New survey finds Indigenous tourism on the rise in Canada
The Indigenous Tourism Association of Canada (ITAC) is anticipating both growth and new opportunities in 2025 following the release of a new, national survey that found that two-thirds (66%) of Canadian travellers are interested in including Indigenous tourism in their future travel.
Developed with Insignia Research Inc., the survey was designed to better understand Canadian travellers’ awareness, engagement and support for Indigenous tourism offerings in Canada.
According to the survey, one-third (32%) of Canadian travellers are already planning trips that incorporate Indigenous tourism, and 68% of travellers are positively inclined to participate in Indigenous tourism experiences.
Immersive cultural experiences lead the way
Immersive, engaging experiences hold strong appeal, with attractions (48%) and food and beverage experiences (48%) ranking as the top two interests. Other popular areas include outdoor adventures (42%), accommodations (46%), and events and performances (40%).
Keith Henry, CEO and president at ITAC, observed that: “Over the past couple of years, we have experienced growing interest and demand for Indigenous tourism, and the findings from our recent survey prove it is continuing. As we look toward 2025, continued stable long-term investment will be vitally important to the success of the Indigenous tourism industry. We have called on industry support for the Indigenous Tourism Destination Fund, and our research shows that Canadians back this effort.”
The survey also explored Canadians’ knowledge and perceptions of ITAC’s Indigenous Tourism Destination Fund (ITDF) – a fund that allows businesses and visitors to contribute directly to the growth of Indigenous tourism through a 25-cent fee per transaction. The funds collected are reinvested in developing Indigenous tourism offerings, building infrastructure, and supporting workforce and business development.
Key survey findings
Findings from the survey revealed that Canadian travellers (69%) support the ITDF, and even respondents who are not actively interested in Indigenous tourism (38%) reported their willingness to support the fund.
Finally, the survey also gauged Canadian travellers’ reactions towards ITAC’s The Original Original Accreditation Program for Indigenous tourism operators and its mark of excellence for visitors to identify an Indigenous-owned business. Three-quarters (75%) of travellers find the program useful for their travel planning, making it a crucial tool in helping them confidently choose Indigenous experiences.
Both the ITDF and The Original Original are vital to the future of Indigenous tourism in Canada.
The initiatives ensure the authenticity of Indigenous experiences, build trust with visitors and provide the financial support necessary to grow the sector sustainably. They also help preserve Indigenous cultures, which 81% of travellers recognize as important.
And by addressing common barriers such as lack of awareness and misconceptions, these programs play a critical role in positioning Indigenous tourism as a central part of Canada’s tourism industry and in helping make Canada a world leader in Indigenous tourism.
For more information, visit wwww.indigenoustourism.ca.
