Strengthening Alberta’s Indigenous tourism industry

Indigenous Tourism Alberta Strategy 2019-2024 About Indigenous Tourism Alberta (ITA)

OUR ORGANIZATION Incorporated in 2018 as a not-for-profit member-based society, Indigenous Tourism Alberta (ITA) provides leadership in the development and marketing of authentic Indigenous tourism experiences through innovative partnerships.

OUR MISSION To provide leadership in the development and marketing of authentic Indigenous tourism experiences through innovative partnerships.

OUR VISION A thriving Indigenous tourism economy sharing authentic, memorable and enriching experiences.

Indigenous Tourism Alberta Strategy 2019-2024 | 2 Strategy at a Glance

STRATEGY To grow Alberta’s Indigenous Tourism economy more than $20M by 2024 by inspiring local, national and international visitors to experience Alberta’s indigenous culture and history.

ECONOMIC GROWTH TARGETS - 2024

Alberta Indigenous tourism expenditures 25% $35M

Alberta Indigenous market-ready tourism businesses 53% 52

Indigenous Tourism Alberta Strategy 2019-2024 | 3 Indigenous Tourism in Canada

33,100 $2.65B Workers Employed Gross Output

$1.4B $870M $67M GDP Wages & Salaries Tax Revenue

Indigenous tourism is an emerging sector in the tourism industry with significant potential to help Canada attract travellers from their major target markets around the world.

Indigenous Tourism Alberta Strategy 2019-2024 | 4 Tourism in Alberta

34.8M 29.1M 5.7M Person Visits (2016) Person Visits from Person Visits from Alberta (2016) Outside Alberta (2016) $8.5B Tourism Expenditures

Indigenous tourism is an emerging sector in the tourism industry with significant potential to help Alberta attract travelers from their major target markets around the world.

Indigenous Tourism Alberta Strategy 2019-2024 | 5 Opportunities for Alberta

KEY OPPORTUNITIES

1. Strengthen the quantity and quality of Alberta’s Indigenous tourism experiences to be competitive with other Canadian travel destinations

2. Increase awareness and demand for Indigenous tourism in Alberta

3. Change the common traveller perception that all Indigenous tourism experiences are the same

4. Align the efforts and interests of Alberta’s tourism industry under a common Indigenous tourism strategy

Indigenous Tourism Alberta Strategy 2019-2024 | 6 Working Together as Team Alberta

Key to the success of the Indigenous Tourism Alberta Strategy will be our ability to foster collaboration, build partnerships and work better together to grow Alberta’s Indigenous tourism economy.

Indigenous Tourism Alberta Strategy 2019-2024 | 7 Strategic Priorities

PRIORITY 1: Lead the growth and development of Alberta’s Indigenous tourism industry.

PRIORITY 2: Develop sustainable market-ready and export-ready Indigenous tourism products. PRIORITY 3: Increase demand for Alberta’s Indigenous tourism experiences.

Jasper National Park Priority 1: Lead the Growth and Development of Alberta’s Indigenous Tourism Industry

KEY ACTIONS

1. Align our sector around a three-year Alberta Indigenous Tourism Strategy

2. Establish a sustainable funding framework for ITA

3. Develop a stakeholder-based membership model for Indigenous tourism operators and other tourism stakeholders

4. Establish essential business operations, staff, and contracted support to fulfill key priorities and actions to meet our three-year strategy performance targets

5. Develop corporate communications programs to build awareness of ITA, the Alberta Indigenous Tourism Strategy, available education programs and support resources.

Indigenous Tourism Alberta Strategy 2019-2024 | 9 Priority 2: Develop Sustainable Market-Ready and Export-Ready Indigenous Tourism Products

KEY ACTIONS

1. Work in partnership with indigenous communities, government, destination development and marketing partners to develop a long-term Indigenous Product Development Plan.

2. Develop and deliver Indigenous Tourism Readiness Guide and workshops to assist the development and enhancement of Indigenous tourism experiences.

3. Develop an annual Indigenous Tourism Summit for Indigenous tourism operators and tourism marketing partners to share best practices & provide educational opportunities.

Indigenous Tourism Alberta Strategy 2019-2024 | 10 Priority 3: Increase Demand for Alberta’s Indigenous Tourism Experiences

KEY ACTIONS

1. Work in partnership with provincial and regional destination marketing partners to develop a five-year marketing partnership agreement.

2. Develop an Indigenous Tourism consumer website to showcase Alberta’s indigenous cultural heritage, distinct Indigenous areas, travel experiences and suggested itineraries.

3. Develop Indigenous tourism content that can be promoted on Destination Marketing Partners’ online marketing and communication channels, and visitor information centers.

4. Develop and promote the Alberta Indigenous Tourism Product Guide showcasing export-ready Indigenous products to trade and industry partners.

Indigenous Tourism Alberta Strategy 2019-2024 | 11 Risks

1. Sustainable ITA Operating & Marketing Funding 2. Sustainable Partner Tourism Marketing Funding 3. Lack of Marketable Indigenous Tourism Experiences 4. Industry Alignment and Support of Indigenous Tourism Alberta Strategy 5. Attract Quality People to Work for ITA 6. Provincial Economy

Likelihood Consequences

Insignificant Minor Moderate Major

Almost Certain 6 3 2 Likely 5 1 Possible 4

Unlikely

Indigenous Tourism Alberta Strategy 2019-2024 | 12 How You Can Help

1. Support us in the development and delivery of a long-term Indigenous tourism product development strategy

2. Work with us to adopt the Indigenous Tourism Alberta Strategy as part of your tourism marketing and product development efforts

3. Support us in the development of a 3 year joint marketing partnership.

Indigenous Tourism Alberta Strategy 2019-2024 | 13 Horsethief Canyon