Join us to discover diverse landscapes and cultures through authentic Indigenous adventures created by passionate First Nations, Inuit and Métis people. Come experience Alberta through our eyes and be inspired to visit and learn more.
Indigenous Tourism Alberta (ITA) and tartanbond acknowledge that we are on traditional territories in Alberta, home to many First Nations, Métis, and Inuit who have called these territories home for time immemorial. We acknowledge with respect the traditional territories of Treaty 6, 7, 8, 4, and 10. We also acknowledge the homelands of the Métis, the 6 Métis Regions of the Métis Nation of Alberta, and the diverse histories and cultures of all the Indigenous Peoples of this province.
Contents
- Mission, Vision & Values
- Backgrounder
- What is Indigenous Tourism?
- Our Members
- Fast Facts
- Response, Recovery, Resiliency
- Story Starters :: Celebrate Alberta’s rich Indigenous heritage
- Story Starters :: Discover Alberta’s first Métis Cultural Interpretive Centre
- Story Starters :: Build a deeper connection to the environment through immersive Indigenous experiences
- Story Starters :: Experience the land-inspired flavours of Indigenous cuisine
- Recipe for Traditional Bannock
- Story Starters :: Surround yourself with unique Indigenous art
- Story Starters :: Get closer to nature this summer with a camping trip across Alberta!
- Story Starters :: Explore the outdoors, even in winter, with authentic Indigenous experiences
- Meet the Team
- Media Inquiries
Mission
To grow and promote authentic, sustainable and culturally rich Indigenous tourism experiences showcasing Alberta as a premier Indigenous tourism destination in Canada.
Vision
To see the Indigenous Peoples of Alberta thrive through a financially sustainable Indigenous tourism economy sharing culture and stories.
Values
We value relationships, collaboration, accountability and communication.
Backgrounder
Indigenous Tourism Alberta (ITA) encourages and promotes authentic Indigenous tourism that showcases the unique and immersive experiences offered by its members throughout our four regions: North, Central and Southern Alberta as well as the Rockies. The goals of this work is to enhance economic viability, further engage and support our Indigenous peoples, and nurture these partnerships throughout the province by sharing our stories, culture, and experiences with a global audience. A strengthening emphasis on the reconciliation, economic and social impacts to Indigenous communities and people is of high importance.
What is Indigenous Tourism?
In alignment with Indigenous Tourism Association of Canada, Indigenous Tourism Alberta has endorsed the following definitions specific to Indigenous tourism, as they resulted from previous national and extensive consultation of industry, Elders and community.
Indigenous Tourism – all tourism businesses majority-owned (51%), operated and/ or controlled by First Nations, Métis or Inuit Peoples that can demonstrate a connection and responsibility to the local Indigenous community and traditional territory where the operation resides.
Indigenous Cultural Tourism – meets the Indigenous tourism criteria and in addition, a significant portion of the experience incorporates Indigenous culture in a manner that is appropriate, respectful and true to the Indigenous culture being portrayed. The authenticity is ensured through the active involvement of Indigenous people in the development and delivery of the experience.
Indigenous Culinary Tourism – culinary experiences, including foraging and preparing food, that represents or respects Indigenous culture and traditions.
There are tourism businesses that are neither majority-owned nor operated by Indigenous People who offer ‘Indigenous tourism experiences’. Authentic Indigenous Cultural Tourism is by Indigenous People, not about Indigenous People.
Indigenous Tourism Alberta has an incredible opportunity to re-educate travellers on what constitutes an Indigenous tourism experience.
Our Members
ITA is a member-based organization consisting of 138 Indigenous tourism businesses that are authentic, and majority owned by Indigenous peoples. Any Indigenous person or Indigenous organization that has an interest in advancing Indigenous tourism in Alberta may apply to become a member.
Find out more about our members:
Fast Facts
Indigenous Tourism Alberta works with over 138 members.
Indigenous tourism currently generates $130 million in spending in Alberta, providing jobs and supporting entrepreneurs, businesses and communities.
Pre-COVID-19, 84.7% of the tourism industry in Alberta was driven by Albertans travelling within the province. Albertan residents made more visits within Alberta than by other Canadians, U.S., and overseas visitors combined.
The Government of Alberta announced they are providing funding over the next 3 years to ITA to help grow Indigenous tourism businesses across the province.
- $1.2 million in 2021-2022
- $1.25 million in 2022-2023
- $1.3 million in 2023-2024
This funding will further support reconciliation and helps to position Alberta as the premier destination for Indigenous tourism experiences in Canada.
Prior to 2020, Indigenous tourism was outpacing Canadian tourism activity overall, and international demand for Indigenous experiences was at an all-time high. One in three visitors to Canada was seeking an authentic Indigenous experience during their visit and the Indigenous tourism industry provided more than 3,000 jobs across the province.
Response, Recovery, Resiliency
- ITA's Strategic Recovery Plan 2020-2024
- Government of Alberta's funding announcement to funding to support Indigenous tourism experiences across the province
Launching in 3 phases, all efforts are aligned with Indigenous Tourism Association of Canada (ITAC), the national guide for ITA.
- Response – Phase 1 - April 2020 — December 2021
- Recovery – Phase 2 - December 2021 — December 2022
- Resiliency – Phase 3 - December 2022 — March 31, 2024
Supporting four years of recovery and resilience ensures a tourism economy in Alberta for years to come.
2022 Story Starters
Story Starter: Celebrate Alberta’s rich Indigenous heritage
Increasingly, travellers are looking for authentic cultural travel that marries traditional with contemporary – transformative experiences that they’ll remember for the rest of their lives. Indigenous travel offers the chance for people to experience authentic experiences directly in Indigenous communities, and the appetite for these types of activities continues to grow.
While exploring Canada’s backyard, why not partake in a guided tour and learn about plant-based medicine. Or, when looking for authentic souvenirs, why not choose gifts that are significant to the rich Indigenous history in Alberta. Even further, why not spend a day learning about the unique history of the Canadian Badlands in Drumheller or go camping at one of the many Indigenous-owned sites.
Indigenous people are excited about the opportunity Indigenous tourism gives them to be their own boss, tell their story and take more control over their own economic future, while simultaneously helping to preserve their culture.
Indigenous Tourism Alberta has an incredible opportunity to re-educate travellers on what constitutes an Indigenous tourism experience.
Story Starter: Alberta’s first Métis Cultural Interpretive Centre
Métis Crossing will transport you back to the 1800s, where you can walk in the footsteps of a Métis settler. From learning to set a beaver trap to sampling dried bison, and dancing a Red River jig, you'll be immersed in all their Victoria Trail Voyageur Experience has to offer. You'll be guided by costumed interpreters, who will walk you through the historical village and will even learn to weave a Métis sash at a loom. But, of course, this experience wouldn't be authentic without portaging in a voyageur canoe, as fur traders did for hundreds of years.
No tour is ever the same, so you'll have the opportunity to enjoy plenty of experiences over multiple days! Lodging varies from on-site camping, where you can continue your cultural experience in a Trapper Tent or in their highly anticipated 40-guest room lodge opening in February 2022. Unable to stay for an extended visit? Drop-in for one of their cultural experiences of historical exhibits, art exhibits, trail rides, traditional workshops, and more!
After working up an appetite, be sure to sample some of their outstanding dishes, paying homage to tradition while incorporating modern fusion. Lead by Culinary Director Brad Lazarenko, their fresh food approach is guided by Indigenous culinary masters bringing a taste of their culture right to you. Taste the vibrant flavours of bison, saskatoons, trout, raspberries, and more – it's a unique indulgence you won't want to miss!
Métis Crossing offers visitors the opportunity to participate in guided cultural interpretive experiences, sharing the distinct Indigenous story of the Métis people interactively, changing with the seasons. This summer, visitors can purchase Signature Experiences such as Walk in our Mocs, Paddle into the Past, and Meet the Métis. In addition, their newest Signature Experience, Whispers from the Stars, will have you captivated as you're immersed in the night sky stories as shared by Métis storytellers.
Story Starter: Build a deeper connection to the environment through immersive Indigenous experiences
Alberta is known for its majestic mountains, rolling hills and flowing rivers. Indigenous adventures and ecotourism offerings will take you to hidden gems you’ve never seen before, areas that are hardly touched and cultures you’ve yet to experience.
Spend a day fly fishing on the Bow River in Calgary with Drift Out West Fly Fishing or joining Girth Hitch Guiding in a guided hiking journey, where you’re bound to finish feeling your best. Searching for more adventure? Following in the footsteps of those who came before, the Jasper Tour Company will take you out searching for experiences generally only found on the periphery of our daily lives. If it’s a new vantage point you’re looking for, take an unforgettable trip that will give you memories to last a lifetime with Horseback Adventures. The tour operators have multiple generations’ worth of experience on the land, offering a truly authentic experience of the Canadian Rockies virtually unchanged since the days of the early explorers.
Experience the traditional and modern-day lifestyle of the Cree and Saulteaux people, with Painted Warriors Indigenous Outdoor Experience, learning skills such as animal tracking and snowshoeing. You can also experience horse riding and archery operated out of an 82-acre ranch on pristine forest land in the foothills of the picturesque Canadian Rockies. Join Brenda Holder, owner of Mahikan Trails, on a medicine walk where she’ll point to and identify any plant, tree or bush and tell you how it can be used to make something crucial to survival.
Each guide takes a unique approach and tells a captivating story specific to the land. Choose from plenty of one-of-a-kind adventures today!
Story Starter: Experience the land-inspired flavours of Indigenous cuisine
Take your tastebuds on an experience unlike any other. With a deep and intimate connection to the land, Indigenous cuisine draws on ingredients native to the land and culture. Regardless of location or style of cooking, there's one thing for sure: you can expect fresh, local ingredients spotlighted in every bite. Whether it's unique creations or transformative dishes, renowned Indigenous chefs across Alberta will transport you to a world you've never tasted.
Be sure not to miss Pei Pei Chei Ow (pronounced pe-pe-s-che), a catering company based in Edmonton founded by Scott Iserhoff. Iserhoff uses a combination of traditional and Western ingredients, sharing food experiences that tell a story and drawing inspiration from the seasons that surround us, transcending traditional through contemporary. New for 2021, Pei Pei Chei Ow will be opening two new spaces and experiences – the Whiskey Jack Art House and the Strathcona Farmers Market.
Also in Edmonton is Homefire Grill, featuring a diverse menu with a selection of Indigenous-inspired dishes made with local ingredients. While you’re in Edmonton, be sure to check out Teepee Treats, serving contemporary foods infused with bannock dishes made from the heart and soul. If you're looking for a new refreshing drink, Kikawinaw, Cree for Mother Nature, is a delightful gin-infused beverage created to preserve the memory of the founders' grandmother. These drinks are the result of generations of traditional Indigenous plant knowledge – starting with a base of their grandmother’s home-brewed tea, brewed from plants, herbs and berries picked in the wild.
When you dine at The Ridge at Stoney Nakoda Resort & Casino you’ll experience a vibrant restaurant in the heart of Kananaskis country. They have a diverse menu that features a wide selection of cuisine including Indigenous dishes such as Tatanka Oso Bucco, Mountain Pickerel and more.
Recipe for Traditional Bannock
Ingredients
- 6 cups (1.5 L) flour
- 6 Tbsp (90 mL) baking powder
- 3 ½ cups (875 mL) milk, warmed
- ¼ cup (60 mL) vegetable oil
Directions
- In large bowl, mix together flour, baking powder, milk and oil. Stir until dough comes together in a ball; do not overmix. Shape into rough oval; place on baking sheet or oven-safe casserole dish.
- Bake in 400°F (200°C) oven “until a beautiful golden brown,” about 30 minutes.
- Serve warm or cooled. Excellent with fresh jam from Pei Pei Chei Ow, or take Scott’s online class to learn how to make your own!
Story Starter: Surround yourself with unique Indigenous art
Soak up the creativity and passion that surrounds you as you visit an art gallery or browse through unique souvenirs and gifts at a boutique. Become inspired as you learn, and listen to stories from local artisans across Alberta.
In the heart of Calgary, internationally recognized Moonstone Creation offers authentic Indigenous art featuring more than 60 Indigenous artists. In Calgary, Transformation Fine Art specializes in Master Works of Inuit and First Nations art, and Mystical Métis, specializing in accessories, clothing, jewelry, home and kitchen items designed by Indigenous artists. Be sure to visit Alex Janvier at Janvier Gallery in Cold Lake, Alberta, where you can take in the Indigenous art scene that showcases diversity and people.
Regardless of where in Alberta you find yourself, you’ll be surrounded by Indigenous operators showcasing authentic art and traditional crafts.
Story Starter: Get closer to nature this summer with a camping trip across Alberta!
If you’re looking to get out camping this year, Alberta is home to some of the most beautiful places, not only in Canada but in the world. From towering mountain landscapes to boreal forests, to prairie land, badlands, or waterfront views, Alberta has amazing places to pitch your tent or park your RV.
Here are some incredible Indigenous-owned campsites in Alberta bound to enhance and enrich your summer activities!
Northern Alberta:
- Kikino Silver Birch Resort - Located facing the pristine beauty of the west shores of White Fish Lake, Kikino Silver Birch Resort is a retreat for family and friends to gather and make memories.
- Lac la Biche Canadian Native Friendship Centre - Located in Sir Winston Churchill Provincial Park just five kilometers east of Lac la Biche, this campground, in partnership with Lac La Biche Canadian Native Friendship Centre has tipi comfort camping available for booking!
- Hideaway Adventure Grounds - Hideaway Adventure Grounds offers Metis trapper tent camping – walled tents on platforms with heater, beds and bottled water – as well as self-contained camping areas with no power, water or wifi, but lots of stars and sounds of nature!
- Shadow Creek Resort - Located on one of Alberta’s largest lakes, Lesser Slave Lake, Shadow Creek Resort has an astounding 500 full serviced RV sites coupled with 400 boat slips providing a haven for family entertainment, camping and fishing and water sports.
- Métis Crossing - The Campsite at Métis Crossing is located on a traditional Métis river lot overlooking the banks of the North Saskatchewan River. It is the first major Métis cultural destination in Alberta.
Rocky Mountains: Horseback Adventuresoffers you authentic western vacations at their West Range Cabins. Located in the Rock Lake Solomon Creek Wildland Provincial Park along Jasper National Park’s north boundary.
Central Alberta: Painted Warriorsoffers ‘glamping’ style camping for all four seasons. Let nature surround you with over 80-acres of pristine wilderness.
Southern Alberta: Buffalo Rock Tipi Campis located along the Old Man River in Southern Alberta on the Piikani Nation Reserve. The camp offers six Tipi’s which can be slept in!
Story Starter: Explore the outdoors, even in winter, with authentic Indigenous experiences
Our province is full of opportunities to get out and explore! Indigenous Tourism Alberta’s members are excited to welcome you and offer a wide variety of thrilling outdoor adventures to entertain all of your interests. From ice climbing to snowshoeing, there are lots of opportunities to get out and explore the land we all share. Below is an introduction to our operators open for outdoor adventures during the winter.
Based out of Calgary, Zucmin Guiding specializes in individual and small group hiking, backpacking, snowshoeing and camping experiences with an Indigenous and educational focus in the Banff and Kananaskis areas.
Based out of Black Mountain in Nordegg, Alberta, Western Wilderness Adventures are a rustic facility with no power, telephones or running water. Only fresh air, beautiful wilderness, relaxation and adventure. Western Wilderness Adventures makes the perfect jumping-off point for any adventure including hiking, trail riding, prospecting and even ghost hunting.
Explore Jasper and the surrounding area with Jasper Tour Company’s Wildlife in Winter tour. While winter is a quieter time in the mountains, you can follow in the footsteps of those who came before with Jasper Tour Company who will take you out in search of experiences generally only found on the periphery of our daily lives.
Meet the ITA Leaders
Shae Bird, CEO
Shae is originally from the Cowichan Valley on Vancouver Island, but is now proud to call Alberta home. Shae has an extensive background including multiple years working as the VP for Tundra North, an Indigenous tourism company, where he led both business development and marketing. In addition to his work with Tundra North, Shae has also sat on the board of directors for the Indigenous Tourism Association of Canada as a proxy representing the Northwest Territories.
Mackenzie Brown, Director of Development
Brown is a First Nations Cree Woman from the Sturgeon Lake Cree Nation and currently resides in Amiskwaciwaskahikan, Edmonton. Brown has a background as a performer, drummer, tourism entrepreneur, philanthropist and advocate for at-risk youth in the Edmonton area in addition to her past roles in Indigenous Tourism Development with both the Government of Alberta and Edmonton Tourism.
Brown is well known across Alberta for performing with her mom as “Warrior Women.” Together they drum and teach around Alberta for the Northern Alberta Teachers Conference, the annual Jasper Dark Skies Festival, Youth Dream Catchers Conference, Canada Day, Aboriginal Day festivities and more.
In addition to drumming, Brown is also an avid acrylic artist and traditional First Nations crafts artisan. Her art has been featured in the Pump House Gallery, the Edson Gallery Museum, the Gray Gallery Grant MacEwan, recognized for the Alberta Indian Arts and Crafts Award of 2017, featured for the Alberta Business Competition 2017 and sold to people travelling worldwide at Jasper Park Lodge.
Brown has also been awarded the 2019 Esquao Award for Children’s Future, the 2019 Indigenous Woman of the year award from the Alberta Assembly of First Nations and the Top 30 under 30 from the Alberta Corporation for Global Cooperation 2020.
Partnerships
ITA has established key partnerships to help the organization and its members grow and strengthen their tourism businesses. These partnerships are designed to support ITA members as they work to establish or improve their tourism product.
Alberta’s Ministry of Culture and Tourism has partnered with ITA to support the start-up of the organization in its mandate to grow Alberta’s Indigenous tourism economy and to directly support business development efforts with ITA’s members.
Travel Alberta has partnered with ITA to build ITA’s website, including online resources for ITA members and consumer content for marketing. Market-ready ITA members will also benefit from a Travel Alberta business profile on their consumer website and social media support.
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Media Contacts:
To explore editorial opportunities or access high-res images and video please contact:
Erica Richardson | tartanbond | 403.975.0187 | erica.richardson@tartanbond.com
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Our logo was created by Joe Urie, Ed Duchoslav and the ITA Board of Directors and centres around the concept of wanting to be inclusive of all Indigenous people on this part of the Turtle’s back.
The river depicts that we are all water, while the canoe represents our northern communities. In those communities, the canoe is how they travelled and how they made a living. The yellow grasses are representative of the prairies and the people there who long made a life on the great expanse of the plains.
The mountains sit within the buffalo because while the mountains are sacred to many, the buffalo is sacred to all. The red ensign of the Métis flag is used to represent the Alberta Métis and at the top is a sun dawning on a new day. A day that starts with all of our people on good footing - a beautiful day Finally, all of this is housed within a tipi, which represents home.
This logo is designed to say welcome - Welcome to our home, welcome to Indigenous Tourism Alberta.