The Indigenous Tourism Association of Canada (ITAC) has renewed a three-year contribution agreement with Parks Canada with the goal of enhancing and growing authentic Indigenous experiences in regions across the country. The contribution agreement continues to build on a Memorandum of Understanding signed with Parks Canada in 2016 and renewed in 2022.
The three-year agreement provides a framework for the growth of Indigenous tourism at Parks Canada administered places through the development, support, and marketing of authentic Indigenous tourism experiences created in collaboration between Parks Canada and Indigenous communities, businesses and entrepreneurs. This agreement is part of a commitment to invest $500,000 over the next three years.
“The renewal of this partnership with Parks Canada enables important work to continue building a strong future for Indigenous tourism,” says Keith Henry, president and CEO of the Indigenous Tourism Association of Canada. “Moreover, ITAC’s role is to ensure that any agreement between the association and Parks Canada is rooted in reconciliation for Indigenous people and that Indigenous culture and identity is authentically represented in ongoing marketing efforts.”
While the renewed contribution agreement between the two organizations is over-arching, it strengthens the foundation for prioritizing and building on existing collaborations.
As part of the renewed agreement, the two organizations will promote market-ready experiences through the creation of travel itineraries over the three-year period, which will then be jointly marketed by ITAC and Parks Canada. This will support authentic Indigenous experiences to grow and develop throughout Parks Canada administered locations across the country, including staff training opportunities for staff and Indigenous arts and crafts available at Parks Canada stores, its national historical sites and more. ITAC and Parks Canada will mutually determine which experiences will be developed and featured in these itineraries.