communications Manager of the Indigenous Tourism Association of Canada (ITAC), took part in the Travel Media Association of Canada’s (TMAC) annual conference held in Saskatoon, Saskatchewan. The conference, a key event for the Canadian travel media and industry professionals, brought together nearly 200 journalists, writers, photographers, videographers, bloggers, and social media influencers who play a significant role in promoting and shaping the travel narrative across Canada.

TMAC is a not-for-profit organization that supports the travel media community by fostering strong relationships between media professionals and industry stakeholders. It promotes an inclusive and forward-thinking approach to the constantly evolving travel landscape in Canada. Through its work, TMAC creates opportunities for collaboration and knowledge-sharing that drive the success of the travel industry.

Networking and One-on-One Meetings

During the four-day event, Ryan Rogers had the opportunity to engage in 24 one-on-one meetings with various media representatives. These meetings provided an ideal platform for ITAC to discuss its ongoing projects, share insights about the evolving Indigenous tourism landscape, and promote key initiatives. Each conversation was an opportunity for ITAC to showcase its commitment to enhancing authentic Indigenous tourism experiences and expanding awareness about Indigenous communities across Canada.

In addition to the meetings, Rogers took part in a range of networking and professional development sessions designed to foster collaboration and knowledge exchange between the media and tourism professionals. These sessions focused on enhancing media skills, discussing industry trends, and learning from experts in travel reporting and tourism marketing. This allowed ITAC to further its understanding of how best to collaborate with media professionals to raise the profile of Indigenous tourism experiences in Canada.

Sponsorship of the Best Indigenous Tourism Experience Award

One of the key highlights of ITAC’s participation at the TMAC conference was its role as the sponsor for the Best Indigenous Tourism Experience in Canada Story award. This prestigious award recognizes outstanding storytelling about Indigenous tourism experiences and aims to amplify the voices of Indigenous communities in the tourism sector.

The award-winning piece for 2025 went to Erica Hargreave for her article in Roamancing Travel Magazine, titled “Discovering Indigenous Newfoundland & Labrador while Following in the Footsteps of the Beothuk People.” This article stands out for its ability to connect readers with an authentic and transformative Indigenous experience, shedding light on Newfoundland & Labrador’s Indigenous heritage and the Beothuk people’s history. The award-winning story underscores the growing interest in Indigenous tourism, which provides immersive travel experiences rooted in cultural understanding and authenticity.

The Best Indigenous Tourism Experience award serves as a testament to the importance of showcasing engaging, well-researched narratives that highlight the richness of Indigenous cultures and traditions. By supporting this award, ITAC not only advocates for the preservation of these stories but also helps promote the tourism opportunities they present to global audiences.

Fostering Collaboration for Indigenous Tourism Growth

ITAC’s participation in the TMAC conference emphasizes its ongoing mission to foster collaborative efforts within the tourism sector, bringing Indigenous perspectives to the forefront of Canada’s tourism initiatives. Through events like TMAC’s annual conference, ITAC continues to engage with industry leaders, share the wealth of Indigenous knowledge, and provide a platform for Indigenous voices to shape the future of tourism in the country.

The conversations and networking opportunities at TMAC enable ITAC to explore new partnerships and expand the reach of Indigenous tourism across Canada and globally. These efforts contribute to the growing recognition of Indigenous tourism as an essential part of the Canadian tourism experience, offering travelers the chance to engage with Canada’s diverse cultural heritage in meaningful and respectful ways.

Encouraging Authentic and Inclusive Tourism

ITAC’s sponsorship of the Best Indigenous Tourism Experience award reflects its dedication to promoting authentic, inclusive tourism experiences. It is crucial to provide travelers with opportunities to connect with Indigenous communities, while also ensuring that these communities are empowered to tell their own stories and shape their own tourism experiences. ITAC is working tirelessly to highlight Indigenous culture and heritage as central components of Canada’s tourism offerings.

By collaborating with industry professionals and media representatives, ITAC aims to shift the narrative around Indigenous tourism, emphasizing the importance of respectful engagement and cultural exchange. The continued success of events like the TMAC annual conference underscores the need for the tourism industry to adopt a more inclusive approach that values Indigenous perspectives.

A Strong Future for Indigenous Tourism in Canada

Looking ahead, ITAC’s role in the travel media sector continues to grow. The organization remains committed to shaping a future where Indigenous tourism is recognized as a vital part of Canada’s broader tourism ecosystem. With continued efforts to promote cultural understanding, ITAC is paving the way for more opportunities for Indigenous communities to thrive through sustainable tourism practices.

The TMAC conference was a key milestone in these efforts, providing ITAC with the opportunity to connect, learn, and advocate for Indigenous voices in the tourism sector. ITAC’s ongoing commitment to supporting Indigenous tourism professionals, encouraging authentic experiences, and fostering partnerships will continue to play a pivotal role in the future of Canadian tourism.

Conclusion: Empowering Indigenous Stories in Tourism

At the Travel Media Association of Canada (TMAC) annual conference, ITAC’s presence reinforced the organization’s mission to enhance Indigenous tourism across Canada and beyond. By sponsoring the Best Indigenous Tourism Experience award, ITAC is helping to ensure that Indigenous cultures are recognized and celebrated in tourism. As the tourism industry evolves, collaboration and representation of Indigenous communities remain essential for the continued growth and authenticity of the Canadian travel experience. ITAC will continue to champion Indigenous tourism through strategic partnerships, educational initiatives, and a focus on sustainable and inclusive tourism practices.

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