TOWARD A MÉTIS TOURISM 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 CANADIAN TOURIST INDUSTRIES 7 3.0 TOURISM: INDUSTRY SEGMENTS AND TRENDS 20 4.0 INDIGENOUS TOURISM 26 5.0 CANADA’S INDIGENOUS TOURISM SECTOR: ECONOMIC IMPACTS 34 6.0 UNDERSTANDING THE INTERNATIONAL MARKET OPPORTUNITY FOR INDIGENOUS TOURISM IN CANADA 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 Manitoba, Batoche in Saskatchewan, and the Métis Crossing in Alberta. 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 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 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 Ontario and British Columbia 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, international tourism 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