Table of Contents
- Who are Indigenous People in Canada?
- What's New
- The Original Original Campaign
- Indigenous Culinary Experiences
- About ITAC
- Meet the Leaders
Photo Credit: Audet Photo; Business Name: Site d'interprétation Micmac de Gespeg
Who are Indigenous People in Canada
Indigenous is a term used in Canada to refer to the descendants of the original inhabitants of the land and includes First Nation, Métis and Inuit People. While Indigenous is a term of preference to some people, it is always best practice to use the nation or home community. When in doubt, ask the person or supplier how they self-describe.
- There are more than 60 distinct Indigenous languages spoken in Canada from 12 different language families
- 630+ First Nation communities
- 50+ Inuit communities
- 600,000+ Métis People
- Approx. 50% of the Indigenous population in Canada live in cities
- Approx. 2M Indigenous people in Canada
- Indigenous People make up about 5.3% of the Canadian population
Photo Credit: Indigenous Tourism Canada; Business Name: Aski Holistic Adventures
What's New
As one of the fastest-growing tourism sectors in Canada, here are 15 new and upcoming Indigenous tourism experiences:
Owned by the Klahoose First Nation, Klahoose Wilderness Resort, will begin a new project in which it will begin using water coming down from the mountain to generate power for the lodge. Currently, they’re using diesel generators making the lodge completely self-sufficient. Klahoose Wilderness Resort tours opened in 2021 and are primarily led by Klahoose guides who are trained to share legends, stories, language, and songs.
For the last two decades, Homalco Wildlife and Cultural Tours has guided groups through the Bute Inlet and along the Orford River. They offer wildlife experiences like bear-watching tours, whale watching, and cultural tours. More recently, Homalco has added new boats just in time for their new tour called “The People, Water and Land Cultural Tour (PWLT)”. This experience includes a more intimate immersion into the Xwémalhkwu way of life.
Plan a visit to Wikwemikong Tourism where you will enjoy a hands-on culinary experience led by Anishinaabe Cultural Guides. See their newly constructed outdoor culinary space and kitchen at the Bebamikawe Memorial Trail where you can participate in preparing traditional foods made specifically with your taste buds in mind. Choose from three different authentic pre-colonial cooking experiences:
- Stone Cooked Venison & Tea - Forage wild natural ingredients that you will use to create your venison dish cooked on flat rock over an open fire. Enjoy hot or cold herbal teas made from local plants.
- Clay Baked Trout & Tea - Harvest your very own ingredients to prepare fresh caught Georgian Bay trout stuffed with sage, mint, sumac and honey. Wrap in plantain then bake in coals.
- Cedar Plank Georgian Bay Trout & Tea - Use the natural plants you collect on a nearby hike to season fresh caught trout cooked over a cedar plank, drizzled with fresh locally-made maple syrup. Complete your dish with wild rice, and hot or cold teas. This experience is coupled with a guided hike of the forested Bebamikawe Memorial Trail with stunning views across Georgian Bay. As you hike together, your guide recounts Anishinaabek stories and history, as well as personal lived experiences. You will pick plants and natural ingredients and take them back to the outdoor kitchen where you prepare your meal.
Visit Coastal Rainforest Safaris for some whale watching or spot grizzly bears all while learning more about the Indigenous culture of the Kwakwaka’wakw People. The new year will bring an expansion of new experiences like taking part in a salmon spawning program to reintroduce them to the water waves.
The Nunacor Development Corporation announced that it is set to open a new restaurant, named Mamattuk, in Happy Valley-Goose Bay in June of 2023. The restaurant will be dynamic in its offerings, serving guests as a restaurant, coffee bar and lounge throughout the day, celebrating Labrador with elevated comfort food featuring local ingredients.
Vancouver’s only Indigenous-owned and operated restaurant, Salmon n’ Bannock is known for using traditional ingredients that were used for generations to create delicious modern dishes. Now travellers flying in and out of Vancouver International Airport will get a chance to get a taste before their next flight. The restaurant has opened its second location at YVR and will be the first Indigenous restaurant at the airport.
Métis artisan at Borealis Beading, Melanie Gamache, shares Métis culture and history through the art of beading. Prior to beading, Melanie’s other interests included dogsledding and kicksledding and even volunteered as a dog handler for a musher for several seasons and ran in several kicksledding races. Two years later, her friend introduced her to beading, which she used as meditative therapy. Recently, Melanie has expanded her experiences that now include how to bead all while storytelling in her own yurt.
Lead by Marcia Manitowabi and located at the Osawamick Ranch in Wiikwemkoong, Reflections Equine Assisted Learning is a fun and engaging way to heal, reflect and transform. Connecting with our horse relatives, “Aankobinaangwaa bezhigoogzhii ezhi-nwendaasing” has been a powerful way to connect and heal. Horses have a way of providing unconditional love, never passing judgement on people or their mistakes. Equine Assisted Learning is an experiential approach to becoming confident in life skills by using horses, a form of treatment that has great potential when employed alongside traditional forms of psychotherapy and rehabilitation. Participants engage in hands on learning that advances the horse through exercises as a team member in exploring positive communication, self-respect, confidence, trust, accountability and conflict resolution. Sessions incorporate a variety of ground work, and general horsemanship activities such as grooming, leading, and herd observation.
This summer book a getaway to Hôtel-Musée Premières Nations, a 4-star boutique with architecture inspired by longhouses surrounded by thematic gardens and hiking trails. Enjoy a spa day with treatments in the outdoor Nordic baths and end your day with an evening with traditional stories inside the longhouse. The Indigenous-inspired hotel has invested $10M into its expansion and renovations. This will include a lobby bar, 24 new rooms, remodelled restaurants with additional seating, and an Indigenous wine cellar. The hotel’s restaurant, La Traite, has already added a Michelin Star chef who has spent time travelling to all the different Nations in Quebec to incorporate their perspective into their culinary offering. This is expected to be completed just in time for summer 2023.
Disconnect to reconnect at Nemiah Valley Lodge, an Indigenous wilderness escape. The lodge sits in the heart of the traditional territory of the Xeni Gwet’in First Nation in beautiful Nemiah Valley. It is Indigenous-owned and operated by the Xeni Gwet’in First Nation. Explore through immersive experiences like: learning how to drum, dance and sing Tsilhqot’in, a traditional cleansing ceremony, kayak on Chilko Lake, taking a hike to visit unique columnar basalt formations, or meet with a Xeni Gwet’in Knowledge Keeper who will share one of their traditional skills.
Five-minutes from the Hôtel-Musée Premières Nations in Wendake, meet the Huron-Wendat People through a new immersive multimedia experience, which opened in June 2022. Onhwa' Lumina is a 1.2-km immersive multimedia nature trail inspired by Wendat myths and cultural symbols. This experience will transport you to a magical world that reveals the rich history of the Huron-Wendat Nation. Through immersive installations including lighting design, video projection, scenography and an original soundtrack, visitors are led on a sensorial journey that connects the creation myth to a bright collective future. The experience was developed alongside artists, musicians, historians, writers and community members from the Nation in partnership with Moment Factory. It is grounded in the rich creative traditions of the Huron-Wendat culture, and explores themes such as the cycle of life, the passing down of knowledge, and the shared relationship between all living things.
Because water is a symbol of life, TOURISME AMOS-HARRICANA has for a long time entertained the idea of creating a site dedicated to this natural resource. Designed to provide a strong and dynamic educational and tourist value, the site reveals that our water resources are still very fragile and essential to humans and the environment. This water-discovery route – the first of its kind in Canada – will attract environmentally responsible tourists. It is the expression of a firm, common will to bring together the peoples who live here, hence its name ANISIPI, the Anicinape word for “pure water”. The sum of concerted efforts of the RCM of Abitibi and its 17 municipalities along with those of the Abitibiwinni Nation, ANISIPI received strong and supportive response from about 40 prominent figures and groups from various areas and interests. At the very top of the hill, the Anishinabek share the story of the land they have travelled for thousands of years, thanks to Nanika (the ‘main way’), known today as the Harricana River. At The Tee-pee, video projections present a vision of the world where animals are treated as siblings, and where human beings maintain a modest presence that supports the fragile balance of nature. Meet the residents of the Pikogan community who bring this site to life. Join the great circle and listen to testimonies of the people who walk the water.
After a terrible fire burnt down the Sagamité restaurant in Wendake, they moved their location to Old Quebec while reconstructing their original location. Once they reopen, visitors will have two locations available to them as plans to keep both have been confirmed. Additionally, the business has also purchased two hotels, which will undergo remodelling with Indigenous decor.
At this newly acquired Indigenous wilderness resort deep in the heart of the largest coastal temperate rainforest in the world – the pristine Great Bear Rainforest – guests are immersed in the traditions and culture of the Heiltsuk People. Acquired in 2023, guests at Shearwater Resort can now experience eco-tours that tell the story of the Heiltsuk Peoples’ long history with the land and sea, and immerse themselves in an authentic and unique adventure designed for those who want to learn and share.
Ahous Adventuresopened on May, 1 2023. Ahous Adventures is an eco and cultural adventure tour company owned and operated by the Ahousaht Nation that will offer an exciting variety of excursions within Ahousaht haḥuułii (territorial lands, waters and culture) including hot springs tours, whale watching, and bear watching.
2024 and Beyond
Tofino Wilderness Resort is located deep within the heart of the Ahousaht territory, situated in beautiful Quait Bay. This stunning 126 acre property includes a 16-room floating lodge, a world-class spa, trails, lakes, staff accommodation and a breathtaking longhouse. This luxury floating lodge was purchased back by the Ahousaht Nation and will be welcoming guests in 2024. The primary emphasis and focus of the experience will be firmly rooted in the cultural practices and traditional knowledge of the Ahousaht People. The lodge also offers an exclusive location for discovering the intimate wonders of the West Coast: old-growth forests, lakes, waterfalls, ocean life and sublime mountains. In addition to the economic benefits the lodge will bring to the community, the resort will also play a key role in the health and well-being of the Ahousaht Nation. During the off-season, the property will function as a wellness retreat to provide a space for healing with a focus on mental health.
Photo Credit: Audet Photo; Business Name: Site Traditional Huron
The Original Original
The Original Original campaign aims to educate travellers, modernize their perception of Indigenous experiences and rebuild the industry, which was disproportionately devastated by the pandemic. A key component of The Original Original is a new brand mark that will help travellers better identify and book experiences from Indigenous-owned tourism businesses across Canada.
Canadians interested in helping to rebuild the Indigenous tourism industry can do so by visiting Indigenous tourism destinations from coast to coast to coast at www.destinationIndigenous.ca to book an Indigenous experience and/or by sharing the campaign posters and videos.
Indigenous Culinary Experiences
With the rise of Indigenous tourism experiences, we’re seeing some trends emerge, including:
- Salmon fishing, for example MicMac Camp, where guests have access to one of the most authentic and popular salmon fishing destinations in Quebec
- Elevated dining experiences, like Feast Café Bistro in Winnipeg, Manitoba, where owner Christa provides modern dishes rooted in traditional Indigenous ingredients
Below are some Indigenous-focused culinary experiences worth exploring:
Eskasoni Cultural Journeys (Eskasoni, Nova Scotia) | Learn to make your own “four cent” cake – the popular snack created from leftover dough fried in lard – over an open fire. Learn insights among traditional hunting and fishing practices. The roughly 3-hour experience finishes with tea and warm Mi’kmaq luskinigan, a warm bannock bread baked in an oven, delicious with jam or molasses.
Aurora Village (Yellowknife, NWT) | Enjoy a three-course meal in a private teepee and watch in comfort as the brilliantly beautiful Aurora dances across the northern sky. Taste traditional foods with a modern touch such as locally caught Great Slave Lake Whitefish or Slow Roasted Smoked Bison Prime Rib.
L'Autochtone (Haileybury, Ontario) | L’Autochtone offers a contemporary take on North American classics as seen through an Indigenous lens. The restaurant pays homage to its small-town, Northern Ontario heritage in almost everything it does: there are tables with tops made out of local birch bark, a moss wall with real moss, copper countertops and the bathroom ceilings are finished in wallpaper based on a 100-year-old Ojibwe beading pattern. Even its name—the French word for Indigenous—references the important influences of Franco-Ontarian and Indigenous culture in Northeastern Ontario.
Learn about some of our renowned Indigenous Chefs below:
Joseph Shawana, Chef Kukum is the chairman of the Board of Directors for Indigenous Culinary of Associated Nations, former Executive Chef at Kū-Kŭm Kitchen and Professor at Centennial College’s School of Hospitality, Tourism and Culinary Arts Centennial College in Toronto. Chef Joseph won best world cuisine in Ontario for 2019 beating out over 33,000 restaurants. He was named as top ten chefs in Ontario and had reviews in the New York Times, Toronto Star, the Globe and Mail, Food & Wine. He is also in great company on Air Canada's top 20 restaurants in Canada for 2019.
Chef Jenni Lessard is a Métis chef, recipe developer and the Indigenous culinary consultant for Wanuskewin Heritage Park. She lives on Treaty Four Territory in the Qu’Appelle Valley in Saskatchewan, where she draws inspiration from the land. Raised near La Ronge, SK, by a small lake, Jenni’s earliest memories include visiting trap lines, picking berries and finding ways to cook and bake with ingredients from the boreal forest.
To find Indigenous culinary experiences, restaurants and recipes from across Canada:
Indigenous Culinary Directory:
Photo Credit: Indigenous Tourism Canada; Business Name: Aski Holistic Adventures
What is Indigenous Tourism?
ITAC 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.
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.
Photo Credit: Taylor Burke; Business Name: Cedar Lake Ranch
About ITAC
The Indigenous Tourism Association of Canada (ITAC) is a national non-profit Indigenous tourism industry organization established in 2015. ITAC is the lead organization tasked with growing and promoting the Indigenous tourism industry across the country. Inspired by a vision for a thriving Indigenous tourism economy sharing authentic, memorable and enriching experiences, ITAC develops relationships with groups and regions with similar mandates to enable collective support, product development, promotion and marketing of authentic Indigenous tourism businesses in a respectful protocol.
Targets: Measurable goals to achieve by 2024
As the Indigenous tourism industry in Canada recovers from the shock of COVID-19, ITAC has set its sights on moving forward in the most adaptable and sustainable manner possible. ITAC understands this undertaking will present challenges, both known and unknown, and is prepared to face them head-on.
The three main priorities of in ITAC’s 2020-24 Strategic Recovery Plan are:
1. Ensuring the sustainability of ITAC member businesses across the country. This will be achieved through the stimulus grant fund for Indigenous tourism operators and an increased emphasis on education and training.
2. Ensuring the sustainability of the provincial and territorial Indigenous tourism associations. This will be achieved by supporting the ability of provincial and territorial Indigenous tourism associations to maintain their membership and infrastructure.
3. Ensuring the sustainability of ITAC’s national operations. This will be achieved with an emphasis on leadership and through a strengthening of relationships with our industry and government partners.
2024 Targets
COVID-19 has pressed pause on the Indigenous tourism industry’s flourishing growth. With the new and emerging realities at play, our revised target for 2024 is to return to our pre-COVID levels:
- $1.9 billion of direct GDP contributions
- 1,800 Indigenous tourism businesses
- 40,000 Indigenous tourism employees
Photo Credit: Taylor Burke; Business Name: Baawaating Pow Wow
Meet the ITAC Leaders
Keith Henry, President & CEO
Mr. Keith Henry is a Métis person that was born in Thompson, Manitoba and raised in Prince Albert, Saskatchewan. He achieved a B.Ed. from the University of Saskatchewan in 1995 beginning his career with a teaching position and has become well known for his strategic administrative and negotiations skills. Since 1998 Mr. Henry has led numerous provincial, federal and industry negotiations on a variety of issues. He has been directly responsible for financial administration of a number of Indigenous non-profits and has a proven track record of success.
Mr. Henry has become an international Indigenous cultural tourism leader receiving recognition as the former CEO for Indigenous Tourism Association of British Columbia (ITBC). In April 2014 the inaugural World Indigenous Tourism Alliance award recognized the work of ITBC and Mr. Henry’s leadership. In Canada, Mr. Henry continues to be recognized across the country as one of the leaders in Indigenous tourism spearheading the growth of authentic Indigenous tourism in Canada.
Sébastien Desnoyers-Picard, Vice President of Operations
As the Indigenous Tourism Association of Canada’s (ITAC) Vice President of Operations, Sébastien Desnoyers-Picard has spent his career developing strong partnerships and relationships with industry leaders across the globe and is passionate about raising awareness of the many opportunities for Indigenous communities. Prior to joining ITAC, Sébastien spent 10 years serving the Quebec Indigenous tourism industry, first as General Manager with Tourism Wendake and then as a marketing advisor with Quebec Indigenous Tourism.
As a proud member of the Huron-Wendat Nation, and past Chief in his community, Sébastien is a strong advocate for Indigenous rights and traditional way of life, which he still practices. His number one goal in his work with ITAC is to support a thriving and prosperous indigenous tourism industry across the country. Sébastien has a diploma in Business, a degree in Sales and Marketing, and has completed an Indigenous studies program at Laval University.
Teresa Ryder, Director of Partnerships
As the Director of Partnerships, Teresa is responsible for overseeing the development and stability of Indigenous tourism associations across Canada as well as product development and grant initiatives to support Indigenous tourism entrepreneurs and Indigenous communities investing in tourism. In 2020, Teresa led the $16 million Stimulus Development Grant program for ITAC- an effort made to stabilize more than 675 Indigenous tourism operators as they navigated the loss of travellers as a result of the COVID-19 pandemic. She has also overseen the growth of the International Indigenous Tourism Conference - the largest Indigenous tourism conference in the world - since 2018, being a part of this project for many years since inception.
Teresa is proud to be of Musqueam descent. Upon finishing her Bachelor of Arts degree in Criminology at Simon Fraser University, Teresa has spent more than 10 years in Indigenous tourism development, starting her career with Indigenous Tourism BC. She has worked with Indigenous tourism operators and partners to grow Indigenous tourism while implementing regional and provincial destination development strategies and improving the market readiness of operators. She is an experienced speaker, facilitator and trainer and an advocate for the betterment of Indigenous peoples. Teresa is passionate about Indigenous tourism not only for the economic benefits but also for the social impact on Indigenous people and communities who thrive in business while sharing unique stories from coast to coast to coast.
Teresa currently sits as a board of director for the Tourism Industry Association of Canada where she advocates alongside national tourism professionals for tourism.
Tamara Littlelight, Director of Marketing
Tamara is a proud Anishinaabe originally from Keeseekoose First Nation of Treaty 4 Territory in Saskatchewan but now calls Tsuut’ina Nation of Treaty 7 Territory in Alberta her home. She holds a business management diploma from Saskatchewan Indian Institute of Technologies (SIIT). Tamara has worked in the hospitality and tourism industry for numerous years, most recently working for 7 years at the Grey Eagle Resort and Casino on Tsuut’ina Nation in management and sales. She is passionate about educating, sharing, and growing Indigenous tourism with the world.
Ryan Rogers, Communications Manager
Ryan Rogers is the Communications Manager at the Indigenous Tourism Association of Canada (ITAC) with over seven years of experience working in the Indigenous tourism industry helping international and domestic travellers to Canada discover the beauty of authentic Indigenous tourism experiences. Prior to joining ITAC, Ryan was in the marketing department at Indigenous Tourism BC working to advance the understanding and appreciation of the diverse Indigenous cultures and experiences. A proud member of the Musqueam First Nation in Vancouver, BC and specializing in media relations and communications, Ryan uses his experience to lift up Indigenous voices and raise awareness of the many Indigenous tourism experiences available in Canada.
Ryan takes great pride in representing Indigenous interests in his career and by focusing on creative solutions in communications, he has been able to put his Bachelor of Commerce Degree from the University of British Columbia to good use. In 2022, Ryan was recognized by the Tourism Industry Association of Canada as one of the Future Leaders in the Canadian Tourism Industry. Ryan may spend his days at ITAC, but it’s the positive impact Indigenous tourism demonstrates for Indigenous communities across the country that keeps him motivated.
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