A New Chapter for Indigenous Tourism in Canada
A five-year partnership between Intrepid Travel and the Indigenous Tourism Association of Canada signals a shift toward more meaningful, Indigenous-led travel experiences nationwide.
Travel is changing. More travellers are looking beyond scenery and sightseeing, seeking experiences that offer cultural depth, context, and genuine connection. In Canada, that shift is helping Indigenous tourism move into a new phase — one defined by greater visibility, investment, and long-term opportunity for Indigenous communities.
This winter, Intrepid Travel committed CA$500,000 over five years to support Indigenous tourism development and promotion through a landmark partnership with the Indigenous Tourism Association of Canada (ITAC). The agreement aims to integrate Indigenous-led experiences more fully into Canadian travel itineraries — not as optional add-ons, but as essential ways of understanding the country.
At the heart of the partnership is a clear goal: by the end of 2026, 75 percent of Intrepid’s Canadian tours will include at least one Indigenous-led experience, with a longer-term ambition of reaching full inclusion across all itineraries. Rather than developing products in isolation, Intrepid will work through ITAC’s national network of accredited Indigenous tourism businesses, ensuring experiences are community-led, culturally grounded, and designed to benefit the people who host them.
Interest in Indigenous tourism has been steadily rising, driven by travellers who want to engage more thoughtfully with the places they visit. Recent national tourism research shows that more than 60 percent of highly engaged travellers are actively seeking Indigenous-led experiences.
Despite that demand, many Indigenous tourism operators continue to face challenges related to funding, infrastructure, and visibility, particularly in rural and remote regions. ITAC has spent years working alongside First Nations, Inuit, and Métis businesses to help close those gaps and build sustainable, community-driven tourism economies.
This partnership connects that groundwork to global reach. Over the next five years, Intrepid will invest $50,000 annually into ITAC’s Destination Fund to support the development of Indigenous-led tourism businesses across Canada. An additional minimum of $50,000 per year will go toward promoting Indigenous tourism through media initiatives and marketing efforts, developed in consultation with ITAC to ensure respectful representation and long-term impact.
For travellers, the shift may feel subtle but significant. Indigenous experiences might include guided cultural encounters, storytelling, land-based activities, or community visits that provide insight into both tradition and contemporary Indigenous life. The emphasis is on authenticity and exchange, rather than performance.
Crucially, these experiences are designed to generate meaningful economic benefits for host communities while safeguarding cultural integrity. The aim is not simply to showcase Indigenous culture, but to support self-determined growth through tourism.