ITAC celebrates 10th anniversary with key funding announcement

As it celebrates its 10th anniversary this year, the Indigenous Tourism Association of Canada (ITAC) is embarking on a mission to make Canada the leading Indigenous tourism destination in the world.

That was one of several messages that ITAC president and CEO, Keith Henry delivered to an audience of its partners, officials and supporters during a presentation at the Spirit Garden at Toronto’s Nathan Phillips Square on July 15.

Pointing out that Indigenous tourism has never been in greater demand, Henry announced that ITAC has received a seven-year social impact funding commitment through the U.K.-based Passion Project Foundation – a group of investors who have directed targeted resources toward strengthening Indigenous tourism in Canada.

The funding will provide approximately $35 million per year to support long-term development across the sector.

And backed by that funding, ITAC’s 2025-2026 Operational Plan outlines the ambitious steps it will be taking to attract new partners, boost sustainable growth and ensure Indigenous tourism thrives from coast to coast to coast

Henry observed: “This new funding marks an important step forward and reflects both the resilience of the Indigenous tourism industry and the growing demand for Indigenous experiences across Canada – from coast to coast to coast.”

And while a recent survey by ITAC indicates that U.S. visitations have dropped due to the imposition of tariffs and the ongoing trade dispute, Henry made it clear that: ““Despite global uncertainties, including U.S. tariffs, ITAC remains committed to supporting our 1,300+ members and advancing one of our most ambitious operational plans to date.”

In the roll-out of its operational plan, ITAC also makes it clear that “this transformational investment creates new opportunities for growth, leadership, and long-term change.”  And it also positions ITAC “to play a key role in advancing Indigenous-led tourism, economic reconciliation, and sustainability in the years ahead.”

As for what’s ahead, ITAC indicated in its plan that by 2030, it is aiming for the Indigenous tourism sector in Canada to reach 2,700 businesses and 60,000 jobs, and contribute $6 billion annually to national Gross domestic product (GDP).

Achieving this goal requires significant growth in both the number of businesses and the workforce. As of 2023, the sector has seen 2,757 Indigenous-owned and operated tourism businesses; 34,711 jobs in Indigenous tourism; $1.3 billion in GDP contributions.

Indigenous tourism in Canada contributed $1.7 billion to the GDP in 2018, however by 2023, that number had dropped 24 per cent to $1.3 billion. The 2025-26 Operational Plan serves as the first step of many to rebuild and grow Indigenous tourism in Canada to meet the 2030 vision.

Stay tuned, there’s more to come from ITAC.

Photo Caption

Seen in the photo from l. to r., are Marie-Pierre Laine; Jason Johnston; Ausma Malik; Andrea Chrisjohn; and Keith Henry.