Indigenous tourism in Alberta is about to get a major boost with the provincial government announcing $8.85 million in funding over the next five years to Indigenous Tourism Alberta (ITA).
The ITA develops and promotes Indigenous tourism across the province.
Demand and development of Indigenous tourism is increasing in Alberta, according to ITA’s CEO, Shae Bird, who spoke during an Oct. 4 announcement held at Métis Crossing in Smoky Lake County.
Bird listed some growing Indigenous tourism experiences like the Blackfoot Crossing River Ranch Lodge in the south, the Stoney Nakoda Resort and Casino in Kananaskis, and the Hideaway Adventure Grounds in Kikino Métis Settlement south of Lac La Biche.
The funding will help bolster development in the province, he said. “The demand for travelers is already here and it’s growing, especially among young people.”
Minister of Tourism and Sport Joseph Schow agreed, describing the commitment as the largest provincial commitment to Indigenous tourism in Alberta’s history.
Schow said the funding is part of the provincial government’s plan of reaching $25 billion in visitor spending by 2035.
“In 2024 alone, Indigenous tourism is expected to inject $126 million into the province’s economy and this number continues to grow every single year,” according to Schow. “The world wants more Alberta and the world wants more Indigenous tourism.”
Recognition
Indigenous tourism also recognizes Indigenous cultures and history in the province, said the minister. “They’ve been here since time immemorial, and we must recognize and respect that,” said Schow, explaining Indigenous tourism will help tell the stories of First Nations people to the world.
Minister of Indigenous Relations Rick Wilson agreed.
“Indigenous tourism is more than just a travel experience,” said Wilson. “It's a journey into the rich histories, diverse traditions and profound connections to the land that the Indigenous people in Alberta have and they've nurtured it for generations.”
Wilson claims the investment also speaks to the provincial government’s commitment to reconciliation, and he believes Indigenous tourism will help create “resilient, prosperous communities.”
Distribution
Bird explained that the $8.5 million will be used to help new and existing Indigenous tourism businesses get off the ground, as well as ramp up marketing to attract visitors from around the world.
Bird explained that the money will provide foundational support that can be leveraged for additional investment to tourism businesses, covering key areas like staffing, development programs, marketing and more.
He added the organization will also be auditing its existing development programs to identify “if there’s gaps that need to be filled, and then creating more support systems to fill those gaps.”
According to Bird, ITA currently has around 200 members across the province that the funding aims to support, whether they are just starting out or have more matured businesses.
ITA is mandated to grow the Indigenous tourism industry in a way that supports businesses of various maturity levels, said Bird.
“There's a variety of tools and tactics that we use as a destination management organization,” he added, but the funding will be focused on “marketing” support for matured businesses, and “economic development” support for newer businesses.
