The Indigenous Tourism Association of Canada (ITAC) is entering a new chapter, and it’s one fuelled by stability, ambition, and a $35 million-a-year investment.
Backed by a seven-year Social Impact Funding, ITAC’s newly-released 2025-2026 Operational Plan outlines the organization’s goals: to strengthen Indigenous tourism businesses and elevate Canada’s standing as a global leader in authentic Indigenous travel experiences.
“This funding truly is life-changing for our industry. You always have to find sustainability and we haven’t been able to bring that sense of stability to Indigenous tourism. This is life-changing because it gives us seven years of stability that we can advance and continue to build,” Keith Henry, president and CEO of ITAC, told Now Toronto on Thursday.
The plan arrives at a critical moment since the Indigenous tourism sector was hit hard by the pandemic.
In 2018, the sector contributed $1.7 billion to Canada’s Gross Domestic Product (GDP) and by 2023, that number had dropped by 24 per cent, according to ITAC.
The association’s goal is to reverse that trajectory and by 2030, the organization hopes to support 2,700 businesses, create 60,000 jobs, and contribute $6 billion annually to Canada’s GDP.
To get there, ITAC is investing in key areas that include $6 million in marketing (both international and domestic), $8 million in business support, $5 million in workforce development for on-the-job training and wage subsidies, and $3 million to support provincial and territorial Indigenous tourism organizations.
The plan also includes $1.8 million to expand the International Indigenous Tourism Conference and $1 million to launch a new Indigenous Tourism Heritage Fund focused on supporting large-scale projects.
But for Henry, it’s not just about numbers. It’s about positioning Canada as a global leader in Indigenous tourism — something he believes the country is ready for.
“Canada, although we have some great Indigenous-owned businesses, we’re not there yet,” he said. “But we feel that prioritizing these areas will certainly help that.”
The demand, he adds, is already there, both from Canadians and tourists.
“We did survey work and… it was like eight out of 10 Canadians genuinely support reconciliation and want to come experience Indigenous culture,” Henry said.
“The demand has risen domestically. It’s rising internationally. And I really feel that Canada can be a global leader as an Indigenous destination which is not known well enough yet, not only within Canada, but to the world. So, I think that this gives us a chance to really show what we can do for the next seven years.”
The new funding model also gives ITAC more flexibility to engage directly with international markets, especially in the U.S., where Henry says demand for Indigenous experiences is rising fast.
“We know at least one in three Americans want to add an Indigenous experience when they visit Canada. We can now invest more heavily in more direct marketing in the U.S.,” he said.
Despite global uncertainties, including U.S. tariffs, Henry remains optimistic.
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“We just gotta rise… just be positive… We know that U.S. citizens love to come to Canada and want to add Indigenous experiences,” he said.
Looking ahead, ITAC also hopes to leverage upcoming global events, such as the 2026 FIFA World Cup, to elevate the visibility of Indigenous tourism on the world stage.
“To really be a player at these international events, you have to be able to invest in marketing… Those are going to be another opportunity for us.”
He encourages Canadians to learn more at destinationindigenous.ca, which showcases Indigenous tourism businesses and experiences from coast-to-coast.
“We’ve been working hard for many, many years to build Indigenous tourism experiences, and now we’re finally going to be able to continue to elevate them.”
