Growing Indigenous tourism in Canada: Case Study
By Cathy Kirkpatrick, Partner & Senior Tourism Strategist, Alphabet Creative
Canada had become a global example of how to build a thriving Indigenous tourism sector and in 2019 reached peak levels of $1.9 billion contribution to Canada’s GDP and over 39,000 employees. The growth in Indigenous tourism has been largely driven by the creation of the Indigenous Tourism Association of Canada (ITAC), an Indigenous-led, global leader in the marketing and development of indigenous tourism experiences.
ITAC’s President & CEO Keith Henry has noted “Tourism is the strongest tool in the toolkit to help Canadians to support reconciliation”.
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