ITAC, the Indigenous Tourism Association of Canada and Destination Canada announced that they have secured a significant $100,000 investment from Expedia Group to help develop Indigenous tourism in Canada.
The investment marks an important milestone in the development of Indigenous tourism in Canada and support for the Truth and Reconciliation Commission Call to Action #92: calling on Canada’s corporate sector to adopt the United Nations Declaration on Rights of Indigenous Peoples Peoples as a framework for reconciliation. and apply its principles, rules and standards to corporate policy and operational activities involving indigenous peoples and their lands and resources.
‘Thanks to the continued work of Destination Canada and Expedia Group and their commitment to Indigenous tourism, we are continuing our shared vision to make Canada a world leader in Indigenous tourism experiences,’ said Keith Henry, president and CEO of the Association of Indigenous. Tourism in Canada.
‘By investing in Indigenous tourism businesses and communities across Canada, we can move together towards restoration.’
Expedia Group’s contribution marks a major development in ITAC’s newly established Indigenous Tourism Destination Fund (ITDF).
Launched on September 7, the ITDF offers a unique opportunity for travelers, Indigenous businesses and non-Indigenous businesses to actively participate and support the development of Indigenous tourism. Funding flows into contributions in four critical areas: infrastructure, product development, workforce and marketing initiatives.
Aditi Mohapatra, Vice President of Global Social Impact and Sustainability at Expedia Group, said: ‘We are proud to support such an important cause. The work of the Indigenous Tourism Association of Canada and Destination Canada to champion and grow Indigenous tourism in Canada is excellent and Expedia Group’s contribution is intended to help push this work even further. As part of Expedia Group’s Open World sustainability and social impact strategy, we are committed to helping provide economic improvements for communities that are underrepresented in the travel industry, and this collaboration is just that. ‘
The partnerships with Destination Canada and Expedia Group align with ITAC’s ambitious vision to:
Ensure Canada becomes a world leader in Indigenous tourism
Raise $2.6 billion over seven years
Accelerate domestic tourism growth to $6B by 2030
Create 800 new indigenous tourism companies
Create 21,000 additional jobs
This collaboration is a direct result of the strategic partnership Destination Canada and Expedia Group created in 2019 with the shared belief that travel can be a powerful force for positive change, as well as the Expedia Group’s commitment to creating a more inclusive industry.
The alliance has laid a solid foundation by bringing together all 13 provinces and territories, as well as national organizations such as ITAC, with the goal of promoting indigenous tourism worldwide.
‘Destination Canada on behalf of Team Canada and together with the Expedia Group has a multi-year Joint Business Plan where we are working together to help Canada become a travel destination of choice. We are excited to see our partners in Expedia Group’s tangible support for ITAC and the Indigenous Tourism Fund,’ said Gloria Loree, senior vice president of marketing strategy and chief marketing officer at Destination Canada.
‘It is only with meaningful and clear action, with our partners, that we can truly support Indigenous tourism and help Canada become a beacon of hope for other communities around the world.’