TOWARD A MÉTIS STRATEGY Environment Scan and Recommendations Produced for the Métis National Council January 2019

Paul Hanley Consulting

Métis Tourism Strategy 2 CONTENTS

1.0 EXECUTIVE SUMMARY 4

2.0 THE GLOBAL AND TOURIST INDUSTRIES 7

3.0 TOURISM: INDUSTRY SEGMENTS AND TRENDS 20

4.0 INDIGENOUS TOURISM 26

5.0 ’S INDIGENOUS TOURISM SECTOR: ECONOMIC IMPACTS 34

6.0 UNDERSTANDING THE INTERNATIONAL MARKET OPPORTUNITY FOR INDIGENOUS 44

7.0 INDIGENOUS TOURISM BY PROVINCE 49

8.0 INVENTORY OF MÉTIS NATION TOURISM PRODUCTS 54

9.0 FRAMEWORK FOR A MÉTIS TOURISM STRATEGY 67

SOURCES 76

APPENDIX 1: METIS NATION 150 77

Métis Tourism Strategy 3 1.0 EXECUTIVE SUMMARY

This paper reviews trends and forecasts in the global tourism industry to identify ways in which the Métis Nation can support the development of a robust distinctions-based Métis tourism sector and Métis businesses can take advantage of emerging market opportunities.

The paper has two components: 1. An environment scan of global, national, and provincial tourism markets. 2. A proposal for a three-part strategy to accelerate Métis tourism development.

1. Environment Scan

Information is compiled from multiple international and national reports to establish a context in which to consider the expansion and further development of the Métis tourism sector.

Tourism has become one of the largest industries and biggest employers throughout the world, and is growing at a steady rate. Of particular interest is the growth in cultural and historic segments of the industry, and with that an expanding interest in Indigenous tourism. Indigenous tourism presents substantial economic opportunities, but is not without its drawbacks. It must be approached carefully to prevent further cultural and ecological erosion for Indigenous peoples and their lands. The paper included a review of Indigenous tourism principles and guidelines.

The current and potential economic impacts of Canada’s Indigenous tourism sector are discussed, along with common issues and challenges. Information is provided on promising overseas and domestic markets for Indigenous tourism in Canada. Opportunities provided by participation in national and international Indigenous tourism organizations and initiatives are considered.

2. Strategy for Métis Tourism

The paper considers the potential to develop and expand a distinct Métis tourist industry and provides an inventory of existing Métis tourism products. Based on the environment scan, three key elements for a Métis Tourism strategy emerge:

1. Promoting Three Tourism Clusters along “The Métis Trail” 2. Developing a Coordinated Marketing Strategy 3. Encouraging Product Development

Métis Tourism Strategy 4 1. Promote Three Tourism Clusters along the Métis Trail The product inventory shows that three Métis tourism clusters already exist, in and around St. Boniface in , Batoche in , and the Métis Crossing in . Each of these locations has multiple attractions that form a hub for further development. They can also be “packaged” with other Indigenous and non- Indigenous tourist amenities to create a robust tourist experience. It is further recommended that the three clusters be marketed together as components of “The Métis Trail.” The concept is illustrated in the following graphic.

The Métis Trail Alberta Métis Crossing Cluster

Victoria Victoria Settlement Trail Lac La Historic Site Biche Mission Métis Jamboree Crossing Nature Métis Crossing Preserve Voyage Cultural Cat The Gathering he Aboriginal Day Centre dr Celebrations Kalyna a Country Museum Métis Fort Elk Island Park National Park Trail

The Métis Trail Saskatchewan Batoche Cluster Historic Northern Prince Albert Métis Towns Fort National Park Carlton Nesbit Forest Fort Historic Battleford Park National Historic Site Duck Lake Batoche

Murals National Interpetive Centre Historic Site St. Laurent de Grandin Back to Batoche Trail Marr Residence Wanuskewin

Remai Modern

Regina John Arcand RCMP Trial of Fiddle Festival Louis Riel Heritage centre Upper Fort Proposed Garry Métis Lower Fort National Garry Heritage Centre St. Boniface The Métis Trail Manitoba Cathedral St. Boniface St. Boniface Cluster The Forks Museum Riel House and Cat Canadian he Gravesite dr Human Rights Historical Society a Museum St. Norbert

Voyageur Seven Festival Oaks

Métis Tourism Strategy 5

2. Develop a Coordinated Marketing Strategy It is recommended that the Métis National Council and its governing members and their agencies collaborate with national, provincial and local partners—both Indigenous and non-Indigenous—to develop a mutually beneficial approach to marketing the Métis Trail and Métis tourism clusters and nearby amenities, both domestically and internationally. This will involve the creation of digital and print marketing materials, and holding conferences, workshops, and trade missions.

3. Encourage Product Development Although three significant tourism clusters already exist in the Métis homeland, it will be important to add additional ventures of various kinds to build “critical mass” and to create additional business and employment opportunities for Métis people. This will involve efforts by Métis governments to increase access to capital for Métis entrepreneurs in the tourist industry. Opportunities also exist for Métis citizens to become involved in low-cost initiatives for providing accommodation, transportation, and dining via “sharing economy” platforms. Further, the engagement of Métis artists and artisans in the strategy can both enhance the tourist experience and create larger markets for Metis artists.

Currently, the Métis-related tourism sectors are not sufficiently developed in and to warrant similar initiatives in those provinces. However, it is thought that learning from the Métis Trail and cluster approach can inform the development of the Métis tourism market in those provinces.

Métis Tourism Strategy 6 2.0 THE GLOBAL AND CANADIAN TOURIST INDUSTRIES

GLOBAL TOURISM

Developing the potential of a distinct Métis tourism industry should be considered in the context of the global tourism industry, one of the world’s fastest growing economic sectors. Tourism continues to expand and diversify in the 21st century. According to the United Nations World Tourism Organization (UNWTO), the business volume of tourism now equals or even surpasses that of oil exports, food products, or automobiles. Tourism has become one of the major players in international commerce and is also one of the main income sources for many developing countries. It is also an emerging industry for various Indigenous peoples.

Since 2000, tourism has been growing approximately three to four times faster than population and about 1.5 times faster than global GDP, a trend expected to continue into the mid-2020s. In 2017, the travel and tourism sector posted a 4.6% growth rate, exceeding the global GDP growth rate of 3.7%. The sector has outpaced global GDP growth for the seventh successive year, even as the world observed the strongest GDP growth in a decade.

Recent UNWTO statistics on the size of the tourism industry are as follows:

• In 2017, generated US$1.6 trillion in export earnings

• International tourist Source: World Travel and Tourism Council (WTTC) arrivals grew by 7% in 2017 to 1.3 billion

• Growth in international tourist arrivals of between 4% and 5% were forecast for 2018.

• By 2030, UNWTO

forecasts international tourist arrivals to reach 1.8 billion.

Modern tourism is closely linked to development and encompasses a growing number of new destinations. This growth goes hand in hand with an increasing diversification and competition among destinations. These dynamics make tourism a key driver for socio- economic progress. However, what may be seen as “progress” also comes with cultural and environmental risks.

Métis Tourism Strategy 7 The global spread of tourism in industrialised and developed states produces economic and employment benefits in many related sectors, from construction to agriculture to telecommunications. The contribution of tourism to economic wellbeing depends on the quality and the revenues that tourism offers. Indigenous people stand to benefit from the growth of tourism, but also face unique risks to the sustainability of their culture and way of life and the integrity of their lands.

Tourism can be an engine for Source: World Travel and Tourism Council (WTTC) economic, sustainable, and inclusive growth, according to the Organization for Economic Cooperation and Development (OECD). Tourism plays a key role in global economic activity, job creation, export revenue, and domestic value added, and directly contributes on average, in the

OECD area, 4.1% of GDP, 5.9% of employment, and 21.3% of service exports.

The OECD contends that tourism, when built upon broad stakeholder engagement and sustainable development principles, can contribute to more inclusive growth through the provision of employment and economic development opportunities in both urban and rural areas, and promote social integration. Tourism can also raise awareness of cultural and environmental values, and help finance the protection and management of protected areas, and the preservation of biological diversity. In recognition of tourism’s potential to advance the universal 2030 Agenda for Sustainable Development, 2017 was declared International Year of Sustainable Tourism for Development.

THE CANADIAN TOURISM MARKET

Métis tourism will develop within the context of the Canadian tourism industry, which is also experiencing growth. Over the five-year period from 2011 to 2016, international arrivals to Canada grew by 25%, from 16 million visitors per year in 2011 to almost 20 million in 2016. Tourism spending also increased at approximately 2% per year over the same five-year period, setting a new high for tourism spending in Canada.

Tourism’s direct contribution to Canada’s GDP was $38.8 billion in 2016, an increase of 5.1% over 2015, according to the OECD. Overall, tourism continues to represent approximately 2% of Canada’s GDP. One in 10 jobs (1.8 million) were associated with tourism industries in 2015, with 721,600 jobs directly supported by tourism in 2016.

Métis Tourism Strategy 8

Every day, more than 57,000 international overnight visitors stream into Canada. According to a recent study by McKinsey & Company, tourism is one of the nation’s largest economic sectors, generating total direct and indirect revenues in the order of $98 billion annually. The sector contributed an estimated $27 billion in tax revenues across all levels of government in 2017. It is also one of Canada’s most geographically diversified sectors, with a significant presence in all of Canada’s provinces and territories.

The sources of tourism to Canada have diversified: while Canada saw 81% of its international tourists coming from the at its previous peak in 2002, this dropped to 69% in 2017. Tourists from Europe and Asia now represent over 25% of overnight arrivals to Canada, while over 50% of total international tourism spending in Canada now comes from countries beyond the United States.

Tourism is a rich source of jobs for , literally from coast to coast to coast. Many jobs in the sector are skill-intensive, high-paying jobs, including management roles at hotels and airlines, data analysts, organizational travel managers, and meeting and event planners. These jobs exist across a range of industries such as food and beverage services, accommodation, transportation, recreation, entertainment, and travel services. Most tourism jobs are also resistant to automation, requiring a high degree of human involvement for the foreseeable future. In addition, the sector offers ample entry-level opportunities for young people looking to start their careers.

Tourism also offers significant entrepreneurial opportunities. Small and medium-sized enterprises make up 99% of the companies in Canada’s tourism sector. There are further opportunities to grow tourism businesses in many communities across the country, including rural areas, considering that there are relatively few barriers to entry. Tourism is a particularly noteworthy opportunity for Indigenous-owned enterprises, as international travellers are seeking authentic, unique tourism products tied to the land and its diverse peoples.

Tourism, including conferences and events, also helps stimulate trade between countries as it enables face-to-face meetings that are crucial to overcoming linguistic and cultural barriers. Through tourism, business people develop the connections and trust necessary for trade relationships. Tourism can also build familiarity with a country’s products and help boost foreign demand for these goods.

While it may seem counterintuitive to think of tourism as an export, tourism is Canada’s largest service export, worth $21.3 billion in 2017, and making up 19% of total service export revenues. In Canada, there is a clear positive relationship between international arrivals and exports in the subsequent year: a 1% increase in arrivals to Canada leads to growth in Canadian exports by $817 million over the following two years, as well as an increase in the range of goods and services exported.

Métis Tourism Strategy 9 UNLOCKING THE POTENTIAL OF C ANADA’S VISITOR E CONOMY

Tourism, including conferences and events, also helps stimulate trade between countries as it enables face-to-face meetings that are crucial to overcoming linguistic and cultural barriers. Through tourism, business people develop the connections and trust necessary for trade relationships. Tourism can also build familiarity with a country’s products and help boost foreign demand for these goods—for example, German tourism in Spain has helped stimulate demand for Spanish wines in .

Tourism can have nonWhile it- financial benefits for Canada. It supports cultural preservationmay seem counterintuitive to think of tourism as an export, given that the only thing that leaves the, country is for heritage sites ortourists for at Indigenous the end of their stays, communities. the fact that foreign currency is used to purchase Canadian services makes tourism an export by definition. In fact, tourism is Canada’s largest service export, worth $21.3 billion in 2017,16 and making up 19% of total service export revenues.17 Canada has the brand and reputation that make it a top destination. Lonely Planet In Canada, there is a clear positive relationship between international arrivals and exports in the subsequent named Canada its number one country in 2017; National Geographic Traveller magazine year: a 1% increase in arrivals to Canada leads to growth in Canadian exports by $817 million over the following two put “Cool Canada” on the cover of its “21 mustyears,18 as well as an increase in the range of -goodssee places for 2017” edition; and and services exported.

Travel+Leisure magazine named Canada its 2017 “DestinatioOne of the under-appreciated benefits of tourism is that it can functionn of the Year.” Condé Nast as an economic stabilizer. When sectors Traveler and The New York Times have also recently published glowing pieces about of Canada’s domestic economy are down, Canada can still benefit from tourism from other countries whose econ- omies are performing well. The fact that Canada is drawing tourists from an increasingly diverse mix of source Canada. countries also enhances this stabilizing effect.

Moreover, tourism can have non-financial benefits for Canada. It supports cultural preservation, including heritage However, Canada’s tourism sector is responsible for a relatively small percentage of the sites and Indigenous communities. It can introduce Canadian ideas to the world, and new ideas to Canada: country’s total exports compared to peer countriconvention bureaus and local communities that bringes thatinternational also have large, diversified meetings to cities build Canada’s global reputation, promote innovation, and connect top thinkers, innovators and researchers. economies, including the United States, , the , and . Other countries are outperforming Canada in attracting tourists. From 2013 to 2017, Despite recent successes, Canadian tourism still has far more potential global tourist arrivals increased 26%, while Canadian tourist arrivals increased 36% over After a lost period between 2003 and 2009 when annual international arrivals to Canada declined from 20 million the same period. While Canada has met or exceeded global growth in recent years, visitors to less than 16 million, tourism to Canada has recently returned to growth. other countries have done even better. In that same 2013–2017 time period, Japan saw Over the five-year period from 2011 to 2016, international arrivals grew by 25%, from 16 million visitors per year in a remarkable 182% increase2011 to almost 20 and Iceland saw million in 2016.19 Tourism a 203% inc spending also increasedrease in arrivals. at approximately 2% per year over the same five-year period, setting a new high for tourism spend in Canada.20 INBOUND TOURISM & TOURISM SPEND EVOLUTION

† Sum of business International Arrivals (millions) Tourism Spend (domestic & international) tourism spend and (billions) leisure tourism spend 21 80 as reported by WTTC, 70 † this includes travel 20 within a country by 60 19 residents and inter- 50 national visitors. 18 40 30 17 20

16 $ BILLIONS REAL 10

MILLIONS OF ARRIVALS 0 0 1995 2000 2005 2010 2016

In addition, the sources of tourism to Canada have diversified: while Canada saw 81% of its international tourists While global tourism growth is expected to surpass global GDP growth through the midcoming from the United States at its previous peak in 2002, this has dropped to 69% in 2017. Tourists from Europe- and Asia now represent over 25% of overnight arrivals to Canada,21 while over 50% of total international tourism 2020s, driven by the new middle class in emerging markets, increased and cheaper air spend in Canada now comes from countries beyond the United States.22 services, and increased resiliency of travel to shocks like terrorist attacks, these trends are expected to taper off, with a result that global tourism will grow by an average of 2.9% per year from 2020 to 2030. Tourism to North America is projected to grow more slowly, at a still respectable 1.4% per year from 2020 to 2030. These growth rates set an 4 absolute minimum at which the tourism sector in Canada could be expected to grow.

Canada’s domestic tourism represented 78% of tourism revenues in 2016. Growth in international arrivals to Canada has been very strong in recent years. In 2016, Canada welcomed nearly 20 million overnight visitors, up 11.1% on 2015, making 2016 the second-best year on record.

Métis Tourism Strategy 10 The following table from the UNWTO shows that growth continued in 2017, both in arrivals and receipts.

International Tourist Arrivals and Tourism Receipts by Country of Destination International Tourist Arrivals International Tourism Receipts Series (1000) Change (%) Share (%) (US$ million) Share(%) Statistical Annex - 2010 2016 2017* 16/15 17*/16 2017* 2010 2016 2017* 2017*

The Americas 150,432 201,258 210,887 3.7 4.8 100 215,307 313,705 326,162 100

North America 99,520 131,458 137,030 2.8 4.2 65.0 164,831 244,573 252,408 77.4 Canada TF 16,219 19,971 20,798 11.1 4.1 10.0 15,829 18,021 20,328 6.2 TF 23,290 35,079 39,298 9.3 12.0 18.8 11,992 19,650 21,333 6.5 USA TF 60,010 76,407 76,941 -1.8 0.7 36.5 137,010 206,902 210,747 64.6 Caribbean 19,521 25,235 25,957 4.7 2.9 12.4 23,024 30,036 31,729 9.7

The fAnguillaollowing graphic TF from Innovation, Science and Economic Development Canada 62 79 68 8.2 -13.9 0.0 99 130 .. .. The Americas Antigua and Barbuda TF 230 265 247 5.9 -6.7 0.1 298 332 .. .. shows continued growth of tourism in the first half of 2018Aruba TF 825 1,102 1,071 -10.0 -2.9 0.5 . 1,251 1,625 1,731 0.5 Bahamas TF 1,370 1,482 .. -0.2 .. .. 2,163 2,591 2,577 0.8 Barbados TF 532 632 664 6.7 5.0 0.3 1,038 1,040 1,082 0.3 Bermuda TF 232 244 270 11.1 10.4 0.1 442 445 513 0.2 Brit. Virgin Islands TF 330 408 335 3.8 -17.9 0.2 389 ...... Cayman Islands TF 288 385 418 0.0 8.5 0.2 485 686 .. .. Cuba TF 2,507 3,975 .. 13.4 .. .. 2,187 2,907 .. .. Curaçao TF 342 441 399 -5.6 -9.6 0.2 385 573 551 0.2 Dominica TF 77 78 79 5.2 1.2 0.0 94 132 .. .. Dominican Rep. TF 4,125 5,959 6,188 6.4 3.8 3.0 4,162 6,720 7,178 2.2 TF 110 135 146 -3.8 8.2 0.1 112 149 448 0.1 TCE 392 580 650 13.3 12.1 0.3 510 ...... Haiti TF 255 ...... 383 504 .. .. Jamaica TF 1,922 2,182 2,353 2.8 7.8 1.1 2,001 2,539 .. .. TF 476 519 536 6.6 3.1 0.3 472 365 490 0.2 Montserrat TF 6 9 8 -1.1 -4.4 0.0 6 9 .. .. Puerto Rico TF 3,186 3,736 3,797 5.5 1.6 1.8 3,211 3,985 4,090 1.3 Canada’s largest international market is the United States, with 13.9 million overnight Saint Lucia TF 306 348 386 0.9 11.0 0.2 309 404 .. .. St. Kitts and Nevis TF 98 115 114 -0.9 -1.4 0.1 90 141 .. .. visitors in 2016, an increasSt. Maarten TF 443e of 9.7% on the previous year. Canada 528 402 4.5 -23.8 0.2 674also posted strong 857 630 0.2 growth from a number of key overseas markets, including the St. Vincent and Gren. TF 72 79 76 4.5 -3.5 0.0 United Kingdom (up 86 101 .. .. Trinidad and Tobago TF 388 409 395 -7.0 -3.5 0.2 450 464 475 0.1 16.5% to 833,300); (up 23.6% to 610, 100)Turks and Caicos TF 281 454 416 17.5 ; -8.2and (up 9% to 545, 0.2 .. 706 800). .. .. United States Virgin TF 572 667 .. 4.0 .. .. 1,223 1,343 .. .. Amongst countries with a smaller shareIslands of the inbound market, and Mexico exhibited particularly strong growth (up 29.6% and 24% respectively). Central America 7,808 10,663 11,169 4.1 4.7 5.4 6,947 12,225 12,747 3.9 Belize TF 242 386 427 13.0 10.8 0.2 249 391 426 0.1 Costa Rica TF 2,100 2,925 2,960 10.0 1.2 1.4 2,246 3,716 3,876 1.2 The following tables from the OECD show the size and growth of the Canadian tourism El Salvador TF 1,150 1,434 1,556 2.3 8.5 0.7 390 829 873 0.3 industryGuatemala. TF 1,119 1,585 1,660 8.3 4.7 0.8 1,378 1,550 1,566 0.5 Honduras TF 863 908 936 3.1 3.1 0.4 626 693 715 0.2 Nicaragua TF 1,011 1,504 1,787 8.5 18.8 0.9 314 642 841 0.3 Table 1 showsPanama the size of the tourism marTF 1,324 1,921 1,843 ket, in numbers of tourists.-8.9 -4.1 0.9 1,745 The statistics show 4,404 4,452 1.4 thatSouth domestic tourism is a substantially larger marke America 23,583 33,902 36,730 6.3 8.3 t than inbound travel from foreign 17.6 20,505 26,871 29,278 9.0 Argentina TF 5,325 6,638 6,705 15.7 1.0 3.2 4,942 4,686 5,060 1.6 countries. The table also shows tourism sales or receipts.Bolivia TF 679 959 .. 8.8 .. .. 379 713 784 0.2 Brazil TF 5,161 6,547 6,589 3.8 0.6 3.2 5,261 6,024 5,809 1.8 Chile TF 2,801 5,641 6,450 26.0 14.3 3.1 1,552 2,665 3,634 1.1 Colombia TF 2,385 3,317 4,027 11.4 21.4 1.9 2,797 4,522 4,821 1.5 ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284419876 - Monday, December 03, 2018 12:31:12 PM IP Address:204.83.108.15 Ecuador VF 1,047 1,418 1,608 -8.2 13.4 0.8 781 1,444 1,657 0.5 French Guiana TF 189 ...... Guyana TF 152 235 247 13.8 5.1 0.1 80 104 .. .. Paraguay TF 465 1,308 1,537 7.7 17.5 0.7 217 519 603 0.2 Peru TF 2,299 3,744 4,032 8.4 7.7 1.9 2,008 3,501 3,710 1.1 Suriname TF 205 257 278 12.8 8.2 0.1 61 65 46 0.0 Uruguay TF 2,349 3,037 3,674 9.5 21.0 1.8 1,509 2,071 2,540 0.8 Venezuela TF 526 601 .. -23.8 .. .. 831 473 .. ..

Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO September 2018)

Métis Tourism Strategy 11 II. OECD COUNTRY PROFILES – CANADA

StatisticalII. OECD COUNTRY profile PROFILES – CANADA

Table 1. Canada: Domestic, inbound and outbound tourism Statistical profile 2012 2013 2014 2015 2016 TOURISM FLOWS, THOUSAND Domestic tourism Table 1. Canada: Domestic, inbound and outbound tourism Total domestic trips ...... Overnight visitors (tourists) 108 2012393 108 2013925 108 2014647 109 2015805 113 2016053 TOURISMSame-day FLOWS, visitors THOUSAND (excursionists) ...... DomesticNights in tourism all types of accommodation 297 302 287 115 292 569 306 212 344 706 TotalHotels domestic and similar trips establishments ...... SpecialisedOvernight visitors establishments (tourists) 108 393.. 108 925.. 108 647.. 109 805.. 113 053.. OtherSame-day collective visitors establishments (excursionists) ...... NightsPrivate in allaccommodation types of accommodation 297 302 .. 287 115 .. 292 569 .. 306 212 .. 344 706 .. InboundHotels tourism and similar establishments ...... TotalSpecialised international establishments arrivals 25 318.. 25 144.. 25 557.. 27 555.. 30 142.. OvernightOther collective visitors establishments (tourists) 16 344.. 16 059.. 16 537.. 17 971.. 19 818.. Same-dayPrivate accommodation visitors (excursionists) 8 974 ..9 0859 .. 0209 .. 584 ..10 324 .. InboundTop markets tourism Total Unitedinternational States arrivals 1125 88 3178 1125 466 144 1125 50 5578 1227 669 555 1330 8 14292 OvernightUnited Kingdom visitors (tourists) 16597 344 16609 059 16659 537 176 97186 198 80518 Same-dayChina visitors (excursionists) 8273 974 9342 0859 44 028094 58834 10 591 324 Top marketsFrance 423 452 465 477 515 GermanyUnited States 11277 887 11313 466 11324 508 12325 669 13359 892 NightsUnited in all typesKingdom of accommodation 597.. 609.. 659.. 68..6 805.. HotelsChina and similar establishments 273 .. 342 .. 44 ..8 48 ..3 591 .. SpecialisedFrance establishments 423.. 452.. 465.. 477.. 515.. OtherGermany collective establishments277 ..313 ..324 ..325 ..359 .. NightsPrivate in allaccommodation types of accommodation ...... OutboundHotels tourism and similar establishments ...... TotalSpecialised international establishments departures ...... OvernightOther collective visitors establishments (tourists) 32 276 .. 32 971 .. 33 518 ..32 267 .. 31 278 .. Same-dayPrivate accommodation visitors (excursionists) ...... OutboundTop destinations tourism Total ..international departures ...... Overnight.. visitors (tourists) 32 276.. 32 971.. 33 51..8 32 267.. 31 27..8 Same-day.. visitors (excursionists) ...... Top destinations...... TOURISM RECEIPTS.. AND EXPENDITURE, MILLION CAD ...... Inbound ..tourism ...... Total international.. receipts 20 675 ..21 584 ..22 978 ..24 680 ..27 721 .. International.. travel receipts 17 388.. 18 201.. 19 623.. 21 157.. 23 886.. TOURISMInternational RECEIPTS passenger AND EXPENDITURE, transport receipts MILLION CAD 3 2873 3833 3553 5233 835 OutboundInbound tourism tourism TotalTotal internationalinternational expenditurereceipts 4220 996 675 4421 320 584 4622 092 978 4624 88 6800 4627 505 721 InternationalInternational traveltravel expenditure receipts 3517 030 388 3618 161 201 3198 005 623 3218 525 157 3238 096 886 InternationalInternational passengerpassenger transport transport expenditure receipts 7 3 966 28738 159 38338 0 3857538 355 52338 409 835 Outbound tourism .. Not available Total international expenditure 42 996 44 320 46 092 46 880 46 505 Source: OECD Tourism Statistics (Database). International travel expenditure 35 030 36 161 38 005 38 525 38 096 International passenger transport expenditure 7 966 8 159 18 2087 http://dx.doi.org/10.1787/8889336397028 355 8 409 .. Not available Source: OECD Tourism Statistics (Database).

1 2 http://dx.doi.org/10.1787/888933639702

140 OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018

140 OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018

Métis Tourism Strategy 12 Table 2 shows the number of businesses and employees in the Canadian tourism industry, and that food and beverage serving is the largest segment, followed by accommodations. II. OECD COUNTRY PROFILES – CANADA

Table 2. Canada: Enterprises and employment in tourism

Number of Number ofII. persons OECD employed COUNTRY1 PROFILES – CANADA establishments 2016 2012 2013 2014 2015 2016 Total .. 675 800 687 700 700 300 708 400 721 600 Tourism industriesTable 2. Canada: 200 Enterprises 835 534 800 and employment 543 000 in 551 tourism200 559 400 569 800 Accommodation services for visitors 19 817 139 600 140 800 140 700 142 600 143 900 Number of Number of persons employed1 Hotels and similar establishments establishments...... Food and beverage serving industry 842016 296 2032012 000 2102013 200 2162014 400 2212015 000 2282016 100 TotalPassenger transport 41 921.. 67580 700800 68783 100700 70084 700300 70884 400 72185 600200 TourismAir passenger industries transport 200 835.. 534 800.. 543 000.. 551 200.. 559 400.. 569 800.. AccommodationRailways passenger services transport for visitors 19 817 ..139 600 ..140 800 ..140 700 ..142 600 ..143 900 .. RoadHotels passenger and similar transport establishments ...... FoodWater and passenger beverage transportserving industry 84 296.. 203 000.. 210 200.. 216 400.. 221 000.. 228 100.. PassengerPassenger transport transport supporting services 41 921.. 80 700.. 83 100.. 84 700.. 84 400.. 85 200.. TransportAir passenger equipment transport rental ...... Travel agencies and other reservation services Railways passenger transport8 343 ..45 500 ..43 900 ..44 600 ..44 800 ..44 900 .. industry Road passenger transport ...... Cultural industry ...... Water passenger transport ...... Sports and recreation industry 46 458 66 000 64 900 64 800 66 700 67 700 Passenger transport supporting services ...... Retail trade of country-specific tourism Transport equipment rental...... characteristic goods Travel agencies and other reservation services Other country-specific tourism industries 8 343.. 45 500.. 43 900.. 44 600.. 44 800.. 44 900.. industry Other industries .. 141 000 144 700 149 100 149 000 151 800 Cultural industry ...... Not availableSports and recreation industry 46 458 66 000 64 900 64 800 66 700 67 700 1. DataRetail refer trade to ofnumber country-specific of jobs. tourism ...... Source:characteristicOECD Tourism goods Statistics (Database). Other country-specific tourism industries ...... 1 2 http://dx.doi.org/10.1787/888933639721 Other industries .. 141 000 144 700 149 100 149 000 151 800 .. Not available 1. Data refer to number of jobs. Table 3. Canada: Internal tourism consumption Source: OECD Tourism Statistics (Database). Million CAD Table 3 breaks down sales in the internal or domestic tourism industry1 2 http://dx.doi.org/10.1787/888933639721 by segment. 2016 Domestic tourism expenditure Inbound tourism expenditure Internal tourism consumption Total Table 3. Canada: Internal.. tourism consumption.. .. Consumption products 71 606Million CAD 20 012 91 618 Tourism characteristic products 43 812 15 371 59 183 Accommodation services for visitors 8 117 42016 868 12 985 Food and beverage serving services Domestic tourism11 785 expenditure Inbound tourism3 563 expenditure Internal tourism15 34 8consumption Total Passenger transport services 16 336.. 4 757.. 21 093.. ConsumptionAir passenger products transport services 71 606.. 20 012.. 91 618.. TourismRailways characteristic passenger products transport services43 812 ..15 371 ..59 18 ..3 AccommodationRoad passenger services transport for servicesvisitors 8 117.. 4 86..8 12 98..5 FoodWater and passenger beverage servingtransport services services 11 78..5 3 563.. 15 34..8 PassengerPassenger transporttransport supportingservices services 16 336.. 4 757.. 21 093.. TransportAir passenger equipment transport rental services ...... Travel agencies and other reservation services Railways passenger transport services4 194 ..215 ..4 409 .. industryRoad passenger transport services ...... CulturalWater services passenger transport services 3 380.. 1 968.. 5 34..8 SportsPassenger and recreationtransport supporting services services ...... Country-specificTransport equipment tourism rental characteristic services goods ...... Country-specificTravel agencies andtourism other characteristic reservation services services ...... 4 194 215 4 409 Otherindustry consumption products 27 794 4 641 32 435 TourismCultural connectedservices products 3 38..0 1 96..8 5 34..8 Non-tourismSports and recreation related consumption services products ...... Non-consumptionCountry-specific products tourism characteristic goods ...... Not availableCountry-specific tourism characteristic services ...... Source:OtherOECD consumption Tourism Statistics products (Database). 27 794 4 641 32 435 Tourism connected products ...... Non-tourism related consumption products ..1 2 .. http://dx.doi.org/10.1787/888933639740 .. Non-consumption products ......

.. Not available Source: OECD Tourism Statistics (Database). 1 2 http://dx.doi.org/10.1787/888933639740

OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018 Métis Tourism Strategy 14113

OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018 141 Canada’s Tourism Policies and Programs

Tourism governance and funding in Canada

In Canada, the Federal Government, the provincial and territorial governments, and municipalities all play a role in promoting tourism. Potentially, all can be part of the development of a distinctions-based Métis tourism.

Innovation, Science and Economic Development Canada (ISED) is the federal department whose mission is to foster a growing, competitive, knowledge-based Canadian economy. Within ISED, the Minister of Tourism, Official Languages and La Francophonie has the lead responsibility for the tourism sector.

ISED coordinates the implementation of Canada’s tourism strategy. Participating federal organizations include: Parks Canada, which is responsible for national parks, national historic sites and national marine conservation areas; Canada’s six regional development agencies, which support many local tourism-related investment initiatives; and , the national tourism marketing organization.

A Crown corporation owned by the , Destination Canada reports to parliament through the Minister of Industry. Their legislated mandate is to: • Sustain a vibrant and profitable Canadian tourism industry; • Market Canada as a desirable tourism destination; • Support a cooperative relationship between the private sector and the governments of Canada, the provinces, and the territories with respect to Canadian tourism; • Provide information about Canadian tourism to the private sector and to the governments of Canada, the provinces, and the territories.

Destination Canada undertakes initiatives to market Canada. It does this in conjunction with its partners, which include provincial, territorial and regional destination marketing organizations. Through multiple initiatives, Destination Canada promotes Canada as a premier destination and showcases the country’s most unique attributes.

Provincial and territorial governments also play an active role in the development and promotion of tourism at the sub-national level in every part of the country. Ministers responsible for tourism from each jurisdiction meet as the Canadian Council of Tourism Ministers on an annual basis to discuss trends and issues of concern to the Canadian tourism sector and work together to seek solutions.

Métis Tourism Strategy 14 Statistics Canada is the national statistical agency responsible for the collection and analysis of tourism-related statistics. Statistics Canada is re-developing its two core national tourism surveys to create the National Travel Survey and the Visitor Travel II. OECD COUNTRY PROFILES – CANADA Survey, both operative from 2018. destination marketing organisations. The Government of Canada stabilized Destination Canada annual funding to CAD 95.5 million.

Canada: Organisational chart of tourism bodies

Innovation, Science and Federal Government Economic Development MinisterM ofinister of Small Business Departments Provincial and Territorial andTo Tourismurism (Partners in Whole-of- Tourism Ministers Government Approach)

Canadian Council of Destination Canada Tourism Ministers

Provincial and Territorial Destination Marketing Organisations

Tourism Stakeholder Organisations

Source: OECD, adapted from Innovation, Science and Economic Development, 2018.

Through multiple initiatives, Destination Canada promotes Canada as a premier destination and showcases the country’s most unique attributes. Northern and rural Canada, for instance, remain largely undiscovered by foreign tourists. Destination Canada Canada’s New Tourism Visionhas partnered with destination marketing organisations, such as Tourism , to promote this undiscovered frontier. Destination Canada has developed Signature Experiences in all three Territories of Canada’s North, (complementing those throughout In May 2017, the the restthen of theMinister of Small Business an country). These help local tour operatorsd Tourism announced Canada’s to showcase unique Northern New Tourism Vision, a strategic, wholeadventures, such as Arctic safaris, cruises-of-government approach coordinating action and excursions to view the Aurora Borealis. Destination Canada also promotes tourism in Canadian rural areas through its suite of across 18 federal departments and agencies to help grow Canada’s tourism sector and Signature Experiences. For example, in Alberta, tourists are invited to take part to a cattle increase international visitation. drive at a ranch and sleep inISED an authenticcoordinates western bunkhouse.the implementation of Canada’s tourism strategyProvincial through the Canada’s New Tourism Vision Steering Committee and Territorial governments also play an active role in the development and . Its promotion of tourism at the sub-national level in every part of the country. Ministers vision is guided by three overarching goals: responsible for tourism from each jurisdiction meet as the Canadian Council of Tourism Ministers on an annual basis to discuss trends and issues of concern to the Canadian • Grow internatitourism sector andonal visitation to Canada by 30% by 2021 work together to seek solutions. • Double Statisticsvisitation from China by 2021 Canada is the national statistical agency responsible for the collection and analysis of tourism-related statistics. Statistics are compiled on a number of tourism industries, such as air, boat, rail, bus and taxi transportation; traveller accommodation; • Position Canadafood services and drinking to compete for a top establishments; amusement-ten ranking as an international and recreation, and travel destination, by 2025. arrangement services. Statistics Canada is re-developing its two core national tourism surveys to create the National Travel Survey and the Visitor Travel Survey, both operative In order to achieve these goals, the vfrom 2018. Statistics Canada also compilesision sets out a detailed Action Plan that identifies data on all international travellers cleared for 20 action items focused around three pillars, including investments in: 138 OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018 • Stronger and more sustained marketing, • Measures to facilitate easier access (i.e. travelling to and within Canada), and

Métis Tourism Strategy 15 • Tourism product development (i.e. support for Canadian tourism businesses and operators as they work to upgrade their offerings with new, innovative products and services).

Canada’s New Tourism Vision and its 20-point action plan were supported by major new investments announced in the 2017 federal budget. To attract more international visitors to Canada, Budget 2017 stabilized annual funding for Destination Canada, Canada’s national tourism marketing organisation at $95.5 million, starting in 2018-19. Stabilised funding will allow Destination Canada to continue its strong collaboration with industry partners to maximise the impacts of its marketing campaigns to draw in more tourists from abroad and increase economic activity.

To complement Destination Canada’s activities, Budget 2017 also provided $8.6 million over four years, starting in 2017-18, to Indigenous and Northern Affairs Canada to support the development of Canada’s unique and authentic Indigenous tourism industry.

Finally, to ensure that tourism operators and governments make the most of their efforts and investments, Budget 2017 provided $13.6 million over five years, starting in 2017-18, and $2.7 million per year thereafter, to Statistics Canada to broaden tourism data collection.

Expanding the Vision for Canadian Tourism

In December 2018, McKinsey & Company released a report titled Unlocking the Potential of Canada’s Visitor Economy. The report provides evidence that Canada’s tourism potential remains significantly underdeveloped.

Canada is not capturing its “fair share” of the growth in the sector globally. McKinsey says there is an opportunity for the country to more than double its current number of international arrivals and their associated revenues by 2030. Detailed modelling shows that tourism to Canada can grow much faster than the global or continental projections, by a minimum of 4% per year, to up to 6.4% per year through 2030. This modeling estimates the “fair share” of travellers from 180 countries that Canada could reasonably be expected to attract. In other words, the fair share is the fraction of global tourists that Canada can attract, given Canada’s characteristics relative to those of other countries, and how the behaviour of source markets is expected to evolve.

The Destination Canada-led five-year strategy, entitled North Star 22, is a multi-year, Team Canada collaborative plan with its partners for better marketing alignment, collaboration and co-investments. Just as the North Star has historically been used as a critical navigation tool, North Star 22 serves as a focal point for the industry to come

Métis Tourism Strategy 16 together in a coordinated and unified fashion to invest and promote Canada in priority international markets like never before.

UNLOCKINGWhile current sector targets THE POTENTIAL OF C ANADA’S VISITORaspire to 25 million international visitors with $25 billion in E CONOMY spend by 2022, the McKinsey analysis suggests that is achievable by 2020. In fact, the Canadaanalysis o canf Canada’s fair share suggests that by 2022, Canada could see 28.4 million dramatically grow its tourism sector visitors with $28.5 billion in spend. While global tourism growth is expected to surpass global GDP growth through the mid-2020s, driven by the new Under the right circumstances and with middle class in emerging markets, increased andthe right choices by government cheaper air services, and increased resiliency of and business, travel to shocks like terrorist attacks, these trends are expected to taper off, with a result that global tourism will grow by an average of international arrivals could grow by 124% over 2017 leve2.9% per year from 2020 to 2030.26 Tourism to North America is projectedls to about 47 million by 2030. to grow more slowly, at a still respectable Relative to tourism export revenues in 2017 of $21.3 billion, this scenario would result 1.4% per year from 2020 to 2030.27 These growth rates set an absolute minimum at which the tourism sector in Canada should be expected to grow. in an incremental gain within Canada’s visitor economy of between $15 billion and $25 billion per year attributable to tourism export gHowever, detailed modellingA shows that tourism to Canadarowth. This would translate between can grow much faster than the global or continental projections—by a minimum of 4.0% per year, to up to 6.4% per year through 2030 (see exhibit below). This modeling 110,000 to 180,000 more jobs across the country to support thestimates the “fair share” of travellers from 180 countries that Canada could reasonablyis additional tourism be expected to attract. In demand.other words, the fair share is the fraction of global tourists that Canada can attract, given Canada’s characteristics relative to those of other countries, and how the behaviour of source markets is expected to evolve.

PROJECTED GROWTH BY SCENARIO*

SCENARIOS ARRIVALS, MILLIONS; SPEND, $ CAGR, % * Does not include Potential growth: Fair share - upside Fair share - conservative Steady state any additional value Fair share - incorporates past created by focusing upside market share and on higher value improving 50 segments. performance in 6.4 individual markets 45 where potential exists 40 NorthStar 22 Vision based on a median of (25 million visitors, 4.9 four modelling 35 $25 billion spend) 4.0 approaches. achieved by 2020 30 Potential growth: 25 Fair share - assume reaching fair 15 conservative share by 2022, and return to steady state 2016 18 20 22 24 26 28 2030 growth from 2023 to 2030. Visitors M Revenues $B Visitors M Revenues $B 28.4 28.5 47 46 Assumes Canada's 28.4 28.5 39 40 Steady growth forecasted 25.4 26.0 35 36 state from 2017 to 2022.

While current sector targets (the Destination Canada-led NorthStar 22 vision28) aspire to 25 million international visitors with $25 billion in spend by 2022, this analysis suggests that is achievable by 2020. In fact, the analysis of Canada’s While the United States would continue to dominate as Canada’s largest source market fair share suggests that by 2022, Canada could see 28.4 million visitors with $28.5 billion in spend! for foreign visitors, the fair share analysis indicates that there are substantial Under the right circumstances and with the right choices by governments and business, international arrivals could opportunities to increase the number of tourists to Canada from the United Kingdom, grow by 124% over 2017 levels to about 47 million by 2030. Relative to tourism export revenues in 2017 of $21.3 China, France, Germanybillion, this scenario would, and Australia. result in an incremental gain within Canada’s visitor economy of between $15 billion and $25 billion per year attributable to tourism export growth. This would translate between 110,000 to 180,000 more jobs across the country to support this additional tourism demand.29 China would, in all modelled scenarios, be the fastest growing source of inbound visitors. The number of Chinese visitors to Canada tripled from 2007 to 2017, and can grow by another 40% by 2022 based on the fair share analysis. A — McKinsey’s proprietary Fair Share tourism model draws on data from Oxford Economics, including past arrival and outbound visit volume for 180 countries, and annual growth projec- tions for each country through 2022. Using a multivariate analysis, it calculates Canada’s past share from all source countries, and estimates future potential share using the median It is difficult to overstate how CAGR of four estimation methods: important the Chinese market is, says McKinsey. China is 1. The higher of each source market’s historical market share, most recent annual market share, and Oxford Economics’ growth projections now the world’s2. Each source largest outbound travel market as measured by trips and market’s best-in-class 5-year projected growth performance from within a peer set expenditures, 3. The highest current market share within a market cluster where people have similar behaviours and are geographically proximate (for example, , Finland, Norway and a market expected to continue to grow at 5.4% per year tSweden form a Scandinavian cluster of similar travel preferences) hrough 2020. Over the last 4. The same approach as in number 1 above, but applying to long haul travel only (6+ hours of travel between origin and destination)

6 Métis Tourism Strategy 17 seven years, one in five new international tourists is a Chinese national. Chinese tourists are not only numerous but valuable: more than 70% of Chinese tourists travel with family and friends, and have the highest international spend per trip among global travellers.

The McKinsey report says that Canada’s tourism sector faces five key challenges. Relevant aspects of these challenges are as follows.

1. Canadian tourism demand is concentrated in three ways that constrain growth:

• First, only three provinces, and the largest cities within them, are the destinations of the vast majority of visitors to Canada. 85% of visitors go to Ontario, British Columbia, or , with 74% of visitors going to the three main cities in these provinces (, , and Montréal). Consequently, Ontario, Quebec, British Columbia, and Alberta account for 87% of Canada’s tourism employment.

• Second, Canadian tourism is heavily driven by the summer season: 3.5 times more leisure visitors come to Canada during the summer than winter. Consequently, accommodation in major cities is already hitting peaks in the summer month. In addition, despite Canada being known for its winters, only 1% of visitor activities are winter-based, which creates challenges for tourism operators trying to optimize the use of talent and capital investments. Both geographic and seasonal concentration can also have negative repercussions for the tourism experience: there is seasonal crowding in and around major cities, and high prices for accommodations and attractions due to constrained capacity.

• Third, Canada is still highly reliant on the United States as a source market. The United States drives about 70% of visits to Canada, and just under 50% of the value of foreign tourism.

2. Access to attractions is major issue. Even though our natural areas are a major driver of tourism to the country, distance limits our ability to make full use of the potential of these assets.

Though the global market for nature-based tourism is exploding—from US$89 billion in 2009 to US$450 billion in 2016, the vast majority of visitors’ activities in Canada are urban: 74% are urban only; 24% are in and around urban areas; and only 2% are nature only. By contrast, in Australia, 69% of international visitors engage in some form of nature-based activity. (Visitors to Australia must also cross significant distances to visit key attractions; Canada shares this distance challenge, but Australia appears to have overcome it).

Métis Tourism Strategy 18 While Canada’s tourism brand evokes thoughts of nature, and Canada has many highly rated natural assets (including 39 national parks), tourists visit very few of these parks: nearly 50% of national park visitors go to just three parks.

3. Labour shortages are already affecting the tourism sector, as they are in other sectors in Canada. This leads to significant competition for quality candidates, and thus higher costs for labour. Across all provinces, the tourism sector could face a shortage of 120,000 people by the mid-2020s, and up to 230,000 people by 2030.

4. Another barrier to growth is lack of investment. This means that Canada cannot achieve a critical mass of attractions, accommodations, and other enablers of the sector. Additionally, most tourism businesses are small and medium-sized enterprises, the owners of which often attest that they have difficulty accessing capital. Furthermore, destination development can be an infrastructure-heavy endeavour, particularly when improved access to destinations requires new or upgraded roads and highways, marine ports, and airports. This problem can be particularly acute for potential tourist attractions in Canada’s rural and remote areas and in Canada’s north, which could require significant infrastructure investments in order to be viable destinations. Canada also underinvests in tourism marketing, spending less on marketing per international tourist arrival than its peers. A sample of 20 peer countries shows that, on average, those countries spent US$7.40 on marketing per international tourist arrival. Some countries spent far more—Australia spent US$11.40, Ireland US$12.30, and New Zealand a whopping US$22.30. Canada, by contrast, spent US$5.70. That’s 20% less than the average, and 75% less than New Zealand. 5. The fifth challenge for Canada’s tourism sector is leadership. The sector to date has undertaken several efforts to coordinate an overarching national approach to tourism. Compared to international examples of national tourism strategies, however, these efforts have been insufficiently integrated and not sustained over a long enough period to have meaningful impact.

Métis Tourism Strategy 19 3.0 TOURISM: INDUSTRY SEGMENTS AND TRENDS

In efforts to expand Métis-related tourism it will be useful to understand the motivations and interests of a range of market segments. Métis tourism overlaps with multiple tourist markets, including cultural, historical, and arts tourism, and can be linked to

CULTURAL TOURISM

According to the initial findings of the UNWTO’s Tourism and Culture Survey 2015, 40% of international arrivals are considered to be “cultural tourists”, i.e. travellers who participate in a cultural visit or activity as part of their stay. Cultural tourism is one of the largest and fastest-growing global tourism markets. Cultural tourist arrivals are growing steadily compared to overall international arrivals.

Culture and creative industries are increasingly being used to promote destinations and enhance their competitiveness and attractiveness. Many locations are now actively developing their tangible and intangible cultural assets as a means of developing comparative advantages in an increasingly competitive tourism marketplace, and to create local distinctiveness in the face of globalisation. 66 Tourism and Culture Synergies In recent decades, tourism and culture have become inextricably linked, according to the UNWTO. This linkagcannot,e is thus,partly due to the increased interest in culture, particularly as be divorced from the cultural heritage of the people who inhabit it. Cultural a source of local identiandty in the face of globalization, as well as natural heritage should be seen as part and parcel of the the growth of tourism destination’s total heritage.” , and easier accessibility of cultural assets and experiences. Furthermore, cultural This integration of tourism and culture has proceeded through different stages of the transformation tourism has been viewed as a “good”of both tourism and culture. form of tourism forIn terms of culture and cultural nations and regions to tourism we can identify three basic develop because it generates cultural, socialphases of development over the centuries,, and economic benefits. as shown in table 3.1.

Table 3.1 Phases in the development of culture and cultural tourism Phase Culturea Cultural tourismb

1.0 Culture 1.0: Cultural tourism 1.0: culture as by-product of industrial growth. Wealthy merchants and Grand Tour, cultural consumption by industrialists invested in culture as a means of polishing their a small elite. image and/or doing good for the community.

2.0 Culture 2.0: Cultural tourism 2.0: culture as industry. With industrialisation and the growth of the mass cultural tourism, development of culture industries, culture became an economic feld, invested in by cultural resources as tourist attractions. the public sector to stimulate growth and jobs.

3.0 Culture 3.0: Cultural tourism 3.0: culture as a source of new value(s). The diversifcation of cultural culture as a value platform for tourism taste, the fragmentation of cultural production and access to new (and vice versa), increasing integration of technologies and media challenges the monolithic production of tourism and everyday life. culture under Culture 2.0. Alongside economic value, culture is also seen as a means of creating identity, stimulating social cohesion and supporting creativity.

a) Sacco, P.L. (2011), Culture 3.0: A new perspective for the EU 2014–2020 structural funds programming, paper produced for the OMC Working Group on Cultural and Creative Industries.

b) Richards, G. (2014a), ‘Cultural Tourism 3.0.: The Future of Urban Tourism in Europe?’, in: Roberta Garibaldi (ed.), Il turismo culturale europeo, pp. 25–38. Métis Tourism Strategy 20

The recent consolidation of Culture 2.0 systems, particularly in cities, saw synergies developing between cultural investment and tourism production. The creation of tourism fows in itself became the rational for cultural investment, particularly as cities increasingly needed to re-position themselves in a globalizing economic feld. Such developments were often justifed in terms of the growth of cultural tourism, which was seen as the main economic driver for new museums, cultural quarters and events.3 Tourists would be attracted by culture, and their spending would in turn support investment in culture for tourists and residents alike.

Shortly after the turn of the century, however, cracks began to appear in this model due to the economic crisis. The previous urban tourism-culture growth machine began to be questioned ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284418978 - Tuesday, December 04, 2018 9:06:43 AM IP Address:204.83.108.15 because of a limited capacity to invest. From a cultural tourism point of view there was a particular issue linked to the limited fow of funds from the tourism system towards culture. Most of the economic benefts of the urban tourism-culture growth machine accrued to tourism,4 whereas the cultural sector, hampered by a view of culture as a public good that should be cheap, and a

3 Smith, M. (2007), Tourism, Culture and Regeneration, CABI, Wallingford.

4 Russo, A.P. (2002), ‘The ‘vicious circle’ of tourism development in heritage cities’, Annals of Tourism Research, volume 29, pp.165–182.

Synergies between tourism and culture have long been noted. The UNWTO report on Cultural Heritage and Tourism Development argued that:

“Culture and tourism have a symbiotic relationship. Arts and crafts, dances, rituals, and legends that are at risk of being forgotten by the younger generation may be revitalized when tourists show a keen interest in them. Monuments and cultural relics may be preserved by using funds generated by tourism.”

Today, the relationship between tourism and culture is being rapidly transformed by changing lifestyles, new forms of culture and creativity, and the development of new technologies. The culture related to tourism has become less tangible, more accessible, and has been developed in a more bottom-up fashion than in the past. This has created challenges and opportunities in developing and utilizing the many synergies between tourism and culture.

Intangible cultural heritage

An important aspect of cultural tourism is intangible cultural heritage. This is defined as those practices, expressions, knowledge, and skills that communities and individuals recognize as part of their cultural heritage. Transmitted through generations and constantly recreated, they provide a sense of identity and continuity.

Culture has an immeasurable inherent value to host communities, and as such, constitutes one of the most important assets for tourism. Equally, tourism can be a considerable force for the promotion and conservation of tangible and intangible heritage while encouraging the development of arts, crafts, cuisine, and other creative activities.

Tourism destinations owe much of their attraction to culture, which can transform conventional tourism into creative tourism, providing more authentic and genuine experiences. However, if poorly managed, tourism can also cause negative impacts on culture and heritage, thus inherently damaging the long-term sustainability of both the tourism and cultural sectors.

The recently adopted law on intangible cultural heritage in Spain illustrates the way in which concepts of heritage and culture conservation have changed in recent years:

The concept of cultural heritage has continued an uninterrupted enlargement process over the last century. The artistic, historical and monumental heritage continues as core values and types, but it has also incorporated other elements that make up a new expanded notion of culture. This responds to a new conception derived from scientific theorizing of ethnology and anthropology, which increased social awareness of these other expressions and manifestations

Métis Tourism Strategy 21 of culture. This process could be synthesized in the idea of a transition from ‘objects’ to ‘activities’ or, in more modern terms, from material assets to intangible assets.

The intangible cultural heritage shall be considered to include the practices, representations, expressions, knowledge and skills that communities, groups and, in some cases, individuals recognize as an integral part of their cultural heritage, and in particular: a) traditions and oral expressions, including modalities and linguistic characteristics as a vehicle of intangible cultural heritage; as well as traditional place names as an instrument for the valorization of the geographical name of the territories; b) performing arts; c) social practices, rituals and festive events; d) knowledge and practices concerning nature and the universe; e) traditional craftsmanship; f) gastronomy, culinary preparations, and food; g) specific uses of natural landscapes; h) forms of collective socialization and organizations; i) sound demonstrations, music and traditional dance.

The UNWTO says that while the reported growth of cultural tourism is not strongly related to the percentage growth in international tourism arrivals, it is directly linked to the absolute growth in numbers of inbound tourists. The overall growth in tourism between 2010 and 2014 is much larger for those countries that specifically feature cultural tourism in their marketing policy (66%) than for other countries (17%). Countries with a combined ministry (of culture and tourism) also had a slightly higher tourism growth rate (21%) than other respondents (17%). Countries that do not measure cultural tourism have a lower tourism growth rate (15%) than those that do measure (19.5%). This seems to indicate that greater attention for cultural tourism is linked to stronger growth of cultural tourism.

Jeff Goss has identified “Five Pillars” of cultural When asked by the UNWTO about the tourism. For the most part, these concepts suggest reasons for the change in the size of the intended outcomes or aspirations from emphasizing cultural tourism market, countries were cultural tourism. Collectively, they provide further most likely to mention product proof of the potential benefits of a focus on not just the place or its history but the Indigenous and sometimes more allusive aspects of culture. Métis Tourism Strategy 22 development and marketing measures. These included the diversification of the cultural product, new attractions, cultural routes, and events. Marketing activities were also seen as important.

In many countries there is also a need for capacity building to strengthen the marketing and delivery of cultural tourism experiences. Training in the area of tourism and culture was seen as a priority, particularly in emerging economies. Training is needed, in particular, for local communities and tourism sector actors.

Heritage Tourism Economic Benefits of Cultural and Heritage Tourism

• Injects new money into the economy, boosting Heritage or historical tourism is businesses and tax revenues subcategory of cultural tourism. It has • Creates new jobs, businesses, events and attractions, been defined as traveling to thus helping diversify the local economy experience places, artefacts, and • Supports small businesses and enables them to activities that authentically represent expand • Promotes the active preservation and protection of the stories and people of the past. It important local resources can include cultural, historic, and • Builds vital relationships among and within local natural resources. communities • Helps encourage the development and maintenance Culture and heritage tourism is a fast of new/existing community amenities growing and high-yielding sector. One Social Benefits of Cultural and Heritage Tourism tourism survey showed that over 50% • Helps build social capital of respondents polled agreed that • Promotes preservation of local traditions, customs history and culture are strong and culture. UNESCO now recognizes intangible influences on their choice of holiday cultural heritage as being as important as buildings. A destination. Culture and heritage market for experiences and traditional projects provides the economic support for keeping these tourism tends to attract high-yield skills and traditions alive tourists. While global figures can be • Promotes positive behaviour hard to obtain, all available statistics • Helps improve the community’s image and pride on tourism in various individual • Promotes community beautification markets, like the UK, New Zealand, • Builds opportunities for healthy and useful Australia, and , reveal a community relationships and partnerships • Provides research, education and work-placement consistent pattern. Culture and opportunities for students heritage tourists often stay longer and • Creates enjoyable opportunities for both local spend more money than other residents and visitors attracted to the cultural arts, tourists do. In fact, one study showed history, and preservation that a culture/heritage tourist spent • Boosts local investment in heritage resources and amenities that support tourism services as much as 38% more per day and stayed 22% longer overall compared Environmental Benefits of Cultural and Heritage Tourism to other kinds of travellers. • Helps encourage a culture of preservation • Boost awareness of the tourist site, attraction or Although the statistical evidence area’s significance doesn’t show consistency when it • Helps encourage local residents and visitors to be mindful about their impact on the natural and built environment

Métis Tourism Strategy 23 comes to repeat visitors, tourism data on US culture and heritage visitors indicates that the level of repeat visitation amongst this group of travellers is higher than that of traditional tourists.

Culture/heritage tourists usually visit cultural heritage attractions such as: historic buildings and other historic attractions; archaeological sites; state, local, or national parks; art galleries or museums; concerts, plays or musicals; and ethnic or ecological heritage sites. These travellers say that these trips are more memorable than conventional holiday trips since they allow them to learn something new. This focus on learning skills and gain enrichment has been identified as a core global trend in travel.

Culture and heritage tourists often extend their stay because of a heritage activity. The majority of these travellers stay overnight at local motels, B&Bs, or campgrounds. Culture and heritage tourists also tend to put more money back into the local economy, spending more than other kinds of tourists per trip. But these economic benefits are not the only reason why heritage tourism may be good for the community.

Arts Tourism

Another area of cultural tourism that is sometimes overlooked is arts tourism. One of the reasons for this may be the fact that it is hard to define the term “the arts”. In popular parlance the term usually means what is technically called the “plastic arts”, including paintings, sculpture, and other visual fields. Of course, the term can mean much more, from musical and dance performances to theater, from architecture to poetry readings.

To the world of tourism, art brings “style, culture, beauty, and a sense of continuity of living”, while tourism “arguably creates a channel whereby new art forms can gain support (both financial and moral), and helps to broaden the audience for the arts”.

There are at least two forms of art in tourism: (1) the public-cultural side, such as the placing of statues, monuments, and/or murals or art exhibits for reasons of community beautification and (2) the commercial side in which the public views/hears some form of artistic expression in exchange for payment. Many communities have not taken advantage of either the cultural or the commercial side, but others have turned the arts into a major part of their tourism offering. Numerous studies from around the world have show that people who include the arts in their travel plans often have higher income levels than other tourists to that locale, have a greater likelihood of staying in local hotel, take longer trips and shop more.

ECOTOURISM Ecotourism is a growing segment of the global tourism industry that is making significant positive contributions to the environmental, social, cultural, and economic well being of destinations and local communities around the world. Offering market-

Métis Tourism Strategy 24 linked long-term solutions, ecotourism provides effective economic incentives for conserving and enhancing bio-cultural diversity and helps protect the natural and cultural heritage of our beautiful planet.

By increasing capacity building opportunities, ecotourism is also an effective vehicle for empowering local communities—including Indigenous communities—to overcome poverty and to achieve sustainable forms of development. Entrepreneurs and employees include tour operators, guides, lodge and restaurant owners and employees, vehicle drivers, and park guards. The sale of artisanal products often complements ecotourism.

Métis Tourism Strategy 25 4.0 INDIGENOUS TOURISM

The Indigenous Tourism Association of Canada (ITAC) has endorsed the following definitions specific to Indigenous tourism, as they resulted from previous national and extensive consultation involving the industry, elders, and communities. • Indigenous Tourism – All tourism businesses majority owned, operated and/or controlled by , Métis, or peoples that can demonstrate a connection and responsibility to the local Indigenous community and traditional territory where the operation resides. • Indigenous Cultural Tourism – Meets the Indigenous tourism criteria and, in addition, a significant portion of the experience incorporates Indigenous culture in a manner that is appropriate, respectful, and true to the Indigenous culture being portrayed. The authenticity is ensured through the active involvement of Indigenous people in the development and delivery of the experience. • Indigenous Cultural Experiences – While it does not meet the Indigenous tourism criteria, it offers the visitor a cultural experience in a manner that is appropriate, respectful, and true to the Indigenous culture being portrayed.

What Does Indigenous Mean?

A modern understanding of the term “Indigenous” is based on the following:

• Self-identification as Indigenous peoples at the individual level and accepted by the community as their member

• Historical continuity with pre-colonial and/or pre-settler societies

• Strong link to territories and surrounding natural resources

• Distinct social, economic, or political systems

• Distinct language, culture, and beliefs

• Form non-dominant groups of society

• Resolved to maintain and reproduce their ancestral environments and systems as distinctive peoples and communities.

Indigenous peoples are the holders of unique languages, knowledge systems and beliefs and possess invaluable knowledge of practices for the sustainable management of natural resources. They have a special relation to and use of their traditional land. Their ancestral land has a fundamental importance for their collective physical and cultural survival as peoples. Indigenous peoples hold their own diverse concepts of development, based on their traditional values, visions, needs and priorities.

Métis Tourism Strategy 26 What is Indigenous Tourism?

Indigenous tourism has been described as tourism activities in which Indigenous people are directly involved either through control and/or by having their culture serve as the essence of the attraction. As such, Indigenous tourism is a distinct form of tourism that bridges several other tourism forms, such as ecotourism, cultural tourism, pro-poor tourism, educational tourism, or even events and entertainment.

As a starting point, it is useful to identify what Indigenous Tourism should encompass. At its core, authentic Indigenous tourism should feature the following:

§ Recognition, respect, and appreciation for Indigenous culture § Differentiation, authenticity and enrichment of visitor experiences § Appreciation and revitalization of traditional knowledge, cultures, and practices § Indigenous knowledge and intergenerational stewardship of cultural and natural resources § Revitalization and/or strengthening of language, pride, identity, and self determination § Contribution to Indigenous community health, development, and governance § Economic activity providing a foundation for negotiations, partnership building, co-management, conventions, and agreements § Indigenous human resource capacity building, entrepreneurship, and investment § Sharing, mutual learning and identity, societal gain, and an economic tool for poverty alleviation.

Indigenous Tourism Issues

Indigenous people in have a rich heritage that has been negatively affected by a range of influences. These include institutional racism and a range of government policies and actions from that have stripped land, resources, culture, and pride from Indigenous people. Consequently, Indigenous people experience high rates of unemployment, incarceration, and poverty, and low rates of post-secondary education completion. As a result, economic development has been a difficult task for Indigenous peoples.

Tourism has the potential to be a viable generator of economic benefits for Indigenous communities, but a range of factors must be brought into place for this potential to come to fruition. A study conducted by Harvard University (2008) identified the following range of barriers to economic development for Indigenous communities in

Métis Tourism Strategy 27 the US, which also apply to many communities in Canada. These are relevant to the development of Indigenous tourism.

§ Lack of access to capital § Lack of human capital (education, skills, technical expertise) and the means to develop it § Communities may lack effective planning § Communities may have natural resources, but lack sufficient control over them § Communities may be disadvantaged by their distance from markets and the high costs of transportation § Communities cannot persuade investors to invest because of intense competition from non-Indigenous communities § There is sometimes corruption in asset and business management § Factionalism may undermine stability in community decisions § The instability of Indigenous government keeps outsiders from investing § Entrepreneurial skills and experience are scarce

Other significant issues that can limit the potential to develop Indigenous tourism include: • There may be a lack of market interest in Indigenous tourism. • Indigenous groups in North America have experienced considerable cultural erosion via forced assimilation. Because of this, core elements of culture may be weakened or no longer exist. • Indigenous groups may be challenged with understanding what an authentic tourism product would look like (considering the social erosion that has occurred). Indigenous communities may not know how to deliver products that result in rewarding experiences for visitors • Many Indigenous groups are simply too far from markets to have a steady tourism draw.

Strengths that can contribute to tourism development include: • Culture is an important pull factor for tourism and tourists demand for distinct and intact Indigenous culture is on the rise worldwide. The emptiness of aspects of modern consumer lifestyles has resulted in non-Indigenous people wanting to experience and view authentic Indigenous culture, which they see as retaining more substance and meaning.

Métis Tourism Strategy 28 • Non-Indigenous people are interested in traditional land stewardship and want to travel to land that is sustainably managed, with higher levels of biodiversity. • Tourism has the potential to help Indigenous communities to generate income within their communities, especially rural communities. • Tourism is allowing Indigenous people in North America to tell their story. Indigenous cultural centres communicate to tourists the history of Indigenous people. Visitors to these attractions are able to discover more about the lives of Indigenous people and the hardships they have experienced. Understanding the turbulent history of Indigenous people helps foster reconciliation. • The ideal candidates to work in the Indigenous tourism industry are elders, who still speak Indigenous languages and can explain and share their culture, and youth, who likely have the greatest ability to interact with outsiders.

Guiding Principles of Responsible Indigenous Tourism

The cultural survival of the world’s 370 million Indigenous people hangs in the balance. Caught between the pressures to modernize and conform to dominant societies, many of these often-isolated communities have an increasingly compromised relationship to their rich cultural traditions, histories, and languages. Not only are they threatened culturally, Indigenous communities are often among the world’s most impoverished and disenfranchised people.

With few options, Indigenous people may choose to collaborate in the exploitation of their natural resources as a means of economic survival. Tourism can provide a viable alternative—a way of ensuring the cultural fabric and environmental resources of Indigenous communities remain intact for themselves and their children while serving as an incentive to protect their business assets. Travel companies that interact with Indigenous communities have a special responsibility to help them safeguard their resources and can play a key role in helping to do so.

The following practical guidelines—developed over the course of a year by the George Washington University International Institute of Tourism Studies, G Adventures and the Planeterra Foundation—are intended for use by travel companies that work with Indigenous communities around the world. They are meant to encourage responsible conduct and guide good business practices that serve and protect the interests of Indigenous communities and travel companies as well as produce visitor experiences that are authentic, respectful and rewarding. These principles may be used as the basis for developing new tourism products and experiences. • Full and Effective Participation – Ensure that Indigenous communities and suppliers participate in all strategic discussions and share decision-making based on the dictates of their traditional laws and customs. Travel companies should keep

Métis Tourism Strategy 29 Indigenous communities and suppliers well informed of all relevant business decisions. • Equitable Engagement – Make certain that Indigenous communities are treated as equal business partners and clearly understand the implications of all arrangements to ensure equitable participation. The Indigenous communities themselves, rather than the travel company, should determine the level of their involvement in tourism activities. • Informed Consent – Inform Indigenous communities of any activities that may affect their well being and ensure that they are free to exercise their right to self- determination. • Business Values – Respect traditional values, customs, and conventions in all business transactions. • Local Purchasing – Give priority to Indigenous suppliers when purchasing and offering goods and services. These suppliers should be treated fairly and promoted appropriately. • Community Support – Ensure fair and equitable business relationships with Indigenous communities or suppliers. Provide direct employment and skills training opportunities to local Indigenous communities. • Local Ownership – Ensure Indigenous community members own and derive direct benefits from tourism products and services. • Decent Work – Respect labor rights, provide safe and secure working environments for employees and ensure minimum payment of a living wage (which is generally higher than minimum wage and reflective of local costs of living), and offer opportunities for advancement. • Customary Laws and Practices – Understand, respect, and accept traditional norms, land ownership rights, and management systems. • Traditional Knowledge – Make every effort to ensure that traditional knowledge and its representations—including artwork, crafts, ceremonies, rituals, performing arts and all intangible assets—are protected from commercial exploitation. Tour operators should only use Indigenous communities’ traditional knowledge with full community consent. • Protection of Cultural Heritage – Ensure that traditional lands, territories, sacred sites, and resources are used with communities’ full knowledge and consent and protected against exploitation. • Monitoring and Evaluation – Travel companies should ensure a process is in place to track the impacts of the business relationship in order to minimize potential negative outcomes and ensure positive results. Also, ensure a process is in place for resolving potential grievances.

Métis Tourism Strategy 30 • Cultural Interaction – Promote respectful visitor-host interactions that foster cross- cultural understanding and don’t disrupt daily routines. • Collaborative Interpretation – Ensure that all storytelling and narratives told about Indigenous communities are accurate and defined and approved by the Indigenous community itself, with respect and appreciation for traditional languages. • Stewardship of Heritage – Work toward conserving natural and cultural resources, and assist Indigenous communities to steward and protect these assets, which form the basis of their tourism businesses.

Larrakia Declaration on the Development of Indigenous Tourism.

Given the ongoing threat to Indigenous culture and resources, Indigenous peoples are also involved in developing principles to protect themselves from the potential damage that can result from expanded tourism.

Protecting Métis Cultural Property The first Pacific Asia Indigenous Tourism Conference was held in Darwin, on the On October 18, 2018, Métis National Council traditional lands of the Larrakia people in President Clément Chartier commented on March 2012. There, 191 delegates from Bill C-391, the Aboriginal Cultural Property 16 countries representing Indigenous Repatriation Act. He noted that the private communities, government agencies, the member’s bill is a good first step for Canada tourism industry, and supporting bodies, to reconcile these injustices. “It will serve to resolved to adopt principles to guide the make way for Indigenous peoples to reclaim development of Indigenous tourism their cultural property and to guide all through the following Declaration. involved in processes that should ultimately

make everyone feel this is the right course of

action.” • Recognising that the United Nations Declaration on the Rights of “The repatriation of Aboriginal cultural Indigenous Peoples, adopted on the 13th property is going to speed up the process of September 2007, provides the cultural renewal for Indigenous peoples,” foundation for this declaration. said Chartier. “But there is also a need to • Recognising that whilst tourism ensure that repatriated cultural property has provides the strongest driver to restore, a home or homes to return to. In too many cases, the Métis Nation does not have protect and promote Indigenous adequate resources to establish museums cultures, it has the potential to diminish and/or cultural centres. This is slowly and destroy those cultures when changing. The Manitoba Metis Federation on improperly developed. behalf of the Métis Nation after a 20-year • Recognising that as the world effort is in the final stages of being able to becomes increasingly homogenous establish a National Métis Museum in , the former site of the Red River Indigenous cultures will become Métis Provisional Government.” increasingly important for tourism to

Métis Tourism Strategy 31 provide differentiation, authenticity and the enrichment of visitor experiences.

• Recognising that for Indigenous tourism to be successful and sustainable, Indigenous tourism needs to be based on traditional knowledge, cultures and practices and it must contribute to the well being of Indigenous communities and the environment.

• Recognising that Indigenous tourism provides a strong vehicle for cultural understanding, social interaction and peace.

• Recognising that universal Indigenous values underpin intergenerational stewardship of cultural resources and understanding, social interaction and peace. It is hereby resolved to adopt the following principles:

• Respect for customary law and lore, land and water, traditional knowledge, traditional cultural expressions, cultural heritage that will underpin all tourism decisions.

• Indigenous culture and the land and waters on which it is based, will be protected and promoted through well-managed tourism practices and appropriate interpretation.

• Indigenous peoples will determine the extent and nature and organizational arrangements for their participation in tourism and that governments and multilateral agencies will support the empowerment of Indigenous people.

• That governments have a duty to consult and accommodate Indigenous peoples before undertaking decisions on public policy and programs designed to foster the development of Indigenous tourism.

• The tourism industry will respect Indigenous intellectual property rights, cultures and traditional practices, the need for sustainable and equitable business partnerships and the proper care of the environment and communities that support them.

• That equitable partnerships between the tourism industry and Indigenous people will include the sharing of cultural awareness and skills development which support the well- being of communities and enable enhancement of individual livelihoods.

World Indigenous Tourism Alliance

The Pacific Asia Indigenous Tourism Conference also recognized the launch of the World Indigenous Tourism Alliance to facilitate, advocate, and network with each affiliated Indigenous tourism body and with industry, governments and multilateral agencies.

Métis Tourism Strategy 32 • Purpose – The purpose of WINTA is to provide a forum for Indigenous peoples seeking to draw on and share their traditional experiences and universal Indigenous values, to address the need for balance and harmony both between different peoples and between people and environment.

• Objectives – The objectives of WINTA are to provide a global network which:

• Facilitates – The sharing of information and understanding between Indigenous peoples on the social, environmental and economic opportunities and issues arising from tourism developments globally;

• Advocates – In support of Indigenous peoples wishing to develop responses to issues and opportunities arising from existing and proposed tourism developments and trends of global interest;

• Networks – To enable Indigenous tourism leaders to participate in and contribute to international tourism forums

• Goals – Create and support an international network of Indigenous individuals and groups to cooperatively develop and implement strategies for the advancement of Indigenous tourism. Work cooperatively within the tourism industry in ways that promote partnerships and heightened respect for Indigenous beliefs and practices.

Métis Tourism Strategy 33 5.0 CANADA’S INDIGENOUS TOURISM SECTOR: ECONOMIC IMPACTS

The following section provides a current statistical overview of the size and impact of the Indigenous tourism industry in Canada. The graphs are excerpted from Canada’s Indigenous Tourism Sector: Economic Impacts and Insights: A presentation of research in progress to the ITAC International Indigenous Tourism Conference in Saskatoon, October 30, 2018, by Adam Fiser, Principal Research Associate, The Conference Board of Canada.

Overview The Indigenous tourism sector has grown substantially since 2014/15. Key drivers of GDP growth include travel services-retail, gaming, and accommodation. The lead driver of employment continues to be recreation and outdoor activities, especially in Ontario, British Columbia, and Quebec. In terms of regional diversity, Ontario continues to maintain the largest footprint, followed by British Columbia. In 2015, the top three tourism sectors for Indigenous tourism business types were outdoor adventure (21%), retail (20%), and accommodations (18%).

In a 2018 survey, Indigenous tourism operators said that while their operations are diverse in size and scope, they share many similar issues and challenges to those of other SMEs in Canada’s tourism economy, especially those in rural and remote areas. Indigenous operators want to grow, but capacity constraints present obstacles, particularly in terms of financial and human resource limitations. Culturally appropriate tourism development is a priority for many Indigenous operators. Many are mission- driven to promote local cultures and protect heritage. With regard to issues and challenges, respondents identified: • Local labour capacity/training • Access to capital • Reputation/brand • Uncertainty about regional/federal tourism strategies • Developing authentic cultural experiences • Concerns about heritage and sacred sites • Ecological concerns • Concerns about over-commercialization • Desires for meaningful visitor experiences

Size of Indigenous Tourism Sector The following three charts show the overall size of the sector in terms of Gross Domestic Product; the GDP impact by province; and the GDP by the industry groups that make up the sector, specifically: • Recreation and Outdoor Activities • Gaming

Métis Tourism Strategy 34 Indigenous Tourism’s Economic Impacts Indigenous Tourism’s Economic Impacts Regional Variation Employment Direct GDP Impact of GDPIndigenous Tourism Key Measures 14 (Canada 2018) $2,000,000,000 These in-progress results are subject to 12 • Businesses• Travel Services (135 -export Retail $1,500,000,000 revision• Arts and Heritage 10 $1,000,000,000 ready)• Accommodation Thousands 8 •• Transportation Employment $500,000,000 6 • Employment• Food and Beverage $0 4 • GDP Direct GDP 2 • Other 2015 2018 • GDP - ON BC QC SK AB NT NU MB YT NL NB NS PEI Indigenous tourism businesses GDP Employment Employment (Peak) 2,000 50,000 $600 Direct GDP Impact of 40,000 Indigenous Tourism 1,500 by Province (Canada 2018) $500 30,000

1,000 Millions $400 20,000 500 10,000 $300 - - Businesses Direct employment (peak) $200 2015 2018 2015 2018

$100 4 $0 Indigenous Tourism’sON BC QC EconomicNT AB SK MB NL ImpactsYT NB NS PEI GDP (Basic Prices)

7 Direct GDP Impact of Indigenous Tourism Industry Groups Direct GDP by Industryby Industry Group Groups (Canada 2018) $600 • Travel Services - Retail $500

Millions $400 • Other $300 $200 • Gaming $100 $0 • Accommodation Other Gaming • Recreation and Outdoor Activities Transportation Arts & Heritage Acccommodation Food & Beverage

• Transportation Travel Services - Retail

• Food and Beverage Recreation & Outdoor Activities

• Arts and Heritage

6

Métis Tourism Strategy 35 The following tables, which provide GDP impact statistics from 2014, are included to provide additional detail and for comparison to the more recent information from 2018. The tables are excerpted from National Aboriginal Tourism Research 2015: Economic Impact of Aboriginal Tourism in Canada 2015, Aboriginal Tourism Association Of Canada Economic(ATAC), ImpactO’Neil Marketing & Consulting. of Aboriginal Tourism in Canada 2015 Sec. 8: Economic Impact

Exhibit 8-7: Economic Impacts of Aboriginal Tourism in Canada, 2014 Economic Impacts of Aboriginal Tourism in Canada 2014

Total (Direct, Simple (Direct and Indirect and Variables Direct Impact Indirect) Impacts Induced) Impacts Employment (Full Year Equivalence) 26,797 35,063 40,180 Output $2.65 billion $3.77 billion $4.64 billion GDP (Value Added) $1.41 billion $2.04 billion $2.58 billion Wages and Salaries $0.87 billion $1.17 billion $1.36 billion Government Tax Revenue $67.4 million $101.7 million $145 million *Excludes , as insufficient data available at the time of report production. SOURCE: O’Neil Marketing & Consulting Economic Impact of Aboriginal Tourism in Canada 2015 Sec. 8: Economic Impact

ExhibitDirect 8-4: TotalEconomic I (Direct, Indirectmpacts of Aboriginal Tourism by Province/Territory and Induced) Economic Impacts of the Aboriginal Tourism Sector by 2014Province / Territory, 20 14

Jobs GDP Province / Territory (Full Time Equivalence) Output (Value Added) Wages and Salaries Taxes British Columbia 8,443 $978,456,749 $561,433,614 $298,844,018 $30,223,495 Alberta 2,272 $296,020,401 $169,812,591 $92,821,569 $7,971,655 Saskatchewan 2,785 $300,634,558 $162,326,639 $80,748,117 $9,490,934 Manitoba 1,226 $130,226,259 $74,904,488 $38,614,358 $5,326,340 Ontario 14,044 $1,729,872,333 $957,410,568 $497,126,061 $63,211,888 Quebec 5,084 $526,130,129 $303,549,100 $157,079,790 $12,069,766 1,549 $152,212,948 $80,037,134 $44,140,437 $5,509,317 415 $29,168,316 $16,222,277 $7,710,929 $832,002 1,001 $90,417,277 $54,618,093 $29,342,205 $3,349,642 Newfoundland/Labrador 2,337 $158,042,799 $81,228,604 $45,257,839 $3,763,535 Yukon 180 $25,633,231 $13,304,973 $6,552,671 $1,045,119 Northwest Territories* n/a n/a n/a n/a n/a 844 $223,069,526 $104,268,597 $62,814,138 $2,296,438 TOTAL 40,180 $4,639,884,526 $2,579,116,679 $1,361,052,131 $145,090,129 *At the time of publication, data was unavailable to determine the economic impact of Aboriginal tourism in the Northwest Territories. Economic ImpactSOURCE: of Aboriginal O'Neil Marketing Tourism & in Consulting Canada 2015 Sec. 8: E conomic Impact

Direct, indirect, and induced economic impacts from Indigenous tourism for 2014, including jobs, by Exhibit 8-2:province and territory Direct Economic Impact of the (Canada 2014) Abor iginal Tourism Sector by Province / Territory, 2014

Jobs (Full Time Province / Territory Equivalence) Output GDP (Value Added) Wages and Salaries Taxes British Columbia 5,585 $542,266,364 $293,344,038 $187,689,318 $15,063,860 Alberta 1,640 $169,684,521 $94,770,293 $60,366,681 $4,157,582 Saskatchewan 2,076 $187,680,328 $94,538,101 $53,367,255 $5,871,198 Manitoba 919 $85,365,083 $47,110,653 $27,599,621 $3,061,267 Ontario 9,212 $921,343,581 $502,121,353 $301,440,539 $25,429,858 Quebec 3,568 $297,520,940 $172,965,040 $103,174,065 $2,682,732 New Brunswick 1,146 $94,321,114 $47,597,341 $30,726,892 $3,155,679 O’Neil / Williams / Morten / Kunin / Gan / Payer | 74 Prince Edward Island 246 $19,694,731 $10,129,871 $5,246,616 $527,802 Nova Scotia 755 $54,384,709 $33,379,479 $20,981,364 $1,588,677 Newfoundland/Labrador 882 $95,631,165 $43,052,973 $27,223,131 $2,029,460 Yukon 137 $17,952,365 $8,431,749 $4,739,756 $909,448 Northwest Territories* n/a n/a n/a n/a n/a Nunavut 629 $164,832,995 $67,554,030 $47,672,317 $2,964,399 TOTAL 26,797 $2,650,677,897 $1,414,994,922 $870,227,557 $67,441,963 *At the time of publication, data was unav ailable to determine the economic impact of Aboriginal tourism in the Northwest Terri tories. O’NeilSOURCE: / Williams O'Neil Marketing/ Morten & / Consulting Kunin / Gan / Payer | 79 Métis Tourism Strategy 36

O’Neil / Williams / Morten / Kunin / Gan / Payer | 72 Indigenous Tourism’s Economic Impacts

Key Measures GDP $2,000,000,000

• Businesses (135 export $1,500,000,000 ready) $1,000,000,000 $500,000,000

• Employment $0 Direct GDP • GDP 2015 2018 Employment in the Indigenous Tourism Sector Indigenous tourism businesses EmploymentTotal direct employment in 2,000 The following three graphs show the size of 50,000 Indigenous Tourism (Canada 2018)

direct employment in the Indigenous 40,000 1,500 tourism sector circa 2018; peak 30,000 1,000 employment by Province or Territory; and Indigenous Tourism’s Economic 20,000 Impacts employment by industry group. 500 10,000

- - Businesses Direct employment (peak)

2015 2018 2015 2018 Regional Variation Employment

14 4 Total direct employment in Indigenous Tourism These in-progress results are subject to 12 by Province/Territory (Canada 2018) revision 10

Thousands 8 • Employment 6 4 • GDP 2

Indigenous - Tourism’s Economic Impacts ON BC QC SK AB NT NU MB YT NL NB NS PEI GDP Employment (Peak) $600

$500 Industry Groups Employment by Industry Groups Millions 9 $400 • Recreation and Outdoor 8 Total direct employment in Indigenous Tourism 7 by Industry Group (Canada 2018) $300 Activities 6 5 Thousands $200 • Gaming 4 3 2 $100 • Travel Services - Retail 1 - $0 ON BC QC• NTArtsAB andSK HeritageMB NL YT NB NS PEI Other Gaming GDP (Basic Prices) • Accommodation Arts & Heritage Transportation Acccommodation Food & Beverage • Transportation Travel Services - Retail 7 Recreation & Outdoor Activities • Food and Beverage

• Other

Métis Tourism Strategy 375 Economic Impact of Aboriginal Tourism in Canada 2015 Sec. 8: Economic Impact

The following tables show total tourism jobs in Canada by province from 2007 to 2012

and8.3 IndigenousAnalyzing tourism jobsthe Economic by Impaprovince and ct of Aboriginalindustry group in Tourism 2014. They are included to provide additional detail and for comparison to the more recent As shown in Exhibit 8-1, in total, the number of Aboriginal tourism jobs generated in the economydata from 2018. amounts to The tables show that approximately 2.2% of tourismaround 32,100 across all provinces. These include full-time and part-time jobs are in the jobs. By comparison,Indigenous this is sector. equivalent to 2.0% of all jobs in tourism industries in Canada (as shown in Exhibit 8-5). These approximate 32,100 jobs are equivalent to about 26,000 full-time jobs in the economy.

ExhibitTotal Tourism Jobs in Canada by Province/Territory, 2007 8-5: Total Number of Jobs in Tourism Sector, Canada, Provinces-2012 (Canada) and total jobs in the economy and Territories, 2007 to 2012

(Thousands of Jobs) Number of Jobs 2007 2008 2009 2010 2011 2012 Total tourism industries, 1,544 1,551 1,547 1,573 1,595 1,619 Canada British Columbia 267 261 264 282 282 287 Alberta 188 187 190 185 191 196 Saskatchewan 42 41 42 44 42 43

Manitoba 52 53 53 54 56 57 Ontario 563 573 571 572 587 591 Quebec 335 338 329 340 340 344 New Brunswick 28 28 29 27 26 27 Prince Edward Island 7 7 7 7 7 7 Nova Scotia 40 40 42 40 40 41 Newfoundland/Labrador 17 17 16 17 17 18 Yukon* 2 2 2 2 2 3 Northwest Territories * 3 3 3 3 3 3 Nunavut* 1 1 1 1 1 1

Total economy Canada59 17,099 17,378 17,080 17,385 17,683 17,851

Source: Statistics Canada, Provincial-Territorial Human Resource Module of the Tourism Satellite Account 2012

EconomicFrom Exhibit Impact of8-1and Aboriginal Exhibit Tourism 8-5, in Canada each 2015province’s and territory’s share of employment Sec. 8: Economic in ImpactAboriginal employment and total tourism employment can be derived:60 Total Jobs in Indigenous Tourism by Sector and Prov • British Columbia (20.9% vs. 17.7%) ince/Territory, 2014 (Canada) Exhibit 8-1: Total Number of Employed in Aboriginal Tourism Sector by Province / Territory, 2014 • Alberta (6.2% vs. 12.1%)

• Saskatchewan (8.2% vs. 2.7%) Events & Conferences Travel Total in • Manitoba (3.3%Transporta- vs. 3.5%)Accommoda- Food & Outdoor (Festivals & Casinos Services - Province / Province / Territory tion tion Beverage Attraction1 Adventure1 Events) /Resorts Retail Other Territory British• ColumbiaOntario (33.5% vs.150 36.5%) 703 432 960 1,600 690 150 920 1,325 6,930 Alberta 25 285 108 220 460 414 125 253 175 2,065

Saskatchewan• Quebec (13.4% vs.0 21.2%) 247 81 20 240 1,794 300 46 0 2,728 Manitoba• New Brunswick (4.4% 0 vs. 1.7%) 95 0 80 40 138 125 598 25 1,101 Ontario 775 1,330 1,890 760 1,540 1,104 100 3,059 550 11,108 Quebec 250 779 567 400 1,260 368 0 529 275 4,428 59 FromNew Brunswick Statistics Canada CANSIM0 table no. 383-0031,38 November459 2013. 80 0 644 75 138 25 1,459 60 AtPrince the Edwardtime this Island report is produced, 0 no information 0 on Northw 27 est Territories 40 is available 0 and as such 138the provincial shares 0 of employment 115 0 in 320 Aboriginal tourism total may yet to be revised. Nova Scotia 0 0 54 180 40 46 0 552 50 922 Newfoundland/Labrador 75 152 108 40 140 230 0 184 125 1,054 Yukon 6 100 20 40 27 5 0 18 0 216 O’NeilNorthwest / Williams Territories / Morten2 / Kuninn/a / Gan / Payern/a n/a n/a n/a n/a n/a n/a n/a | 75 n/a Nunavut 298 356 32 5 26 5 0 43 15 781 TOTAL 1,579 4,085 3,778 2,824 5,373 5,576 875 6,455 2,565 33,112 1 Recreation and Entertainment 2 At the time of report production, there was insufficient data on Northwest Territories Aboriginal tourism. SOURCE: O'Neil Marketing & Consulting

Métis Tourism Strategy 38

O’Neil / Williams / Morten / Kunin / Gan / Payer | 69 Indigenous Tourism’s Economic Impacts

Key Measures GDP $2,000,000,000

• Businesses (135 export $1,500,000,000 ready) $1,000,000,000 $500,000,000

• Employment $0 Direct GDP • GDP 2015 2018

Indigenous tourism businesses Employment This graph shows that the growth of Number of Indigenous Tourism Businesses 2,000 50,000 Indigenous tourism businesses from (Canada) 40,000 2015 to 2018. Of these businesses, 135 1,500 30,000 1,000 are considered “export ready.” 20,000

500 10,000

- - Businesses Direct employment (peak) 2015 2018 2015 2018

4

Indigenous Tourism Association Of Canada (ITAC)

The Indigenous Tourism Association of Canada (ITAC) is a key player in the development of the tourism industry for Indigenous entrepreneurs and communities. In December 2015, Destination Canada signed a Memorandum of Agreement with the ITAC to work together to advance Indigenous tourism in Canada through marketing on the international stage. This agreement was the first formal marketing partnership between the federal tourism marketing organization and Canada’s national Indigenous tourism organization.

The ITAC has set the following targets and established strategies to achieve them.

Measurable Goals to Achieve by 2021

• Indigenous tourism revenues: Increase revenues by $300 million by 2021, from $1.4 billion in annual Canadian GDP in 2015. • Indigenous tourism jobs: Increase the number of jobs to 40,233 by 2021 from 33,100 jobs in 2015 • Indigenous tourism businesses: Increase the number of export-ready experiences by 50 by 2021; approximately 80 Indigenous tourism experiences, festival and events were export-ready in 2015, out of a the 1,527 Indigenous tourism businesses operating in Canada. • Financial sustainability and stability of ITAC: Maintain an average of $2.6 million in annual funding from 2016 to 2021, for a total of $13 million over 5 years invested in four key strategic categories.

Strategic Pillars

ITAC has four strategic categories or pillars designed to reflect current, relevant research, build on industry knowledge, and deliver on ITAC targets. Each pillar has multiple objectives.

Métis Tourism Strategy 39

Development ITAC says it will encourage product development and investment in Canadian Indigenous tourism assets and products to remain competitive internationally. Long- term, strategic investments and development will allow the Indigenous tourism industry to capitalize on the full extent of our industry’s inherent advantages. This will create high quality, meaningful and enriching experiences that travelers seek. ITAC will foster an adequate supply of skills and labour that can deliver quality service and exceptional hospitality to enhance visitor experiences. Visitors are typically deeply touched by their Indigenous tourism experience because of meaningful personal contact. A culture of service and hospitality is critical to the competitiveness of the Indigenous tourism sector. Objectives under this pillar are: • Increase number of export-ready experiences ‘certified authentic’ by ITAC; • Include annual recertification to assure consumers and travel trade that standards are being met and respected; • Provide assistance and support for workshops and advisory services for Indigenous tourism businesses to attain and maintain export-ready status; • Provide incentive to achieve export-ready status (i.e.: marketing support); • Where possible, connect Indigenous business owners to business capital. • Education/ Training including guidelines, tool-kits and standards, best practices and case studies; • Partner with provinces/ territories on implementation systems including instructional guides, ‘train the trainer’ workshops, conferences and B2B mentoring support; • Connect members to: staff capacity development services, meaningful research; • Concentrate on leadership and business skills, customer service, tourism industry knowledge, and cultural protocols; • Foster an adequate supply of skills and labour to enhance visitor experiences through quality service and hospitality. • Responds to opportunities identified in the National Aboriginal Tourism Research Project: Product development is critical to securing greater travel trade interest and partnerships with Indigenous tourism, and for building confidence within the Indigenous community; • Meet consumer demand through enhanced product development creating experiences that are authentic, unique and engaging. These can be paired with wilderness, nature- based soft or hard adventures, food, arts and culture; • Work collaboratively on destination, business and product development with other Indigenous tourism businesses and the tourism industry;

Métis Tourism Strategy 40 • Provide direction to Indigenous tourism operators struggling to achieve/maintain market/export readiness standards; • Support efforts to build a qualified Indigenous tourism workforce.

Marketing In partnership with provincial, regional and municipal destination marketing organizations and the tourism industry, Destination Canada (DC), formerly the Canadian Tourism Commission, leads marketing initiatives around the world that inspire visitors to explore Canada.

DC focuses on consumer market segments with the highest potential for return on investment in key foreign markets. Markets particularly important for Indigenous tourism as identified by DC include Canada, Australia, China, France, Germany, Japan, the U.K and the U.S. In December 2015, the Indigenous Tourism Association of Canada and Destination Canada signed a Memorandum of Agreement with the intent of further growing and leveraging the opportunity for the Aboriginal cultural tourism sector to provide employment, cultural revitalization and economic benefits for communities and entrepreneurs.

Working together ITAC and DC will play a critical role in generating demand for Canada’s visitor economy, for the benefit of the larger Indigenous and Canadian tourism economy. The focus will be to sustain a profitable tourism industry by growing tourism export revenue for Canada. This is accomplished through DC’s core business of marketing Canada as a tourism destination abroad and generating demand for Canadian tourism product in order to bring new dollars into the country. This revenue helps support jobs and revenue for Canadian tourism businesses and the Government of Canada.

The five-year strategic partnership plan between ITAC and DC identifies two key objectives and the initiatives and activities to attain them. • Joint marketing program between ITAC and Destination Canada. • Marketing where Canada’s Tourism Brand Leads

To move target travellers closer to booking Canada, DC practices a global marketing approach that communicates the ‘Canada Keep Exploring’ brand uniformly across all their markets and consumer touch points. DC deploys a mix of consumer direct advertising and content marketing, media relations, social media, and travel trade sales and education in each market which is tailored to accommodate regional nuances. In combination, these channels connect emotionally with travellers to communicate the essence of what exploring in Canada could look and feel like, and thereby increase the likelihood of visiting Canada and seeking out Indigenous tourism experiences.

Métis Tourism Strategy 41 Key areas of focus for the ITAC include: • Focus on high-value, targeted marketing and sales efforts in core and emerging markets; • Advance awareness with consumers, travel trade and key tourism organizations; • Align and partner with Destination Canada (DC) including: media and marketing, target markets, research, co-op programs, industry events, travel trade, digital assets and digital channels; • Develop and deliver marketing communications with messaging relating to positive community and cultural impacts of Indigenous tourism. • Responds to opportunities identified in the National Aboriginal Tourism Research Project: • Increase demand through marketing that raises awareness of Indigenous tourism in Canada, and converts interest to visitation; • Increase presence at transportation gateways, such as airports and major roads.

Destination Canada and the Indigenous Tourism Association of Canada will work together to encourage small and medium sized enterprises (SMEs) to be export driven. Marketing Canada internationally requires a collaborative effort. This translates into providing tourism businesses with the tools and resources to effectively and efficiently bring their experiences to international markets.

Recognizing that many of Canada’s tourism businesses, particularly SMEs, do not have the resources needed to reach lucrative international markets, Destination Canada will make available a range of programs which are designed to meet their marketing and sales goals. These programs and tools give destination marketers and tourism businesses alike a competitive advantage in a crowded marketplace, and can be delivered efficiently and effectively by a tourism marketing organization that holds national leadership and international reach.

Leadership Under the leadership pillar, ITAC will pursue: • Representation with a national mandate, support regional/provincial/territorial initiatives and associations as appropriate; • Develop advocacy key messaging and delivery channels to achieve maximum impact; • Build support for Indigenous tourism within the leadership of local communities to grow their commitment to training and development; • Establish systems and techniques for long-term financial sustainability of ITAC;

Métis Tourism Strategy 42 • Assist with establishing and evolving provincial and territorial Indigenous tourism organizations where possible; • Deliver five-year organizational plan for ITAC staff and contracted support to fulfill key tactics, programs and actions to drive key performance indicators. Responds to opportunities identified in the National Aboriginal Tourism Research Project: Establish leadership and a coordinated approach supporting Indigenous tourism in Canada; • Enhance livelihood for tourism businesses and local tourism economies through building support from communities and establishing strong industry associations; • Support provinces/territories to develop coordinated Indigenous tourism initiatives, help create provincial/territorial Indigenous tourism organizations where possible.

Partnership Under the partnership pillar ITAC will: • Develop and solidify mutually beneficial long-term industry partnerships with: Other non-Indigenous tourism businesses; Tourism associations (federal, provincial, sector); Government ministries and agencies; • Establish effective and broad networks with industry leaders using regular opportunities for communications and sharing through networking events, committees, boards, memberships, and working together; • Establish member engagement and support of ITAC using a provincial/territorial/ regional approach; • Foster collaboration amongst ITAC members to share, learn and partner; • Demonstrate value to: Indigenous tourism entrepreneurs, provinces and territories and partners/ funders; Responds to opportunities identified in the National Aboriginal Tourism Research Project: Improve competitiveness through enhanced business development with mainstream tourism businesses/associations and network development with industry leaders; • Grow partner support (funding, business relationships); • Build avenues to collaboration between Indigenous tourism operators.

Métis Tourism Strategy 43 6.0 UNDERSTANDING THE INTERNATIONAL MARKET OPPORTUNITY FOR INDIGENOUS TOURISM IN CANADA

The Indigenous Tourism Association of Canada and Destination Canada have undertaken a survey of multiple potential markets for Indigenous tourism activities in Canada. These show considerable interest in Indigenous culture as part of the Canadian tourism experience. ITAC is working to help Indigenous tourism operators to become “export ready” so that they are well prepared to serve these visitors.

The following “market snapshots” are excerpted from 2019 Market Snapshots: Understanding the Opportunity for Indigenous Tourism Business in Canada, Indigenous Tourism Association of Canada and Destination Canada. They give a general idea of the level of interest in Indigenous tourism in a range of markets, including the size of the potential market.

Australia Market Snapshot – Australian travellers are most interested in visiting British Columbia, Ontario, and Alberta, drawn by the major cities, popular ski locations, and iconic natural attractions. They are most likely to visit more than one province during their trip. Appealing activities include “Incomparable Culture & Heritage.” • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #23 • 16% of travellers in the past 3 years took part in an Indigenous experience • 28% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 746,000

China Market Snapshot – Chinese travellers are most likely to visit British Columbia and Ontario during their visits, and are more likely to visit multiple provinces during their trip. Appealing activities include “Incomparable Culture & Heritage.” • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #10 • 27% of travellers in the past 3 years took part in an Indigenous experience • 35% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 3,825,500

Japan Market Snapshot – Japanese travellers show increased interest to visit the Western Provinces. • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #14 • 7% of travellers in the past 3 years took part in an Indigenous experience • 21% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 533,500

Métis Tourism Strategy 44 France Market Snapshot – Strong interest in Incomparable Culture & Heritage, including Indigenous and European history with a French influence. They are likely to have a special interest in Métis history and culture due to the “French connection”. • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #3 • 37% of travellers in the past 3 years took part in an Indigenous experience • 63% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 2,618,500

South Korean Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #14 • 21% of travellers in the past 3 years took part in an Indigenous experience • 32% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 2,638,000

Germany Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #6 • 33% of travellers in the past 3 years took part in an Indigenous experience • 47% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 2,396,500

United Kingdom Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #13 • 19% of travellers in the past 3 years took part in an Indigenous experience • 37% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 1,781,000

India Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #27 • 33% of travellers in the past 3 years took part in an Indigenous experience • 31% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 913,000

Mexico Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #17 • 28% of travellers in the past 3 years took part in an Indigenous experience • 43% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 685,500

Métis Tourism Strategy 45 Domestic Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #25 • 9% of travellers in the past 3 years took part in an Indigenous experience • 27% of market interested in Indigenous cultural experiences • Immediate potential for Indigenous tourism in the next 2 years: 2,584,000

US Market Snapshot • Out of 46 activities, interest in “Exploring aboriginal culture, traditions or history” ranked #20 • 18% of travellers in the past 3 years that took part in an Indigenous experience • 33% of market interested in Indigenous cultural experiences • immediate potential for Indigenous tourism in the next 2 years: 17,493,500

Focus on the US Market: American Tourists’ Interest in Canada

Aside from the domestic market, the United States is the largest potential market for Indigenous tourism in Canada. The following offers a more detailed look at the interest American’s have in Canada’s Indigenous tourism offerings.

For Americans, authenticity appears to be a primary factor when considering Indigenous tourism experiences. For participants in this study, that means: • One-on-one interaction with Indigenous people, in small, intimate groups • Learning about cultures, traditions, arts, food, storytelling, and history through active participation • Connection to nature and the environment • Adventure, both physical and mental • Unique experiences

Commercialized, highly staged and passive experiences and positioning are to be avoided. Being a spectator or experiencing something that is highly staged is not of interest. Many complained of experiences that are too “touristy”, lack a genuine quality, and typically don’t represent the level of intellectual stimulation they want when travelling. Visitors value a feeling that the culture is authentically represented, visitors are actively engaged, and it is not highly commercial or money-driven.

The assessment of authenticity is connected to major challenges for the Indigenous tourism industry in Canada, including the idea that many US travellers express a perception of Indigenous cultures as somehow separate from the modern world that they are familiar with, and use this as a touchstone for gauging authenticity. This sometimes leads to doubts as to whether or not truly authentic Indigenous tourism experiences are even possible today.

Métis Tourism Strategy 46 A big part of this view has to do with modern technology. For many US travellers there is a sense that a truly authentic Indigenous culture should exist in a world free from the technology that saturates their day-to-day lives. They imagine that Indigenous people live “off-the-grid”, and expect that visitors would do the same if participating in an authentic Indigenous tourism experience.

A general finding with the US traveller is a love-hate relationship with technology and their phones. They want to unplug and have a “media detox”, but they also can’t leave their phones behind.

Indigenous cultural experiences tend to be booked as an add-on when the traveller is already at a destination, sometimes serendipitously and sometimes after specifically looking around for it, or are included in a trip simply because they were one part of a pre-booked package. This is at least in part because they feel an authentic experience wouldn’t be advertised or booked online.

As mentioned, authenticity is a primary factor in American’s decision-making when considering Indigenous experiences, but they’re not entirely sure what “authentic” really means in this context. What does this means for industry?

• Ensure that the culture being represented in an Indigenous tourism experience is always shared in genuine and accurate way. Businesses should tell the story of their community’s connection with the land in this geographic region, both historically and currently, and how that is represented through this particular tourism experience. This may help visitors feel an authentic connection with the community they are visiting, and better understand how Indigenous people thrive in a modern society while still maintaining ties to ancient cultural traditions.

• Strive to use accurate language in description copy, including community or nation name. It may also be helpful to provide phonetic spelling where appropriate.

• Focus communications through more “organic” channels, which allow for a more personal level of connection with consumers, such as social media and travel blogs, rather than more commercial advertising. Americans say they perceive experiences to be more authentic when they can “learn by doing”. What this means for industry is more hands-on tourism experiences. Focus on visitor learning through active participation, in small, intimate groups. Experiences should be interaction-focused, offering the opportunity for genuine connections with people and with nature. Avoid highly staged, passive experiences.

While Americans are interested in exploring Indigenous tourism experiences in Canada, their overall awareness and understanding of Canada in general and the Indigenous tourism industry in particular are very low. What this means for industry is:

• Don’t assume American travellers know much about Canada, let alone your

Métis Tourism Strategy 47 community. Provide as much information as possible.

• Develop and use a consistent vocabulary in all marketing, communications, product positioning, etc. Businesses should very clearly self-describe. This will help consumers to better understand who the Indigenous peoples in Canada are, and how to talk about Indigenous tourism experiences when sharing with friends. Americans tend to book Indigenous tourism experiences as an add-on when they are already at a destination, or as one part of a pre-booked package. What this means for industry:

• There are two key intervention points: increasing consumer awareness when they are thinking about where to go on vacation, and improving industry knowledge and advocacy at local destinations.

• Work closely with the travel trade – educate and collaborate to maximize their influence. This may include providing resources such as photos for marketing materials, geographical information, etc. Businesses may refer to Destination Canada’s Export-Ready Criteria for more detailed guidelines on how to best work with the travel trade.

• Work closely with destination marketing organizations to promote local awareness and determine the best way for businesses to fit into larger itineraries.

For Americans, a great Indigenous tourism experience is really personal and special, and can transform a vacation from ordinary to extraordinary. What this means for industry:

• Position products as a highly personal experience rather than a mass-produced one. They should be interaction-focused, offering the opportunity for genuine connections with people and with nature. This will also help with perceptions of authenticity.

• Position products as a “must-do” experience in Canada that will offer the traveller a different perspective on a destination that they wouldn’t see otherwise. When they travel, Americans are looking for really unique experiences that can’t just be found anywhere. What this means for industry:

• Position Indigenous tourism products in Canada as unique experiences that couldn’t be found anywhere else, and that an “average” tourism experience wouldn’t provide.

• Highlight the uniqueness of the Indigenous culture being shared through each product, and the variety of unique cultures across Canada. This can be highlighted when presenting individual products or in general marketing.

Métis Tourism Strategy 48 7.0 INDIGENOUS TOURISM BY PROVINCE

The following section is a summary of Canadian Indigenous tourism activities in the five westernmost provinces, those associated with the Métis homeland. The research is from the Aboriginal Tourism Association of Canada’s, National Aboriginal Tourism Research Project 2015. Research for Manitoba and Saskatchewan has been combined to produce regional results.

British Columbia BC has a long history of over 20 years working closely with Indigenous tourism leaders in developing the Indigenous tourism industry with the First Nations Tourism Association in the early 1990s, and then in 1997 with the formation of the Aboriginal Tourism Association of British Columbia (AtBC). AtBC become a world leader in Aboriginal tourism development and has credited its success with its strategic partnerships with the Destination BC, Government of British Columbia, and Canada, along with the BC tourism industry, and ongoing communication with First Nations and Indigenous operators. The organization is now called Indigenous Tourism BC

BC is home to one-third of the First Nations in Canada (198) and has the second largest Indigenous population (232,290). In 2014, there were 301 Indigenous-owned tourism businesses in BC, which was 20% of all Indigenous tourism businesses in Canada, plus 8 Indigenous-themed public (government-owned) facilities. Almost a third of businesses were outdoor and adventure, 16% were attractions, 13% were retail, and 12% were accommodations. Experiences are generally located where there is a strong tourism base, such as and the , and often are interpretive and sporting activities. In BC, 4.3% of tourism businesses were Indigenous tourism.

These Indigenous-owned businesses generated total economic impacts (direct, indirect, induced) exceeding $978 million in output (equivalent to GDP of $561 million). This resulted in 8,443 full-time equivalent jobs (FTE), nearly $299 million in wages and salaries, and over $30 million in tax revenue. Indigenous tourism employment was estimated at 6,930.

As a leader in Indigenous tourism, AtBC developed and implemented the AtBC Blueprint Strategy starting in 2002 that lead to Indigenous tourism having a high profile in the . The Blueprint Strategy revealed ground-breaking information about the Indigenous tourism visitor (Native Interest Visitor). This visitor is a lucrative market to BC’s tourism industry staying an average of 13 days, with part of 3 days participating in Indigenous cultural tourism, and as well that visitors who participate in Indigenous cultural tourism spend more per trip than other visitors. Consequently, Destination BC highlighted these facts in their 2014 tourism sector profile.

Following the implementation of the Blueprint Strategy, AtBC commissioned an audit of

Métis Tourism Strategy 49 the plan activities. The review revealed the following. • The average Indigenous tourism incidence level was 22% in 2010, 69% greater than levels in 2006. • The number of overnight visits to British Columbia, which included some form of Indigenous cultural tourism, increased by an estimated 97% between 2006 and 2010 to approximately 3.7 million visits, almost double the 2006 level. • Overall, overnight visitors spent an estimated $40 million on Indigenous tourism related trips in BC in 2010. This represented a doubling of 2006 levels. • In 2010, taxes from Indigenous tourist related spending were about $11.3 million. • An estimated 2,900 FTE employees comprised the Indigenous tourism businesses workforce in 2012, representing an overall increase of 66% over 2006 levels.

Alberta Alberta, like British Columbia, once had two established regional Aboriginal tourism Associations (RATAs) in the 1990s – one focused provincially being the Niitsitapi Tourism Society of Alberta, and a localized one called the Aboriginal Tourism Authority of Alberta focused on a collective of First Nations and their tourism ventures. However, it was not long before both ceased operations due to a lack of funding support. In 2018, the provincial government created Indigenous Tourism Alberta.

Alberta has an Indigenous population of over 220,000 and is home to 48 First Nations and a prominent Métis community. The Métis community has a strong presence and representation in many Indigenous tourism and other economic initiatives.

In 2014, there were 86 Indigenous-owned tourism businesses in Alberta, and an additional 54 were Indigenous-themed public (government-owned) facilities. These businesses represented 6% of all Indigenous tourism businesses in Canada, and 4.2% of tourism businesses in Alberta. Together Indigenous tourism generated over $296 million in economic output and nearly $170 million of GDP. Further, Indigenous tourism created 2,272 jobs (full-time equivalent), generating nearly $93 million in wages and salaries, and almost $8 million in tax revenue. Directly, an estimated 2,065 people were employed in Indigenous tourism.

In terms of opportunities for Indigenous , a 2013 study of urban Albertans participation in rural vacation experiences (in Alberta) found that potential exists to draw visitors to Indigenous experiences, although Indigenous tourism is still considered a niche product. In addition to opportunities, a 2010 analysis conducted for Indigenous tourism in Alberta identified development barriers that included access to funding, limited awareness of the Indigenous tourism industry in Alberta, capacity issues, and social issues.

Métis Tourism Strategy 50 Prairies ‒ Saskatchewan and Manitoba The Indigenous population in Saskatchewan and Manitoba exceeds 350,000 people (158,000 in Saskatchewan, and 196,000 in Manitoba), which represents a quarter (25.2%) of the Indigenous population in Canada. Saskatchewan has 70 First Nations, and Manitoba has 63 First Nations. Winnipeg, Manitoba also has the highest urban Indigenous population. The Métis Nation is most visible in these two provinces, both of which have important Métis tourism sites.

Aboriginal tourism in these provinces had a kick start in the 1990s when Saskatchewan and Manitoba each established a provincially-focused Indigenous tourism organization; and as with most other regions, these two organizations were closed due to lack of resources. Currently, there are no regional organizations proposed, and currently there is a perceived lack of awareness and support for Indigenous tourism in these provinces. In 2003, following the demise of the Manitoba Aboriginal Tourism Association, the Government of Manitoba completed the first phase of an Indigenous tourism strategy. The provincial tourism organizations include Indigenous tourism within their web pages.

This region in 2014 has 126 Indigenous-owned tourism businesses in the Prairies (Manitoba and Saskatchewan) plus 68 Indigenous-themed public (government-owned) facilities in 2014. These represented 14% of all Indigenous tourism businesses in Canada. They generated an estimated 4,011 jobs (full-time equivalent), resulting in over $430 million of economic output and $237 million of GDP. Further there was $119 million of wages and salaries generated, and $14.8 million of tax revenue. Indigenous tourism employed an estimated 3,829 workers.

Ontario In the 1990’s there were two Indigenous tourism associations in Ontario: the Native Tourism Association (NONTA) and Aboriginal Tourism Association of (ATASO). They served the provinces 139 First Nations and over 300,000 Aboriginal people. However, both organizations closed in 2000 due to lack of funding.

Currently, Indigenous Tourism Ontario Indigenous Tourism Ontario (ITO) is the province’s only dedicated Indigenous tourism organization that focuses on uniting communities, Indigenous organizations, and industry leaders to support the growth of Indigenous . Through product development and marketing of authentic Indigenous experiences, ITO establishes a platform for Indigenous cultural expression and preservation through tourism.

Ontario’s presence in Indigenous tourism is substantial, having the greatest number of Indigenous tourism businesses (479), 31% of all Aboriginal tourism businesses in Canada. This was up from the 26% in 2001. The majority (469) were Indigenous-owned, while 10 were Aboriginal themed public (government-owned) facilities. These businesses created total economic impacts of 14,044 jobs (full-time equivalent),

Métis Tourism Strategy 51 equating to $1.7 billion in output and $957 million of GDP. Of this, $497 million was paid in wages and salaries over $63 million in tax revenue generated. Direct employment by these Indigenous.owned tourism businesses was 11,108.

Three initiatives have continued to move Indigenous tourism forward in Ontario. These are: 1) in , an urban Aboriginal cultural attraction called Aboriginal Experiences that offers performances, foods, and coordinates a major festival; 2) headquartered on Manitoulin Island, the Great Spirit Circle Tour offers nature-based, cultural, eco-tourism, and educational tours; and 3) Six Nations Tourism Association (under Six Nations Economic Development) that promotes and facilitates tourism development in Six Nation traditional lands

In 2010 the Ontario Tourism Marketing Partnership Corporation (OTMP) summarized information about Canadians that included Indigenous events in their trips. Among a number of findings, Ontario experienced the highest (of all provinces) number of trips that included attending an Indigenous event (208K) by Canadians. This equals about one-third of all Indigenous event attendance in Canada.

A few Ontario studies on Indigenous tourism illuminated the Aboriginal tourism visitor. A 2012 study of Ontario’s key markets (Ontario, Quebec, Manitoba and the USA) found that only 2% of travelers experienced Indigenous culture while travelling that year. Virtually none of those travelers indicated it was the main reason for their trip. In 2014, the Great Spirit Trail Circle conducted a survey of Indigenous tourism businesses in northern Ontario. Key findings are listed below. • 67% of businesses believed receiving support from an Indigenous tourism association provides value. • 91% believe they are NOT market-ready, and only a small proportion believed they were ready to do business with national (16%) or international (11%) markets. • About 22% of businesses fully understand the role of receptive tour operators, 44% replied they ‘somewhat’ understand the role. • Under half (44%) of businesses were able to provide pricing and program details at least 6 months in advance. • To become market-ready, businesses felt they needed the support in marketing (34%), finding qualified staff (31%), training and business development (30%) or other areas (4%). • The majority of businesses are very small operators and employ 1-2 staff (48%) or 2-4 staff (9%), although 27% employed more than eight staff. • About 67% of businesses operated for more than 5 years, 21% were 1-2 years old, while 12% were 3-5 years old.

Métis Tourism Strategy 52

Economic• ImpactThe top 5 challen of Aboriginal Tourismges to being competitive were: in Canada 2015 marketing/funding (21%), travel Sec. 6: Aboriginal/Indigenous Tourism distances (15%), pricing (9%), services (9%), and skilled workforce (9%).

The• topA third of businesses bel three tourism sectors for Aboriginalieved partnerships with other tourism are: Outdoor Adventure (20.9%)Indigenous which is one-fifth businesses of the experiences;would help grow their business, while fewer believed partnerships with followed by Retail (19.7%) which includes art galleries, gift shops and gas stations (which serve visitor markets,financing organizations (19%), marketing organizations (13%), and tour not primarily locals); and, Accommodations (17.5%). While some provinces and territories show a decrease in the number of businesses since 1997, these changes may be attributed to: 1) the regional organizationoperators (9%) would help grow their business. not maintaining Aboriginal tourism inventory lists; and, 2) diffe r by regional discrepancies in what businesses• The top 4 tra and sectors areining and employment programs that would most benefit tourism recognized as Aboriginal tourism (e.g., regions often did not collect information on festivals and events, gift shops/galleries, and travel support such as gas stations). businesses were customer service (24%), business support (16%), management

The following(11%) and heritage/land (11%). maps illustrate where the Aboriginal tourism businesses are located in each region. Often the businesses are located near major centers, gateways or corridors (e.g., roads), or on the coast.

ExhibitIndigenous 6-5: Western tourism business locations in Canada Aboriginal Tourism Business Locations

Economic Impact of Aboriginal Tourism in Canada 2015 Sec. 5: Global Tourism Industry

SOURCE: ATAC National Aboriginal Tourism Research Aboriginal Tourism Operator Inventory 2014 much higher shares of domestic trips than international visitors. Similarly, Manitoba, Newfoundland/Labrador, Nova Scotia and Saskatchewan had slightly higher shares of domestic trips than international visitors.

Exhibit 5-2: Overnight Indigenous tourism: Overnight visitor volumes by international market by province Visitor Volume by International Market13,14

Domestic Trips International Visitors 1 2 2013 (000’s) % of Total 2013 (000’s) % of Total Alberta 12,359 11% 884 5% British Columbia 14,682 13% 4,417 27% Manitoba 3,481 3% 208 1% New Brunswick 2,340 2% 366 2% Newfoundland/Labrador 1,561 1% 52 0% Nova Scotia 3,273 3% 191 1% Ontario 42,763 39% 7,774 47% Prince Edward Island 572 1% 2 0% Quebec 26,566 24% 2,438 15% Saskatchewan 4,683 4% 101 1% Yukon/Nunavut NA NA 158 1% *The sum of the provinces does not equal the Canadian total because travelers make visits to multiple provinces on one trip.

O’Neil / Williams / Morten / Kunin / Gan / Payer | 44 5.2 Market Profiles15

Characteristics of the Canadian, American, the Canadian Tourism Commission’s core overseas markets (United Kingdom, France, Germany and Australia) and emerging/transition markets (Japan, South Métis Tourism StrategyKorea, Mexico, Brazil, 53 China and India) are summarized in this section.

5.2.1 Canada Compared to the overall economies of the United States and Europe, Canada has performed relatively well over the past decade. Consequently, Canadians have continued to be frequent travelers spending $35.2 billion on overnight trips outside of the country in 2013. Spending on international travel has almost doubled since 2005 and Canada ranked seventh in international tourism expenditures. Interestingly, in 2013, Canadians took more pleasure trips to the United States than within Canada.

13 Domestic Trips: Statistics Canada. Table 426-0026 - Travel survey of residents of Canada, province visits, expenditures and nights, by province visited, trip characteristics and visit duration, annual.(accessed: November 20, 2014). 14 International Visitors: Statistics Canada. Table 427-0004 - Number of international tourists entering or returning to Canada, by province of entry, monthly (persons) (accessed: November 18, 2014). 15 There are five main sources of information for this section including: 1. United Nations World Tourism Organization (2014). UNWTO Tourism Highlights 2014 Edition. United Nations World Tourism Organization. 2. The Canadian Tourism Commission Global Tourism Watch Studies. 3. Canadian Tourism Commission (2014). Helping Tourism Businesses Prosper. Canadian Tourism Commission 2013 Annual Report. Canadian Tourism Commission. 4. Canadian Tourism Commission Market Research and Evaluation (2013). Tourism Snapshot 2012 Year-in-Review. Canadian Tourism Commission 5. Canadian Tourism Commission Market Research and Evaluation (2014). Tourism Snapshot September 2014. Canadian Tourism Commission.

O’Neil / Williams / Morten / Kunin / Gan / Payer | 29 8.0 INVENTORY OF MÉTIS NATION TOURISM PRODUCTS

ALBERTA

Métis Crossing https://metiscrossing.org Tel: (780) 656-2229

Métis Crossing is the first major Métis cultural interpretive center in Alberta. Its mission is to be a premiere center for Alberta Métis cultural interpretation, education, gatherings, and business development. The 512-acre site, comprised of river lots of the original Métis settlers to this region in the late 1800s, is just 1.5 hours northeast of Edmonton. It was once a large Métis community and a major stopping point along the Victoria Trail.

The location is along the historic Victoria Trail which, which has received a National Historic Site designation. It contains a 6,000-year-old campsite and linkages to the early Company, the fur trade, and the opening of the West to Europeans.

Métis Crossing is designed to engage and excite visitors. Programming encourages the participation of visitors in activities that promote appreciation of Métis people, customs, and celebrations. The development and operation of this facility mirrors the core values of the Métis community including self-sufficiency, respect of elders, participation of youth, and pride in culture.

Visitors enjoy a cultural tour, camp in a replica fur trapper tent, learn to set a beaver trap, sample dried bison, paddle a voyageur canoe, and dance a Red River jig. Costumed interpreters walk them through the historical village and teach them to weave a Métis sash at a loom. To finish, they tour Victoria Settlement, a former fur trade fort.

Métis Crossing Nature Preserve The Métis Crossing Nature Preserve is dedicated to preserving local flora and fauna of the Boreal forest along the North Saskatchewan River. Marked interpretive trails provide an understanding of the Indigenous relationship with the land. Located on original Métis river lots from 1863, the preserve contains unique natural features that deepen visitors’ understanding of the Métis and the origins of Canada.

Cultural Gathering Centre In May 2018, the Métis Nation of Alberta and the Governments of Canada and Alberta broke ground for a new Cultural Gathering Centre at Métis Crossing. Once complete, the centre will facilitate year-round programming for the first time. Construction on the new cultural centre is scheduled for completion late summer of 2019. The facility will provide a cozy place to warm up by the fireplace after visitors participate in authentic

Métis Tourism Strategy 54 Métis experiences that may include night sky watching, snowshoeing, and trapping programs. The new centre will provide 10,000 ft2 of gathering spaces, meeting rooms, classrooms, exhibits, and interpretive spaces to engage visitors. The centre is being designed to maximize energy and operational efficiencies to help achieve financial sustainability. The Government of Canada has committed $3.5 million for construction of the facility and the Government of Alberta has also provided $1 million in funding for construction and site developments.

Métis Crossing Events Three events are held annually: Aboriginal Day, a Music Jamboree, and the Métis Crossing Voyage. Métis Jamborees are somewhat comparable to First Nations Powwows in that there is a Jamboree circuit. The John Arcand Fiddle Fest held in Saskatchewan is part of that circuit.

Associated Sties Métis Crossing could form a “hub and spoke” Métis tourist destination for the region, including other Métis tourist and heritage attractions in the area such as the Victoria Trail, Victoria Settlement, and Lac La Biche Mission as well as the North Saskatchewan River with linkages to the fur trade and Edmonton.

Victoria Trail In 1999, directional and interpretive signs were installed along the 58km length of the historic Victoria Trail, the oldest road in Alberta still in regular use. Begun as an Indian trail running along the banks of the North Saskatchewan River, it winds through picturesque farmland from Secondary Highway 38, southeast of Redwater, to the Victoria Settlement Provincial Historic Site in south Smoky Lake County.

Eventually becoming the chief overland route linking (Winnipeg) with Fort Edmonton, the trail was known by various names depending on the stretch being referred to, the “Victoria Trail” being used to describe that portion between Edmonton and Fort Victoria. Further east, it was known as the Fort Pitt or the Fort Carlton Trail, after the next major trading posts along the North Saskatchewan River.

Métis Tourism Strategy 55 It was also summarily identified as the “Winnipeg” or “Saskatchewan” Trail in some early maps and documents, the larger parts of which have disappeared with time, while much of the Victoria Trail has been largely preserved.

The first white man to walk on the ancient Indian paths along the Saskatchewan River was the explorer Anthony Henday in 1754-1755, then he travelled upriver with some Cree associates on a trailblazing mission for the Hudson’s Bay to encourage tribes further west to come and trade at York Factory in Manitoba. Later, Peter Fidler, David Thompson, and Alexander Henry the Younger were among the other well known fur traders who made use of the wandering track that provided a cross- country alternative to paddling against the current or seasonal ice floes of the swift- running Saskatchewan River.

With the establishment of the Methodist Mission at Victoria in 1862 by George McDougall, and the subsequent founding of an adjacent Hudson’s Bay Company outpost two years later, what had long been a track suitable for walking or for packhorses, gradually evolved into a primitive road capable of conveying carts and wagons. Thus, when the North West Mounted Police made their historic trek through Kalyna Country to Fort Edmonton in 1874, they were able to follow – sometimes with great difficulty and genuine hardship – what was essentially a crude road with an already colourful past. A few years earlier the trail had been traversed by engineer Sandford Fleming, who was familiarizing himself with possible routes to be taken by the new Canadian national railway to the Pacific Coast.

With the growth of both Edmonton and the Victoria Settlement traffic naturally increased, especially after east central Alberta was opened up to homesteading in the late 1880’s and 1890’s. With the huge influx of Ukrainians and other immigrants at the turn of the century, the Victoria Trail saw heavy and regular use that resulted in its further evolution into an important rural road. Although it fell out of favour when first railways and then paved highways came, the Victoria Trail continues to be used by local farmers as well as area residents who prefer a more leisurely and scenic trip to their destination.

Now tourists, too, can enjoy its charms by taking the interpretive drive developed by the Kalyna Country Ecomuseum. Along the way you’ll see a host of fascinating reminders of the past, such as the historic Victoria Park Cemetery, which was recently restored and reconsecrated, and a monument commemorating the famous 1874 trek of the Mounties.

Victoria Settlement Historic Site Victoria Settlement is located in the same areas of the Métis Crossing and the Victoria Trail. At one time it was a bustling Métis community located along the North Saskatchewan River. It is where the Reverend George McDougall founded a Methodist Mission in 1862. In 1864, the Hudson Bay Company opened Fort Victoria

Métis Tourism Strategy 56 as a Trading Fort.

Victoria Settlement brings the history of late 19th-century Alberta to life with costumed interpreters, historic buildings and interactive tours. At the site of the Hudson’s Bay Company’s Fort Victoria, where the company traded with local Indigenous people, visitors learn about the fur trade, missionary activity, and early European settlement. Take a guided tour to learn what life was like for the people who lived here from 1862-1922. They can book the Victoria Trail Voyageur Experience to spend a day exploring the fur trade era, paddle the North Saskatchewan River in a large voyageur canoe to Victoria Settlement, practice portaging fur trader-style with a pack secured around your forehead, and continue their journey to learn what it was like to raise a family at Fort Victoria while trying to keep up with the Victorian fashions of 1864.

Lac La Biche Mission Over 150 years of history is on display at Lac la Biche Mission, which was established in 1853. It is located within an hour of Métis Crossing.

Other Alberta Sites and Events • St. Albert – St. Albert, a city on the Sturgeon River, was originally settled as a Métis community and is now the second-largest city in the Edmonton Metropolitan Region. St. Albert has a strong Métis connection including: • Michif Culture Connections preserves and protects culture and heritage • Alberta’s Oldest Building, the St. Albert Roman Catholic Mission, was constructed by Father Albert Lacombe and the Métis in 1861. Tours of the church and cemetery are available from May 15 to Labour Day. • Heritage Sites including Heritage Museum, the Little White School, St. Albert Grain Elevator Park and River Lot #24 • Fort George/Buckingham House – Located near Elk Point, this site interprets two forts (Fort George and Buckingham House). These were two competitive fur trade posts. • Big Valley Hivernment – Located in Big Valley Alberta, the site interprets an early Métis Hivernment Camp including authentic Métis dress. • Tail Creek Park – Located just south of Nevisat Content Bridge (Highway #21) this 31- acre site at the end of the Red Deer River in the Stettler Region. In 1880s, this was the site of the largest Métis Settlement west of Winnipeg. The Métis Nation of Alberta offers tenting and RV sites from May to September 15. • –Beaver Hills, located within Elk Island National Park, is a “shared” Aboriginal historic site that is significant to both the Métis and First Nations. A five-hour interpretive tour also interprets the arrival of Europeans, the fur

Métis Tourism Strategy 57 trade and its impact on the lives of Indigenous people and the control over resources. Elk Island experiences almost 200,000 person visits annually. • – Ewan Moberly Homestead is an original Métis homestead located in Jasper National Park. Buildings are partially restored by Parks Canada and are open year round to offer interpretation of Métis history in the region. Jasper experiences 1.9 million person visits annually. • Rocky Mountain House National Historic Site – Original fur trade post which was used by David Thompson as a base to find a pass across the . Interpretive Centre, gift shop, Bison herd nature trails. Open mid-may to early September with an estimated 10,000 person visits annually. • Fort Edmonton Park (Edmonton)–Interpretation of 1850s fur trade at Hudson Bay Fort and Trading Post. Period interpretation 1846 – 1920s. • Fort Smith Mission Park – Northern Alberta Roman Catholic Mission on a fur trade route. • Bison – The bison were the lifeblood of the Métis economy. Alberta offers a number of Indigenous experiences that are associated with buffalo and the activities of Alberta. • Buffalo adventures – Wainwright – in east central Alberta. Buffalo Nature Park Interpretive Centre, Exhibits and Buffalo Galley, Wainwright. • Buffalo Nations Museum, Banff Interpretation of before and after contact between European and First Nations. • Head-Smashed-In Buffalo Jump – UNISCO North Heritage Site – Located 90 miles south of – focused largely on the Plains Indian over 6,000 year history. This is a major Aboriginal tourism attraction. • Wood Buffalo National Park – Located at the border between Alberta and the NWT. Largest park in Alberta – has the world’s largest free roaming self- regulated herd of Bison. • Grouard Native Cultural Arts Museum at St. Bernard’s Museum (North Lake College.) Highlights the heritage of the Métis people plus fur trade history and missionaries. • Historic Dunvegan Provincial Park is a restored 1878 Hudson Bay Company Factor’s House and one of Alberta’s earliest fur trade posts and missionary centres. • Kalyna Country Museum –Located east of Edmonton, near the North Saskatchewan River – interprets Métis settlements in the region along with pioneers, First Nations and Cree. • Northern Life Museum at Fort Smith interprets traditional lifestyles and land activities of First Nations and Métis.

Métis Tourism Strategy 58 • Slave River Portage and Rapids – Key historic waterway for trade and access to the North. Located near Fort Fitzgerald. • – Cypress Hills –The Cypress Hills are significant to both First Nations and Métis history as well as to the early settlement of the West. The Cypress Hills Park straddles the southern Alberta/Saskatchewan borders. • Annual Delia Michif Gathering is an opportunity to learn about Métis history and genealogy. • Heinsburg Jamboree offers five jamboree events from January to May. • Alberta Métis Historical Society – The Métis Historical Society was formed to enhance training opportunities for Métis people and to educate and share the history of their participation in Canada’s story. The society was incorporated in 1986 and renamed in 1999. The Alberta Métis Historical Society Tourism Development Project, the Métis Millennium Voyage, is committed to assisting Métis people to work toward the betterment of life through basic education, advanced education, and career development. This will lead to self-sufficiency and pride in their contribution to Canadian heritage and the preservation of Métis heritage and culture. More information at www.collectionscanada.gc.ca/eppp- archive/100/205/301/ic/cdc/albertametis/index.htm Tel: (780) 455-2200 • Kikino Silver Birch Resort–The Kikino Silver Birch Resort is dedicated to a founding Father of the Federation of Métis Settlements, Adrian Hope. Located at Kikino Alberta, the resort includes: beach front furnished log cabin rentals; camping sites; boat/paddle rentals; picnic area and BBQ shelter; boat launch; excellent fishing for Pickerel, Pike and Whitefish; and trails through the boreal forest • Painted Warriors Ranch - A traditional welcoming ceremony greets visitors to Painted Warriors Ranch in a wide-open, forested setting with dramatic views of the Rocky Mountains. Enjoy culture-sharing guided hikes, learning about Metis and other Indigenous ways of life while on the lookout for elk, moose, deer, coyotes, wolves, and black bears. Visitors take up or hone horseback riding, snowshoeing, archery, or bush survival skills, immersing one in a variety of year-round, traditionally-based learning programs lasting from one to five days. After a winter excursion, warm up around a campfire over bush tea and hot berry soup with bannock while listening to stories about the stars above. Located in the foothills 110 kilometres northwest of Calgary, just off the legendary Cowboy Trail, Painted Warriors Ranch is an ideal place to learn about animal tracking and natural navigation using a shadow stick. Certified training courses are also offered for everything from outdoor cooking and to equine first aid and horseback riding, which can include multi-day backcountry boot camp adventures. Join the chef in collecting wild plants and roots used for food and medications, and take part in preparing a traditional evening meal. Then head to bed in a tent—go

Métis Tourism Strategy 59 simple or opt for a luxurious walled tent for a night of “glamping”. Wake up refreshed to the sounds of birds and nature. “Our goal is to offer more than just tourism experiences,” says Tracey Klettl, who runs the 100 percent Indigenous- owned Painted Warriors with partner Tim Mearns. “People are losing their outdoor skills; we’re working to keep them alive since they’re part of our culture.” More information: www.paintedwarriors.ca 403-637-9138 • Jasper Tour Company - The are known to some Indigenous people living in Alberta as the “Shining Mountains” or the “Backbone of the World.” To Joe Urie, a Metis guide and owner of the Jasper Tour Company, these mountains are simply “home.” Urie comes from a long line of proud Metis who have been living and guiding along the Athabasca River since 1860. The first of his people arrived on these shores from the Metis Settlements at Red River, in what is now Manitoba. Urie, who considers the Athabasca River to be “the blood in my veins,” invites you to experience this region of Canada through his eyes, whether it’s viewing the grandeur of the Rockies, hearing stories of the region’s First Peoples or learning about the wildlife that roams there. When out exploring with Urie, expect to encounter animals such as deer, moose, black bears, wolves, marmots, pikas, eagles, grizzlies, and elk. What people see depends on everything, he explains, from the season to the time of day. “Tourism is an awesome means to tell our stories, and there are so many stories to tell about this part of Canada,” says Urie, adding that his tour company, which specializes in half-day tours year-round, offers an excellent introduction to Jasper and its surrounding areas. “People often do a tour with us before their bigger adventures in the area, just to get a handle on where they are.” Ultimately, he says, the Jasper Tour Company avoids cookie-cutter experiences. He keeps groups small so guests can connect with each other and with the natural world around them. More information: www.jaspertourcompany.com 780-852-7070

SASKATCHEWAN

Batoche The Métis settlement of Batoche (named after Xavier Letendre dit Batoche) was established in 1872. By 1885 it numbered 500 people. The Métis of the area settled on river lots, and the community contained several stores as well as the Roman Catholic Church of St. Antoine de Padoue. Batoche was the de facto capital of Riel's Provisional Government of Saskatchewan.

Batoche has a significant place in Métis and Canadian history. The Battle of Batoche, the last battle of the Metis Resistance, is widely recognized as a pivotal event in the . Batoche and area include the following heritage sites:

Métis Tourism Strategy 60 • Batoche National Historic Site is managed by Parks Canada. Visitors explore Métis history and learn about Louis Riel and how he led his Métis people in an armed uprising against the Canadian Government in 1885. The site features archaeological remains of the village of Batoche, the church of St. Antoine de Padoue, its rectory, the Caron homestead, trenches used by Middleton's army, and Métis rifle pits. Visitor Centre includes a museum and multi-media theatre show, cafe, gift shop, and food catering service. It experiences between 15,000 and 20,000 visits annually, approximately one-half being school tours. • The Métis Cemetery, with a spectacular view of the North Saskatchewan River, includes the graves of many fallen during the resistance, Including Gabriel Dumont’s grave. • Fish Creek/Tourond's Coulee, including church at Fish Creek village and Middleton's encampment, is a scene of another battle. • Petite Ville – Petite Ville is a Provincial Heritage Property located on the west bank of the South Saskatchewan River, approximately 14 kilometres south of the Batoche National Historic Site and 60 kilometres northeast of Saskatoon. The 83-hectare site features the archaeological remains of a 1870s Métis hivernant (wintering) village, including numerous mounds, depressions, and building outlines. • Duck Lake – The town features the Duck Lake Murals, an outdoor historical gallery depicting regional history in larger than life form, and the Duck Lake Regional Interpretive Centre with a high-rise viewing tower. It tells the story of the 1885 Resistance from Métis, First Nations, and pioneer perspectives. Duck Lake is also the site of a Mounted Police Museum and Interpretive Centre. • Battle of Duck Lake – Historical cairn 3 km east of Duck Lake commemorating encounter between Métis (Dumont-led) and force of NWMP (Crozier-led) and area settlers from Fort Carlton. • Fort Carlton Provincial Historic Park – Fur trade provisioning post with reconstructed stockade and furnished buildings, circa 1860s; Plains Cree Indian encampment; Interpretive/guide staff, group programs, interpretive trails; Visitor Centre with fur trade displays and gift shop; picnic area, campsites. • St. Laurent de Grandin – St. Laurent was the first permanent Métis settlement along the South Saskatchewan River. It is just north east of Duck Lake and is now the Roman Catholic Shrine of Our Lady of Lourdes. Although never a town, St. Laurent was an important area of settlement and of spiritual significance in the area during the late 19th Century. St. Laurent’s picturesque scenery continues to attract tourists to the shrine along the Louis Riel Trail today. Listed as one of Canada’s Historic Places, during the 1885 North West Resistance the site served as a place of refuge for community members. The cemetery contains the graves of several local residents killed during the battle of Duck Lake.

• The City of Prince Albert was incorporated as a town in 1885. It was originally the

Métis Tourism Strategy 61 headquarters for the Métis and where the first meetings between Louis Riel and Gabriel Dumont took place. Proportionately, Prince Albert has the largest Métis population of any city in Canada. At the Historical Museum, visitors relive the Prince Albert area’s history through photos and artefacts, including 1885 weapons, photographs, and a translated Louis Riel diary. Enjoy a cup of tea in the tearoom overlooking the North Saskatchewan River. • Trails of 1885 – The Trails of 1885 initiative, including online and print self-guided tour itineraries, was established in 2008 to promote the 125th anniversary of various historical events that occurred in Manitoba, Saskatchewan, and Alberta in that year. It is designed to link together sites, festivals, and events across the Prairie Provinces associated with the Métis Resistance of 1885. The objective is to tell the “stories” of 1885 to visitors from around the world. • Back to Batoche – The annual Back to Batoche Celebration is an annual Métis reunion offering rich and rewarding experience of Métis culture. It provides opportunities for participation and education through hands-on cultural activities that embrace the entire community. Everyone is welcome. • Duck Lake Rodeo – This event has traditionally been associated with the Métis community in the area and provides a spotlight on their very proficient horsemanship.

Other Métis-related Sites • Louis Riel Trail – A key travel corridor in Saskatchewan starting at Prince Albert, linking Saskatoon, Regina, and the Qu’Appelle Valley, including several Métis communities and historic sites. • Marr Residence is the oldest building in Saskatoon still standing on its original location. This simple two-story frame house earned a special place in Canada's history when, in 1885, it served as a field hospital for many victims of the Northwest Resistance. • John Arcand Fiddle Fest – 4-day festival is held 17 km southwest of Saskatoon at Pike Lake. A major Métis cultural event with over 5,000 visitors. • Northern Métis Towns - The Carleton-to-Green Lake Trail to northwest Saskatchewan was another major Métis transportation corridor that will be of

Métis Tourism Strategy 62 interest to tourists. Northwest Saskatchewan is the only portion of the Métis homeland with a Métis regional community of 16 Métis villages and settlements, some such as Ile a la Crosse, Green Lake, and La Loche being the main historic/original Métis villages. Métis there continue in large measure to practice traditional resource use, such as trapping, hunting, harvesting, and fishing. There are also many pristine lakes and rivers for camping/eco-tourism, by canoe or boats. • Southern Saskatchewan – Southern Saskatchewan also has some Métis heritage sites. • RCMP Heritage Centre There is a very strong connection between the RCMP (NWMP) and the Métis. Opened in 2007 in Regina, the $40 million RCMP Heritage Centre, designed by Arthur Erickson, tells the story of the RCMP from its early years in the west to its current day role as a police and security force. The Museum has approximately 65,000 visitors annually. The site of the museum, Regina, is also prominent as it is where the trial and execution of Louis Riel took place after the 1885 Rebellion. • Trial of Louis Riel – John Coulter’s dramatic play reenacting the trial of the Métis leader has been held in Regina since 1967. • Willow Bunch has a strong Métis and Fransaskois influence. It was home to the famed Willow Bunch Giant, Edouard Beaupré.

MANITOBA

The Métis and Manitoba have strong ties. Louis Riel is regarded as the father of Manitoba. In Manitoba, the Métis population and heritage sites are largely centred in Winnipeg and St. Boniface, a community within Winnipeg. Winnipeg has the largest urban Métis population in Canada. St. Boniface The community of St. Boniface itself is a major tourist attraction. It is known as the French Quarter and has its own unique architectural style. It is the largest French- Canadian community west of Quebec. It has very special significance to Riel and the Métis. It houses a cluster of Métis heritage attractions described below. St. Boniface was home to several significant Métis figures in addition to Louis Riel. Joseph Royal, founder of Le Métis Newspaper in 1872, was a member of the earliest provincial cabinet and the speaker of the legislature from 1871-72. He was author of the Bill to establish the and its first Chancellor. Archbishop Tache was Archbishop of St. Boniface during the 1870s and 1880s. He had a substantial impact on the settlement of the area and its Métis population. He is buried in St. Boniface. One of the most significant landmarks in Winnipeg is the shell of the St. Boniface Cathedral. Other St. Boniface attractions include the Métis murals, a theatre at the St.

Métis Tourism Strategy 63 Métis National Heritage Centre (Proposed) Boniface Cathedral, and the St. Boniface Cemetery, where Riel is buried. The proposed Métis National Heritage Centre (MNHC) will showcase the history of • Riel House, St. Boniface - Louis Riel was the Metis Nation and interpret the born in St. Boniface. The family home has significance of the Metis people to the been restored and is a National Historic development of the Canada. This will be Site. After Riel’s trial and hanging his body done by providing education on the history, was returned to his family home before heritage, language, culture, methods of his burial in the St. Boniface Cathedral governance, and contributions of the Metis Cemetery. Riel House National Historic Nation before, during, and after Site is open to the public from mid-May to Confederation. The MNHC would be a Labour Day. Annual attendance is central feature of a Métis tourism hub in Manitoba. approximately 5,000 person visits. No National Métis Heritage facility of this • Saint Boniface Museum - The Saint type currently exists in Canada. The Upper Boniface Museum is housed within Fort Garry Site is at the Red River Winnipeg’s oldest building, the former Settlement, now known as Winnipeg, both the “Keystone” and “Gateway” for western Grey Nuns’ Convent built in 1844. It is an Canada. Winnipeg is also the Birthplace of outstanding example of Red River frame the Métis Nation and is at the Heart of the construction, using no nails. The Museum Metis Homeland. This makes it an ideal houses a collection of French Canadian location for the MNHC Project. and Métis Heritage and is open to the The Upper Fort Garry site is one of the most public from March 21 to September 27. significant historic sites in the development Museum visitation is around 17,000 of western Canada. It was the hub of the fur visitors annually. trade beginning in the 1700s. The Fort was Upper Fort Garry – Heritage Park and originally established in 1822, destroyed by Interpretation Centre flood and rebuilt between 1834-37. Its importance included being the Upper Fort Garry was the administrative administrative, cultural, social, judicial, centre of Rupertsland, a massive mercantile military and economic centre for empire stretching from Hudson Bay to the Rupertsland. Arctic Ocean and to the Pacific Coast. The fort For the Métis Nation – Canada’s negotiating was located at the junction of the Red and partner in Confederation – the Fort was Assiniboia Rivers in what is now Winnipeg. intimately involved with the actions that led The site has been a meeting place for to the creation of the Province of Manitoba. Aboriginal people for over 6,000 years. By It was the home of Louis Riel’s Métis-led 1810 both the Hudson Bay Company and the Provisional Government. It was also the Northwest Company established trading setting where the Métis, led by Father of posts at this site. These companies Confederation Louis Riel introduced the Bill amalgamated and in 1836 it was decided to of Rights, which has been recognized as the first in Canadian history and as a precursor build Upper Fort Garry to house the new to the rights enshrined in the Manitoba Act company, the Governor’s House, quarters for of 1870. the HBC staff, a trade store, and fur storage 2 building. The Fort also became the social Proposed is a 6,000 ft facility containing 4,000 ft2 of MNHC exhibition space, at a total cost of approximately $4.8 million.

Métis Tourism Strategy 64 centre for the Red River Valley. The Métis were experiencing tremendous growth at the time. In 1869 Rupertsland was transferred to the Canadian Government. The people of the Red River were never consulted and no assurances were given regarding their land titles, and this led to the rise of Louis Riel and eventually the first Métis resistance. With increasing settlement the power of the HBC began to diminish. By 1883 Upper Fort Garry began to be demolished until only the gate to the Fort remained, which was gifted to the City of Winnipeg in 1897. – National Historic Site of Canada - Located North of Winnipeg on the Red River, Lower Fort Garry is the oldest stone fur trading post still intact in North America. It provides an interpretation (in period dress) of the mid-1880s and the early days of the Hudson Bay Company. It is also the site of the signing of Treaty #1. It is also accessible by boat. The site is open from May 15 to September 7 and experiences annual person visits of 34,000. The Forks - The Forks is Winnipeg’s predominant tourist attraction located at the confluence of the Red and Assiniboia Rivers. It continues to function as a key meeting place as it has for the last 6,000 years. Today it contains: The Forks Market (over 50 shops); Manitoba Theatre for Young People; Winnipeg International Children’s Festival; Esplanade Riel Bridge linking the Forks and the St. Boniface French Quarter; The World’s largest Skating Rink; and the Forks National Historic Site (Parks Canada) – Located in Winnipeg, this museum is one of Manitoba’s most popular attractions with over 300,000 visitors annually. As one of its themes, it interprets the fur trade and the Hudson Bay Company, which includes the Métis. The Métis controlled Manitoba Legislature – The Manitoba Legislature in its initial 20 years, from about 1870 to 1890. Seven Oaks Memorial and Museum – This is a National Historic Site. A memorial has been erected to mark the battle in 1816, when Governor Robert Semple and 20 Selkirk settlers were killed in a military conflict with a Métis force under the command of Cuthbert Grant following efforts by the settlers to restrict the trading activities of the Métis. It was at this battle that the flag of the Métis Nation used today was first unfurled. The Seven Oaks Museum is the oldest establishment in Manitoba, built in 1851. The Museum depicts life during the Red River Settlement of the 19th Century. St. Norbert – A Métis settlement since 1822, it was the centre of the early events connected with the Red River Resistance of 1869-70. The Métis, led by Louis Riel and supported by Father Noël Ritchot, decided to oppose the Canadian annexation of the West without prior consultation with the original inhabitants of the settlement. Near the church stands the Riel Ritchot monument, dedicated to the two men most responsible for the success of the resistance that led to the founding of Manitoba. St. Boniface Historical Society – Located in St. Boniface, the society houses Métis historical records. It is an important site for any one wanting to trace Métis

Métis Tourism Strategy 65 roots/genealogy. Hudson Bay Company Archives – The archives of the Hudson Bay Company (HBC) are located in Winnipeg. The HBC had a strong linkage with the Métis, First Nations, and the history of Western Canada, particularly around the fur trade and the early settlement of the west. The HBC compiled the first catalogue of its archives in 1796. For years, the archives were maintained in London, England. In 1970, the company’s head office was transferred to Canada and in 1977 it placed its archives, on long-term loan, within the in Winnipeg. In 1993, the archives were officially donated to the Province of Manitoba and the HBC History Foundation was formed to support the preservation of the archives. In 2007, the HBC archives, spanning 250 years, received a UNESCO heritage designation. – One of the best winter festivals in Canada, it attracts an estimated 105,000 visitors. The main festival takes place in St., Boniface at and Whittier Park, with satellite venues located in Winnipeg. Manito Ahbee Festival Inc. – A major Aboriginal festival held in November in Winnipeg’s downtown MTS Centre. While First Nations dominate the event, one night is entirely devoted to the Métis. Canadian Museum for Human Rights – The Canadian Museum for Human Rights (CMHR) is the first museum solely dedicated to the evolution, celebration, and future of human rights. Its aim is to build not only a national hub for human rights learning and discovery, but a new era of global human rights leadership. Creating inspiring encounters with human rights, engages Canadians and our international visitors in an immersive, interactive experience that offers both the inspiration and tools to make a difference in the lives of others. The Canadian Museum for Human Rights is the first national museum to be built in nearly half a century, and the first outside the National Capital Region. Displays and events occasionally feature Métis-related themes. Outside the Winnipeg Area Norway House - Norway House is located north of Lake Winnipeg on the banks of the Nelson River some 800 km from Winnipeg. It is the site of three former Hudson Bay trade structures established from 1837 to 1856. It is rich in Cree and Métis culture. Wapusk Adventures (www.wapuskadventures.com) - Wapusk provides an authentic dog sledding experience in is Churchill, Manitoba. It is Canada’s largest sled dog kennel and a leader in this northern mushing community. At Wapusk Adventures, visitors find a small community of racing huskies – each with their own personality and style – plus a trappers cabin, groomed trail system, and custom designed tour sleds. Wapusk Adventures goes year-round, with dogsled tours in winter and kennel visits and dogcart trips in summer. Owner David Daley traces his ancestry to the Metis community in the Red River Valley in the 1500s. “It’s very cultural for me, working with animals. Dogs are really good at lots of jobs, from consoling people in hospital to rescuing people from avalanches. They’re a gift from the Creator.”

Métis Tourism Strategy 66 9.0 FRAMEWORK FOR A MÉTIS TOURISM STRATEGY

Based on the environmental scan of Métis tourism potential, three key elements for a distinctions-based Métis Tourism strategy emerge: Ø Promote Three Tourism Clusters along the Métis Trail Ø Develop a Coordinated Marketing Strategy Ø Encourage Product Development

Strategy Element 1: Promote Three Tourism Clusters along the Métis Trail

The Métis, who were key players in Canadian history, established a national identity and homeland in what is now western Canada in the 18th and 19th centuries. A “Métis Trail” existed along overland trade routes and rivers from present-day Manitoba through Saskatchewan into Alberta. It included major areas of settlement in each province. Significant modern Métis populations continue to live in three areas, which have emerged as important historic and cultural tourism clusters along the 1500 km Métis Trail.

A “tourism cluster” is a geographically-close group of interconnected companies, suppliers, service providers, and associated institutions in the tourism sector. The institutions, companies, and other organizations in a cluster work together in a mutually reinforcing way that creates more than the sum of their parts. In the visitor economy, clusters bring together accommodation, food and beverage, entertainment, and attractions with operators and travel agencies, guides, craftspeople, artists, car rentals, and transport, and are supported by education and training, convention centres, consultancy, and other business services.

Three Métis tourism clusters already exist in and around St. Boniface in Manitoba, Batoche in Saskatchewan, and the Métis Crossing site in Alberta. Each site is near a major city and other tourism destinations, which together serve to complete the tourism experience.

The first element of the tourism strategy, then, is to actively promote the three existing Métis tourist clusters across the three Prairie Province, and to develop the concept of a Métis Trail that links the three sites together. The Métis Trail is an expansion of the Trails of 1885 concept.

To build a complete, marketable tourism experience, it is recommended that linkages be created with First Nations and non-Indigenous tourism features and services in and near these clusters: historical sites, recreational areas, national and provincial parks, cultural centres, convention centres, art galleries, local cuisine, and craft markets. This will enhance the experience for tourists from multiple markets.

Métis Tourism Strategy 67 Saint Boniface, Powerview, Winnipeg, MB to Métis Crossing, Smoky Lake, AB Drive 1,481 km, 14 h 51 min

The 1500 km Métis Trail from St. Boniface MB to Batoche SK to Métis Crossing AB

Edmonton

Regina Winnipeg

United States

Map data ©2018 Google 100 km Stages of the Métis Trail

The Métis Trail Manitoba Upper Fort

St. Boniface Cluster Proposed Garry

Métis Lower Fort The Métis Trail starts in the St. National Garry Boniface/Winnipeg cluster, where the Heritage Métis Nation took shape at the Red Centre St. Boniface River settlements. Fourteen Métis- related sites and events are featured. Cathedral St. Boniface

The Forks Museum Riel House and Cat The Métis sites are complemented Canadian he Gravesite dr by the rich urban experience of Human Rights Historical Society a Winnipeg, and such features at the Museum Canadian Museum of Human Rights St. Norbert and The Forks. Voyageur Seven Festival Oaks

Métis Tourism Strategy 68

The Métis Trail Saskatchewan Historic Batoche Cluster Northern Prince Albert Métis Towns Fort National Park The first major stop along the trail is in Carlton Nesbit Forest Regina, for the RCMP Heritage Centre, Fort Historic which includes the sites of the trial and Battleford Park National execution of Métis leader Louis Riel. Historic Site Batoche Additional features such as the Royal Duck Lake Museum of Natural History, the Science Murals Centre, and Regina Beach round out the Interpetive National St. Laurent Centre Historic Site experience. de Grandin Back to Batoche Louis Riel Trail Next stop is the Batoche cluster, with 14 Saskatoon heritage sites and events, and nearby Marr Residence Wanuskewin access to Prince Alberta National Park and the Nesbit Forest for outdoor activities. Visitors to this cluster may also be Regina John Arcand interested in visiting historic Métis- RCMP Trial of Fiddle Festival Louis Riel Heritage majority towns in northern Saskatchewan, centre such as Ile-a-la Crosse where traditional Métis practices have been preserved.

Also nearby is Saskatoon, which offers a full urban experience. The world class Remai Modern Art Gallery often features Métis artists. Wanuskewin, a First Nations historical and cultural centre being considered for UNESCO World Heritage Site status,

complements the Métis tourism experience.

Victoria Victoria The Métis Trail Alberta Settlement Trail Métis Crossing Cluster Lac La Historic Site Biche Next stop is the Métis Mission Crossing cluster in Alberta, Métis which offers seven heritage Jamboree Crossing Nature and cultural sites, and Métis Crossing Preserve nearby access to many other Voyage Cultural Cat sites of national significance, Gathering he including National Parks and Aboriginal Day Centre dr Historic Sites. Edmonton Celebrations Kalyna a Country offers a comprehensive Museum urban experience, as well as Fort relevant historic and cultural Edmonton Elk Island sites. Park National Park

Métis Tourism Strategy 69

The Métis Trail Alberta Métis Crossing Cluster

Victoria Victoria Settlement Trail Lac La Historic Site Biche Mission Métis Jamboree Crossing Nature Métis Crossing Preserve Voyage Cultural Cat The Gathering he Aboriginal Day Centre dr Celebrations Kalyna a Country Museum Métis Fort Edmonton Elk Island Park National Park Trail

The Métis Trail Saskatchewan Batoche Cluster Historic Northern Prince Albert Métis Towns Fort National Park Carlton Nesbit Forest Fort Historic Battleford Park National Historic Site Duck Lake Batoche

Murals National Interpetive Centre Historic Site St. Laurent de Grandin Back to Batoche Louis Riel Trail Saskatoon Marr Residence Wanuskewin

Remai Modern

Regina John Arcand RCMP Trial of Fiddle Festival Louis Riel Heritage centre Upper Fort Proposed Garry Métis Lower Fort National Garry Heritage Centre St. Boniface The Métis Trail Manitoba Cathedral St. Boniface St. Boniface Cluster The Forks Museum Riel House and Cat Canadian he Gravesite dr Human Rights Historical Society a Museum St. Norbert

Voyageur Seven Festival Oaks

Métis Tourism Strategy 70

Strategy Element 2: Develop a Coordinated Marketing Strategy

The goal of The Métis Trail tourism strategy is to create highly marketable tourist destinations that appeals to multiple markets, including domestic and international travellers. A successful Métis tourism strategy will result in business and employment opportunities for thousands of Métis people, including youth. Three marketable tourism clusters already exist. A marketing strategy can be launched to coincide with the 150th anniversary of the Métis Nation in Confederation, in 1870. At its April 2017 General Assembly, the Métis Nation leadership adopted Resolution 2020 which mandates the Métis Nation to engage in celebrating 2020 as the 150th anniversary of joining Canada. In the same way that Canada marked the 150th anniversary of confederation, in 2017, so too does the Métis Nation wish to mark the 150th anniversary of its joining that venture.

The proposed Métis Nation 150 initiative is an essential part of the path on the road to reconciliation. With the 150th Anniversary of the Métis Nation entering confederation in 2020, the time has come to truly acknowledge and commemorate the Métis Nation’s— and President Louis Riel’s—contributions to the founding of Canada. (See Appendix 1 for full details of the Métis Nation 150 proposal.)

This occasion offers a unique opportunity to launch a Métis tourism marketing strategy. The Métis National Council can play a key role in leading this strategy by bring together the Alberta, Saskatchewan, and Manitoba Governing Members in the detailed development of the tourism strategy and marketing approach.

Proposed Elements of a Marketing Strategy

Tourism Promotion Partnerships – The Métis National Council, in consultation with the three governing members, can initiate consultation with the Indigenous Tourism Association of Canada, Destinations Canada, and the three provincial tourism departments to collaborate on a Métis tourism strategy that is integrated with the overall effort to build Canada’s Indigenous tourism market. Ways in which the Métis Trail strategy can be launched and incorporated into the overall Indigenous tourism strategy and marketing approach can be discussed.

Métis Tourism Conference – An important step in this process will be holding a one-day Métis tourism development conference in the summer of 2019. This can be initiated by the MNC in consultation with the governing members. The target group for the conference will be Métis tourism partners, national and provincial tourism departments and organizations, and local organizations and entrepreneurs. Saskatoon would be a central location. At the conference, the Métis Trail strategy can be introduced.

Métis Tourism Strategy 71 Cluster Level Workshops – Following the tourism conference, one-day workshops in each of the three clusters would bring together local players in the tourism industry to collaborate on the inclusion of Métis tourism in their overall tourism strategies. Create a Métis Tourism Website and Print Guide – A high quality website and digital/print guide to tourism along the Métis Trail will be required to capture the attention of domestic and international tourists. The website can be marketed through multiple channels. The print guide can be made available through provincial tourism centres, travel agents, etc. The Trails of 1885 website offers an example of the kind of approach to be used, but additional local features in the clusters and along the trail can be incorporated into the website and print guide.

Build Positive Sentiment on Social Media - A social media campaign to build awareness of the Métis website and guide will be an important and cost effective way to expand the market. One element of this approach will be the efforts by the various players in the Métis tourism market to motivate and inspire their guests, visitors, and fellow industry partners to tell others about their positive experiences. As more and more people continue to share content online the growth in conversation around Métis tourism will grow

Métis Tourism Trade Missions - As the marketing strategy solidifies, the MNC can put together tourism trade missions to promising oversees markets. Opportunities may be available to join related organizations and trade missions organized by Canada’s International Trade ministry to share the story of Canadian tourism.

Addressing All Market Segments – As outlined in the environmental scan, there are multiple market segments that have shown interest in Indigenous tourism and provide potential markets for the Métis experiences. Each of these markets can be addressed. • Métis tourists - There are approximately half a million Canadians who identify as Métis. A deep motivation to connect to their heritage could, initially, make this segment a top market for Métis tourism. Furthermore, the potential to engage them in building positive sentiment via personal contacts and social media is high. This market can be contacted through Métis events, organizations, locals, institutions, etc. • Domestic tourists – The identified potential for Canadians to included Indigenous tourism in their travel plans is 2.5 million people. Large local markets for the three Métis clusters exist in Winnipeg, Saskatoon-Regina, and Edmonton. • American Tourists – This is potentially the largest market, with 17.5 million US tourists interested in Indigenous tourism. Americans have expressed interest in “authentic” experiences with direct contact with people in intimate settings. • Foreign Markets – A number of foreign markets have expressed considerable interest in Indigenous tourism in Canada. The tope three potential markets are: o French tourists ranked Indigenous tourism as their #3 ranked interest in travelling to Canada. The potential to interest French tourists in the

Métis Tourism Strategy 72 French-Métis history is strong. The potential French market reach for Indigenous tourism in Canada is 2.6 million people. o German tourists ranked Indigenous tourism as their #6 ranked interest in travelling to Canada. The potential German market for Indigenous tourism in Canada is 2.4 million people. o Chinese tourists ranked Indigenous tourism as their #10 ranked interest in travelling to Canada. The potential Chinese market for Indigenous tourism in Canada is 3.8 million people.

Strategy Element 3: Encourage Product Development Research has shown that success in developing a healthy Indigenous tourism industry will involve the establishment of a critical mass of anchor activities and supporting businesses, including tourist ventures, accommodation, food services, transportation etc. While the three Métis tourism clusters can boast significant anchor and supporting activities, adding additional ventures of various types will be important to building outstanding destinations and sustaining new and repeat visits.

Broadening and deepening the Métis tourism experience will require better access to capital for Métis businesses and organizations. The Métis National Council and its governing members can work with provincial governments and their economic/ business development organizations to increase awareness of opportunities in tourism and access to capital for Métis entrepreneurs.

A number of ingredients for entrepreneurial success have been identified: • Product development is critical to securing greater travel trade interest and partnerships for Indigenous tourism, and for building confidence within the Indigenous community. This can be done through training and development programs for the Indigenous tourism operations and labour. Training will include leadership and business skills, customer service, tourism industry knowledge, and cultural protocols. • Meet consumer demand through enhanced product development. There is consumer demand for Indigenous tourism experiences that is authentic, unique and engaging, such as providing learning opportunities. These can be paired with wilderness, nature-based soft or hard adventures, food, arts and culture. They should exist in gateway cluster communities to promote going ‘beyond the gateway’. • Competitiveness is improved through enhanced business development with mainstream tourism businesses/associations and network development with industry leaders. • Work collaboratively on destination, business, and product development with other Indigenous tourism businesses and the tourism industry.

Métis Tourism Strategy 73 • Enhance livelihood for tourism businesses and local tourism economies through building support from local communities, and establishing strong industry associations. • Meeting authenticity and market ready standards for Indigenous cultural tourism will help to ensure a high quality experience that enhances brand.

One source is the Tourism Development Funding Support Program of the ITAC. The overall goal of this program is to assist Canadian Indigenous tourism businesses with expertise and funding support to improve their market/export readiness in order to have the opportunity to gain greater market awareness, larger volumes of visitors, and sustainable business growth.

• Funding Available - The program is intended to assist multiple Indigenous tourism businesses. There are limited funds available and therefore the funding amount for any one applicant will be to a maximum of $10,000. Funding application deadlines are announced each year. • Project Eligibility - The project must demonstrate that the funding will help the Indigenous tourism business move towards being more market/export ready. Eligibility is restricted to Canadian Indigenous tourism businesses that are at least 51% Indigenous owned or controlled. • For more information contact [email protected].

Two additional opportunities exist to engage Métis citizens in the tourism industry through low cost strategies. In both cases, Métis organizations can play a role in alerting their membership to the potential to provide these services in conjunction with the development of the Métis Trail and tourism clusters.

Opportunities in the Sharing Economy: Accommodation, Food, and Transport

At a relatively low start up cost, opportunities exist to support Métis tourism clusters via the “sharing economy.” Its growth has been most notable in transportation and accommodation, but continues to extend to many other sectors. Home-sharing platforms such as Airbnb are now significant competitors to the hotel industry. Airbnb bookings continue to grow at a rapid pace, from 4 million nights in 2011 to 40 million in 2014 and 80 million in 2017. One in three US travellers used private accommodation in 2015.

Future growth in the dining and travel experience realm can be expected in the sharing economy as well, as consumers become more comfortable and familiar with the opportunity to eat in someone’s home when on a trip, through platforms such as BonAppetour and VizEat, or take advantage of a tour or personalized experience,

Métis Tourism Strategy 74 through platforms like Vayable, ToursbyLocals, and recently through Airbnb’s Trips feature, which offers tours and unique experiences hosted by locals.

Another area of opportunity is transportation for the “first and last mile.” Travellers leaving and arriving by air or train often need help to get the airport or station to the tourist destination, especially if the area is rural. Opportunities may exist to provide travel services from Saskatoon to Batoche, for example, or Edmonton to Métis Crossing.

Engaging Métis Artists and Artisans in the Tourism Strategy

Arts tourism can provide a significant opportunity for Métis artists and artisans. Ideas for taking better advantage of the arts in tourism strategies include:

• Most communities have many accomplished artists and many of these people are more than happy to show the world what they have accomplished. Artists can become part of a comprehensive tourism strategy, and tourists can become an important market for Métis artists. • Tourism/arts partnership can be effective in promoting both tourism and the arts. This partnership’s goals should be to create a cooperative atmosphere between the arts and tourism communities. • Encourage accommodations to promote the arts as a way to promote their business. A common complaint among frequent travelers is that all that franchised hotels all have a cookie-cutter feel and lack individuality. The arts are a great way to give a hotel lobby a special local flavour. By allowing local artists to exhibit, visitors get a sense of the community, the local artist may increase sales, and the hotel may become a more unique attraction. • Ask local restaurants, coffee houses, or hotels to sponsor local literary readings featuring Métis writers. • Create local guides to Métis arts and incorporate their information in marketing. • Collaborate with crafts or arts councils to promote local artists in relation to tourism development.

Métis Tourism Strategy 75 SOURCES Aboriginal Tourism US Qualitative Research: Summary of Findings and Considerations, Destination Canada, 2017. Canada’s Indigenous Tourism Sector: Economic Impacts and Insights: A Presentation of Research in Progress. Adam Fiser, Principal Research Associate, The Conference Board Of Canada. Presented To The ITAC International Indigenous Tourism Conference In Saskatoon, October 30, 2018. Celebrating Riel And The Métis Nation: The Time Has Come Métis Nation 150. Guide To Indigenous Tourism In Canada, 2018/2019, Indigenous Tourism Association of Canada, 2018. Indigenous People and the Travel Industry: Global Good Practice Guidelines, Planterra Foundation, G Adventures, International Institute of Tourism Studies, 2017. Indigenous Tourism Association of Canada: Sentiment Analysis, DestinationTHINK!, 2018. ITAC Tourism Development Funding Support Program, Indigenous Tourism Association of Canada, 2018. Metis National Heritage Centre: A Project Proposal Summary, The Manitoba Metis Federation, November 16, 2016. Métis Tourism Policy Paper, Derek Murray Consulting Associates, 2010. National Aboriginal Tourism Research 2015: Economic Impact of Aboriginal Tourism in Canada 2015, Aboriginal Tourism Association of Canada, O’Neil Marketing & Consulting, 2015. OECD (2018), OECD Tourism Trends And Policies 2018, OECD Publishing, Paris. Http://Dx.Doi.Org/10.1787/Tour-2018-En Stronger Focus On Tourism Could Create Up To 180,000 New Jobs: Report, Bill Curry, The Globe And Mail, 2018 The Path Forward, Five Year Plan, 2016-2021, Indigenous Tourism Association of Canada, 2015. Unlocking the Potential of Canada’s Visitor Economy, Destination Canada, December 2018. What Is Cultural Tourism?, Jeff Goss, The Goss Agency Inc. World Tourism Organization (2018), Tourism and Culture Synergies, UNWTO, Madrid, Doi: Https://Doi.Org/10.18111/9789284418978. World Tourism Organization (2018), UNWTO Tourism Highlights, 2018 Edition, UNWTO, Madrid, Doi: Https://Doi.Org/10.18111/9789284419876. 2019 Market Snapshots: Understanding The Opportunity For Indigenous Tourism Business In Canada, Indigenous Tourism Association of Canada and Destination Canada, 2018.

Métis Tourism Strategy 76 APPENDIX 1: METIS NATION 150

CELEBRATING PRESIDENT LOUIS RIEL AND THE MÉTIS NATION: OUR TIME HAS COME Métis Nation 150

INTRODUCTION In the year 2020, the Government of Canada and Canadians across the country join with the Métis Nation in celebrating the Métis Nation entering Confederation 150 years ago, as a necessary and long overdue act of reconciliation with the Métis Nation. This milestone event provides a unique opportunity to come together as a nation in demonstrating respect and recognition of the critical role that Métis Nation leaders, most notably President Louis Riel, and the Métis Nation as a whole have played in forging and building this country.

Métis Tourism Strategy 77 The Métis Nation has had a long history of struggle in Canada as we know it today. Conflict with the Métis Nation forms the backdrop to the many injustices visited upon the citizens of the Métis Nation for most of Canada’s 151-year existence. Nevertheless, through the current process of reconciliation with the Trudeau government, the Métis Nation is finally securing its rightful place within Canada. In particular, the Métis Nation is approaching its 150th anniversary of joining the Canadian federation. As such, the Métis Nation, like Canada did in 2017, will be celebrating its 150th anniversary in the year 2020 of its joining Confederation. That the Métis Nation can indeed celebrate its 150th anniversary is due in large measure to the substantial progress made over the past three years with the Trudeau government, an unprecedented progress that did not seem possible a few short years ago.

Not only should the Métis Nation mark this 150th anniversary by celebrating its new relationship with Canada, so should all of the rest of Canadians and the global society. This proposal outlines a vision and a concrete, readily actionable plan for the further significant advancement of the important, long-overdue process of reconciliation with the Métis Nation at all levels. The 150th anniversary of the Métis Nation’s entry into Confederation provides a unique opportunity, through celebration and shared positive experiences of all aspects of Métis Nation culture and the remarkable achievements of the Métis Nation over the past 150 years. As well, it acts as an important milestone in the path towards the shared goal of Métis Nation self- determination and governance in a united Canada. BACKGROUND Brief History of the Métis Nation The homeland of the Métis Nation is situated in what was formerly known as the Northwest which today has been dismembered by provincial boundaries and is encompassed within the following jurisdictions: the three prairie provinces of Manitoba, Saskatchewan and Alberta, northeastern British Columbia, northwestern Ontario, a southern portion of the NWT and part of northwestern United States (primarily North Dakota and Montana). The Métis Nation evolved as a distinct Indigenous people within their traditional homeland with all of the attributes which makes a people a people, including a common territory, a significant population, a distinct language (Michif), political institutions, a flag, and a strong and vibrant culture and way of life. Of great significance is the Michif language which is unique, not only in North America, but worldwide. It is an Indigenous language under threat of disappearing and dedicated efforts must be made to preserve it. In this connection, the Métis Nation General Assembly in April 2017 as part of its 2020 Resolution called upon the creation of a Louis Riel Michif Institute, with a companion endowment fund of $80 million. By agreement with former minister, the Hon. Mélanie Joly this aspect of the 2020 Resolution is being pursued separately, but must be

Métis Tourism Strategy 78 understood to be an integral part of the overall 2020 initiative, as a Legacy Project. The Métis Nation under President Louis Riel negotiated the entry of the Métis Nation into Canadian Confederation through the Manitoba Act, 1870 rather than joining the United States of America. President Riel is both the Father of the province of Manitoba and a Father of Confederation, and served as the first Premier of Manitoba. The rest of the Métis Nation homeland was brought into Confederation through the Rupert’s Land Order 1870. Constitutional provisions were made in both of those instruments addressing Métis Nation rights, which unfortunately were not acted upon in any meaningful manner. Methods of Dispossession The dispossession of the Métis in the original postage stamp province of Manitoba in the decade following the entry of the Métis Nation into Confederation in 1870 is well set out in the Manitoba Metis Federation v. Canada decision rendered by the in 2013. The SCC ruled that the land grant provision in s. 31 of that Act was not fulfilled as the federal government breached its “Honour of the Crown” obligations. For the rest of the Métis Nation, the scrip process imposed on the Métis by the federal government through the Dominion Lands Act and subsequent Orders-in-Council was so fundamentally flawed the Supreme Court of Canada in an unrelated decision (R. v. Blais) in 2003 made the comment that “the history of scrip speculation and devaluation is a sorry chapter in our nation’s history”. Section 91(24) of the Constitution Act, 1867 With the unilateral and unconstitutional implementation of the s.31 and the imposition of the scrip system on the Métis Nation, the federal government “washed it hands” of the Métis, maintaining that the Métis were under provincial jurisdiction and responsibility. This led to over a century of federal government abdication of relationships with the Métis Nation, including exclusion from the vast majority of programs and services provided to First Nations and Inuit peoples. This was the federal government’s legal position until the Supreme Court of Canada’s 2016 Daniels decision which held that the Métis, and in fact all Indigenous peoples, are included in the term “Indians” in s. 91(24). Decades of Exclusion Based on their position that the Métis were not included in s.91(24), the federal government marginalized and “ignored” the Métis Nation and its citizens in the following general areas, amongst others: • Exclusion of Métis Nation WWII veterans from entitlement, compensation and apologies provided to First Nations veterans and other veterans; • Exclusion of Métis residential schools from the Indian Residential School Settlement Agreement, the 2008 apology, the mandate of the Truth and

Métis Tourism Strategy 79 Reconciliation Commission (TRC) and hence the TRC 94 Calls to Action; • Exclusion from the 60s Scoop settlement (despite Métis being targeted in those actions such as the province of Saskatchewan’s “Adopt Indian and Métis” or “AIM” program initiative); • Exclusion from the federal government’s comprehensive and specific land claims processes; and • Exclusion from the vast majority of federal programs and services provided to First Nations and Inuit peoples, such as non-insured health benefits under Health Canada’s First Nations and Inuit Health Branch and post-secondary education supports. In connection to elementary schooling in the southern prairie provinces, Métis children into the 1940s were not allowed in public schools as their parents were not property tax payers, having long since being displaced and marginalized. Road Allowance People With the imposition of the scrip system on the Métis and the subsequent displacement from their lands and homes, the Métis in the southern prairie provinces became squatters in their own homeland, often being forced to road allowances and eking out a precarious livelihood by doing menial jobs for neighboring farmers and for some time, picking buffalo bones used for making fertilizer. In the northern parts of the prairie provinces the Métis were able to survive through hunting, trapping and fishing and living off the land. Persecution and Prosecution The Métis have also suffered from the denial of their harvesting (hunting, fishing, trapping and gathering) rights for well over 100 years. Often, Métis men were imprisoned for trying to put food on the table for their families. Essentially, as our Elders would tell us in the 1970s and 80s, that the governments made us “outlaws” as we continued to exercise our rights, mostly hunting at night and in a secretive manner. Even today, many of our citizens are being charged by both the federal and provincial governments for hunting and fishing infractions, including hunting or fishing without a licence, even where the courts have upheld these rights by virtue of s.35 of the Constitution Act, 1982. From Dispossession to Reconciliation The Trudeau government has made it clear that the relationship with Indigenous peoples is nation-to-nation, including government-to-government, which is reflected in all of the mandate letters to Cabinet Ministers. It has been 36 years since s. 35 of the Constitution Act, 1982 has been in force. Since at least 1992 all federal and provincial governments have accepted the fact that by virtue of s.35 all Aboriginal peoples possess the inherent right of self-government.

Métis Tourism Strategy 80 The Trudeau government recognizes that s.35 is a “full box” and has moved towards the implementation of the UN Declaration on the Rights of Indigenous Peoples, as well as set in place a number of processes with Indigenous peoples, nations and governments on a distinctions- based approach: First Nations, Inuit and Métis Nation. It has taken a long time but finally Prime Minister Trudeau has paid attention to our statements and, since March 2016, has only invited national representatives of Indigenous peoples, nations and governments to First Ministers Meetings. These are truly inter-governmental meetings, and so they should be respected as such by provincial and territorial governments. In addition to this recognition at intergovernmental tables, Prime Minister Trudeau has also established the Permanent Bilateral Mechanism with each of the three national representatives of the Aboriginal nations and peoples having their own process: The Assembly of First Nations, the Inuit Tapiriit Kanatami and the Métis Nation. At the April 2017 Summit with the Prime Minister and the Métis Nation leadership a Canada-Métis Nation Accord was entered into which set out the subject-matters for negotiations as well as the process for the negotiations. The work under the first-year negotiations process led to the unprecedented inclusion of the Métis Nation in Budget 2018 with a substantial allocation to the Métis Nation for specific services by our governments to our citizens. With Summit 2018 a new round of negotiations is underway with further specific asks for Budget 2019. Also of great significance is the Prime Minister’s commitment to have an Indigenous Languages Act passed by Parliament prior to October 2019. This is a matter of critical importance to the continued survival of Indigenous languages and cultures in Canada. The Prime Minister on February 14, 2018 in the House of Commons announced that his government intends to enact a Recognition and Implementation of Rights Framework legislation. This certainly would provide greater security to the continuation of the Permanent Bilateral Mechanism and section 35 rights reconciliation tables.

MÉTIS NATION 150: A TIME FOR RECOGNITION, RECONCILIATION AND CELEBRATION VISION In the year 2020, the Government of Canada and Canadians across the country join with the Métis Nation in celebrating the Métis Nation entering Confederation 150 years ago, as a necessary and long overdue act of reconciliation with the Métis Nation. This milestone event provides a unique opportunity to come together as a nation in demonstrating respect and recognition of the critical role that Métis Nation leaders, most notably President Louis Riel, and the Métis Nation as a whole have played in forging and building this country. SHARED OUTCOME The year-long Métis Nation 150 celebration will enable a greater appreciation and knowledge of the Métis Nation among all Canadians, inspired by the leadership

Métis Tourism Strategy 81 provided by the and Métis Nation governments. It will enrich and strengthen the relationship between the Métis Nation and Canada, and contribute to a more unified, shared and sustained sense of pride for the Métis Nation and for all Canadians. KEY OBJECTIVES We have identified five key objectives for this year-long, Canada-wide celebration of Métis Nation 150. KEY OBJECTIVE 1: HONOURING MÉTIS NATION LEADERS KEY OBJECTIVE 2: CELEBRATING MÉTIS NATION ACHIEVEMENTS KEY OBJECTIVE 3: CELEBRATING MÉTIS NATION ARTS & CULTURE KEY OBJECTIVE 4: BUILDING AND SHARING KNOWLEDGE KEY OBJECTIVE 5: EFFECTIVE IMPLEMENTATION, MANAGEMENT AND OPERATIONS An overview of the proposed Métis Nation 150 themes, primary activities, costs, and performance indicators is provided below, along with a summary budget. A more detailed budget with costing details is provided in Annex A. KEY OBJECTIVE BUDGET 1. Honouring Métis Nation Leaders $6,430,000 2. Celebrating Métis Nation Achievements $3,875,000 3. Celebrating Métis Nation Arts & Culture $6,300,000 4. Building and Sharing Knowledge $2,600,000 5. Management & Operations $1,900,000 Sub-Total $21,105,000 MNC Administration Fee 15% $3,165,750 GRAND TOTAL $24,270,750

KEY OBJECTIVE 1: HONOURING MÉTIS NATION LEADERS ($6,430,000) Theme

• The celebration of the 150th anniversary of the Métis Nation’s entry into Confederation through the Manitoba Act, 1870 and the Rupert’s Land Order, 1870, is regarded as an essential and concrete demonstration of the deeply held, joint commitment articulated in the 2017 Canada-Métis Nation Accord to achieving true and long-lasting reconciliation between Canada and the Métis Nation. • Métis Nation 150 will provide a unique opportunity to address and rectify long-held misconceptions about the Métis Nation’s role in Canada’s history and in

Métis Tourism Strategy 82 Confederation, through honouring Métis Nation leaders the foremost of whom is President Louis Riel. Activities 1.1 Legacy Project: Commission and complete a commemorative bronze statue of President Louis Riel acknowledging his historic role in the founding of Manitoba and resulting contributions to Canada, to be placed on . 1.2 Legacy Project: Establish the Louis Riel Michif Institute in Winnipeg, along with a companion Endowment Fund. This has been discussed previously and is being funded separately yet nonetheless will form an important part of the 2020 Métis Nation 150 activities and celebrations. 1.3 Legacy Project: Establish a Métis Nation Research & Archives Institute in Winnipeg. 1.4 Legacy Project: Create a permanent Métis Historic Site and Tourist Attraction at Red River 1.5 Develop and publish a museum quality coffee table book which includes a collage of Métis Leaders, artists, writers, prominent Métis figures throughout the Métis Nation’s history up to present day, with a biography of each. 1.6 Create 30 smaller commemorative bronze statues of Louis Riel (“tabletop” size) to be provided to selected Métis Nation representatives and Métis Nation partners. 1.7 Design, mint and award 150 Medals of Honour to be awarded to Métis Nation leaders, volunteers and supporters of the Métis Nation. 1.8 Design and mint 2000 150 Commemorative Medals to be distributed by Métis Nation Governing Members as they see fit to outstanding Métis Nation community members and volunteers in their respective jurisdictions. 1.9 Design and distribute 5000 Commemorative Sashes to Métis Nation participants and guests of the Métis Nation during the 150th anniversary. Expected Results: Measuring Success • Commemorative Bronze Statue completed and officially unveiled on Parliament Hill. • Number of Métis Nation leaders and community members receiving commemorative medals, awards and sashes. • Publication and distribution of a museum quality coffee table book honouring Métis Nation leaders throughout Canada’s history.

KEY OBJECTIVE 2: CELEBRATING MÉTIS NATION ACHIEVEMENTS ($3,875,000) Theme: Métis Nation achievements are recognized, acknowledged and celebrated by the Métis Nation, Canadian leaders at all levels of government, and by Canadians generally.

Métis Tourism Strategy 83 Activities Activities are grouped according to three major themes: Marquee events and activities centred around the Red River and the historic Métis Nation Homeland, and certain key events in the National Capital (for example, ); Events and activities undertaken across the Homeland throughout the years in the Métis Nation regions; and events and activities undertaken at the local community level. These are described briefly below, in chronological order. 2.1 Marquee Events 2.1.1 February 17, 2020 Louis Riel Day, Manitoba. 2.1.2 May 12 – anniversary of the Manitoba Act 1870: The Métis Nation Enters Confederation. 2.1.3 June 21- National Indigenous Peoples Day. 2.1.4 July 1, Canada Day. Enhance 150th Celebrations in the National Capital to acknowledge and celebrate the 150th anniversary of the Métis Nation’s entry into Confederation, with particular attention devoted to honouring the contributions of President Louis Riel and other leading Métis Nation figures in the founding and building of Canada, and to celebrate, through the arts, music and dance, Métis Nation culture, achievements, and contributions throughout Canada’s history more generally. Coupled with celebrations in local communities throughout the Métis Nation homeland. 2.1.5 July – enhanced Back to Batoche celebrations, extending over a full week. 2.1.6 August 9 – Special event to mark the International Day of the World's Indigenous Peoples, consisting of an evening of Celebration hosted by the Métis Nation and held in Ottawa with Government Leaders and international representatives from Embassies/Missions. 2.1.7 September (date tbd) 2020 MMF Annual General Assembly – Enhanced celebrations. 2.1.8 October 22, 2020. Celebration of Louis Riel’s birthday. 2.1.9 November 11, 2020. Enhanced Remembrance Day activities in Ottawa and multiple locations, with a focus on Honouring Métis Veterans. 2.1.10 November 16, 2020. Honouring and commemorating the Anniversary of President Louis Riel’s execution. 2.2 Métis Nation Regional Events and Activities. In addition to the marquee events, a number of events will be led throughout the year across the Homeland. We anticipate approximately 27 of these events will be held during 2020 each of which will complement and extend the impact of the larger events occurring in closer proximity to the Red River and in the National Capital. 2.3 As well, the Métis Nation 150 funding will support Community-Based projects throughout the Homeland.

Métis Tourism Strategy 84 Measuring Success: Performance Indicators Number of events taking place during calendar year 2020. Average estimated number of participants in each event.

KEY OBJECTIVE 3: CELEBRATING MÉTIS NATION ARTS & CULTURE ($6,300,000) Theme Past and present achievements of the Métis Nation are showcased and shared with Canadians through art, song, dance and other forms of cultural expression. Activities Activities in this category are focused on developing an integrated suite of cultural and educational resources that express the best of Métis Nation artistic and cultural expression, as a means of raising awareness of the Métis Nation across Canada through a celebration of Métis dance, music and art in all its forms. A significant portion of the funds requested for this activity stream will be directed towards online and virtual resources to enhance the portability and reach of the stories and knowledge that is being shared, as well as significant interactive installations that are readily accessible and appealing to the public. 3.1 Red River Music Festival. 3.2 Two Métis Nation-wide Sporting Events including a Summer Métis Nation Games and a Métis Nation Winter Games to be held in Winnipeg. 3.3 Theatrical Productions, including Batoche Theatre Company Re-enactment to be held during Batoche Days and on tour in Manitoba throughout the rest of the year. 3.4 The development of a touring/ Traveling Cultural Exhibition called The Story of the Métis Nation. 3.5 The development, publication and distribution of a Métis Nation Coffee Table Book. 3.6 In partnership with Heritage Canada, the incorporation of a Special Section dedicated to the Métis Nation 150 celebrations in Canada's Annual History – Sound and Light Show on Parliament Hill. 3.7 The production and distribution of four 30-60 minute Video Documentaries commemorating and celebrating Métis Nation history, culture (including language) and contributions (including a documentary dedicated to honouring the contributions of Métis Veterans). 3.8 The production and distribution of a series of complementary twelve (12) 1 to 3 minute Video Vignettes, one for each month of the year, highlighting different aspects of Métis Nation history and culture. 3.9 The Story of the Métis Nation (Traveling Cultural Exhibition) to include Métis art, videos, cultural demonstrations.

Métis Tourism Strategy 85 3.10 Red River Cart trek(s) to coincide with one or more major events. Measuring Success: Performance Indicators Number of times online resources are accessed during year 2020 (including videos, vignettes, documentaries, social media products etc.). Estimated number of participants in each of cultural events held during year 2020 Distribution and uptake of publications.

KEY OBJECTIVE 4: BUILDING AND SHARING KNOWLEDGE ($2,600,000) Theme Knowledge of the Métis Nation’s history and place in Confederation and in contemporary Canadian social and political structures and governance models is strengthened and extended. Activities 4.1 Two national Conferences will be held in Winnipeg in the Spring and Fall of 2020 respectively to permit an in-depth exploration and examination of key topics related to (1) Métis Nation Identity, History, and Future and (2) Rupert’s Land Order and related topics, to strengthen contemporary knowledge of the Métis Nation’s place in Canada’s history and also its future. 4.2 Cross Canada Speaking Tour to increase knowledge of the Métis Nation history, culture, and aspirations as a self-governing Indigenous people in Canada, to be led by MNC President Chartier. 4.3 An International American Indigenous Youth Conference to be held in Winnipeg. 4.4 A series of Story Boards Installations to be erected at Batoche, Winnipeg (Red River) and Métis Crossing, plus one in Confederation Park in Ottawa. 4.5 Scholarly publication (edited volume) on Métis Nation History. 4.6 The development and publication of journal articles and conference proceedings from the above two national conferences planned for the Spring and Fall of 2020. Measuring Success: Performance Indicators Estimated number of delegates at two Métis Nation 150 conferences held in the Spring and Fall 2020. Estimated number of delegates at the American Indigenous Youth Conference being hosted by the Métis Nation in 2020. Estimated number of participants at the cross Canada Métis Nation 150 Speaking Tour events. Number and uptake of publications specific to Métis Nation 150 activities and initiatives.

Métis Tourism Strategy 86 KEY OBJECTIVE 5: EFFECTIVE IMPLEMENTATION/MANAGEMENT AND OPERATIONS ($1,900,000) Theme: Métis Nation 150 is implemented in a timely, cost-effective manner that is fully responsive to the needs and aspirations of the Métis Nation. Activities 5.1 Support the work (incl. meetings) of the Métis Nation 150 Steering Committee and an associated Métis Nation 150 Technical Working Group to direct and support implementation of all Métis Nation 150 plans and activities (with associated Terms of Reference). 5.2 Develop and implement an Evaluation Framework and undertake Performance Measurement to assess impacts of Métis Nation 150. 5.3 Develop and implement a Communications Strategy (to incl website development, social media releases and profile, printed materials, interim and final reports). 5.4 Recruit, provide for, and manage the work of the project-specific human resources required for implementation of Métis Nation 150 (including 1x FTE Project Manager; 1 x Communications Manager; I x Production Manager; 2 1.5 FTE Logistics and Administrative Support) Measuring Success: Performance Indicators Development of Métis Nation 150 Workplan with timelines, deliverables and performance measures. Number of meetings and estimated attendance of Steering Committee and Technical Working group held during 2018-2020. Development of Métis Nation 150 Communications Strategy and workplan. Estimated reach and distribution of resources achieved through Métis Nation 150 Communications Strategy. Development of Métis Nation 150 Logic Model and associated measurement framework. Collection and analysis of data to assess performance. Final report describing the elements, processes, impacts and outcomes of Métis Nation 150. CONCLUSIONS In the same way that Canada last year marked its 150th anniversary of confederating as a new country, so too does the Métis Nation wish to mark the 150th anniversary of its joining that venture. At our April 2017 General Assembly, our Métis Nation leadership adopted Resolution 2020 which mandates us to engage in celebrating 2020 as our 150th anniversary of joining Canada. We regard the proposed Métis Nation 150 initiative as an essential part of our path on the road to reconciliation. We have communicated on multiple occasions with both the Prime Minister and former Minister Mélanie Joly about this matter, both of whom have

Métis Tourism Strategy 87 been consistently supportive in principle. The leadership of the Métis Nation is appreciative of the significant progress we have made since Canada’s decision to create the distinctions-based Permanent Bilateral Mechanism processes and the positive outcome of Budget 2018 for the Métis Nation and its citizens. We regard this initiative as entirely consistent with that process and those commitments. On February 15, 2016, the Prime Minister of Canada, the Right Honourable Justin Trudeau, in marking the occasion of Louis Riel Day in Manitoba, made the following statements: "Today, I join the Métis people, Manitobans, and Canadians across the country to commemorate Louis Riel: a champion of minority rights, a founder of Manitoba, and a key contributor to Canadian Confederation. "Louis Riel made important sacrifices to defend the rights, the freedoms, and the culture of the Métis people. The ideals that Louis Riel fought for — ideals of inclusiveness and equality — are now the very same values on which we base our country's identity. As we work to renew a nation-to-nation relationship with the Indigenous peoples of Canada, including the Métis people, let us take a moment to reflect on the life of Louis Riel, and celebrate the many contributions of Métis communities to our great country."

With the 150th Anniversary of the Métis Nation entering confederation in 2020, the time has come to truly acknowledge and commemorate not only President Louis Riel’s remarkable life and contributions to the founding of this country, but to celebrate the significant achievements and contributions of the many Métis men and women who since that time, inspired by him, have continued the fight to advance the ideals of inclusiveness, recognition and equality for the Métis Nation in Canada.

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