Indigenous Tourism BC Stakeholder Engagement and Support During COVID-19 – March to December, 2020
Travel and togetherness drive the tourism industry. As careful planning, travel restrictions, and social distancing became the new normal in 2020, Indigenous Tourism BC and our Stakeholders embarked on a path of learning with tourism industry partners and allies. We continue to navigate these new waters, trusting that our shared knowledge and response will guide us toward the necessary actions and changes required to sustain the Indigenous tourism industry during the pandemic.
Two-way communication and active engagement became more critical than ever. In the mission to develop informed and flexible responses to the seemingly ever-changing environment, with all of its new challenges and opportunities, ITBC maintains consistent, ongoing communication with Indigenous, Federal, Provincial, tourism, and health organizations.
Stakeholder Engagement Prioritized
One-on-One and Biweekly Stakeholder Calls
Since March 2020, ITBC has prioritized Stakeholder engagement with one-on-one telephone calls, direct emails, and an open invitation to reach out to us with all questions and concerns. We continue to conduct ongoing surveys to gather consistent data and share relevant resources through our e-newsletter and social media. Biweekly Stakeholder calls featuring guest speakers allow us to share crucial COVID-19 business information. A frequently updated COVID-19 business resource page on our corporate website shares information specific to Indigenous tourism businesses.
Stakeholder Surveys: online + one-on-one
Our focus throughout the summer and fall was connecting with Stakeholders to understand better how they and their businesses were doing. We learned that 91% of the Indigenous Tourism BC Stakeholders had to close or operate in a limited capacity.
We discussed their pandemic experiences as Indigenous tourism operators and identified what they would like to see in the future and ways for ITBC to support them. One-on-one meetings with Stakeholders revealed how small to medium businesses in various tourism sectors responded to the pandemic and helped us understand their requirements for successful operation in 2021.
Video Outreach Program
Necessary pivots toward digital communication and e-commerce inspired the introduction of our Video Outreach Program. We safely visited over 25 businesses this summer and fall to create inspiring videos and photography for our Stakeholders highlighting their unique experiences and encouraging responsible travel. The collaboration with our Stakeholders and tourism industry partners allowed us to produce videos that tell the story of innovation during these trying times, and also generated fresh content for ITBC’s recovery marketing in 2021.
Financial Support for our Stakeholders
ITBC’s Emergency Relief Fund Program Phase One
In April 2020, Phase One of the COVID-19 Emergency Relief Fund Program launched. ITBC reprofiled $300,000 from the development and marketing departments to support the Indigenous tourism industry. This grant provided emergency relief to 72 Indigenous tourism businesses to address the immediate and short-term needs resulting from the COVID-19 pandemic.
ITBC’s Emergency Relief Fund Program Phase Two
In July 2020, Indigenous Tourism BC was allocated $400,000 by Western Economic Diversification Canada (WD) to deliver Phase Two of the COVID-19 Emergency Relief Funds Program for market-ready Indigenous tourism businesses to address immediate and short-term needs during the COVID-19 pandemic. We received applications from every tourism region in the province, with funds awarded to 67 Indigenous tourism businesses in Phase Two.
Indigenous Community Business Fund
In September 2020, Indigenous Services Canada, Aboriginal Financial Institutions, and ITBC partnered for the delivery of the $5 million Tourism and Hospitality Fund through the Indigenous Community Business Fund (ICBF). ICBF provided non-repayable grant contributions of up to $250,000 to Indigenous communities to support their community-owned tourism and hospitality businesses whose revenues had been affected by COVID-19.
Recovery Marketing
ITBC implemented a significant recovery marketing campaign in line with the Province of BC’s Re-Start Plan. Working with our partners such as Destination BC, Indigenous Tourism Association of Canada, Regional Destination Marketing Organizations and others, ITBC successfully supported the promotion of the Indigenous tourism industry and businesses with the following tactics:
Successfully implemented three influencer trips covering 25 Indigenous tourism businesses
Launched the Indigenous BC Trip Planner App highlighting a ‘learn through Indigenous Stories’ section, Indigenous Experiences Open in 2020, how to travel responsibly and much more
Ran a Global TV campaign promoting the Indigenous Experiences Open in 2020 and ITBC’s Indigenous BC Trip Planner App
Three Billboard Ads in Kelowna, Victoria and Nanaimo promoted the Roam Close to Home message and Indigenous BC Trip Planner App
ITBC participated in DBC’s Cooperative Marketing Campaign placing ads in 16 community newspapers across the province
Worked with local Media Outlets to showcase our Indigenous tourism experiences to BC residents
Worked closely with our Stakeholders on Instagram Takeovers and Social Media promotions
Online Marketing e.g. paid search, display ads, video ads and paid social media campaigns
Indigenous Tourism BC has been working with partners within BC and across Canada to share what we have learned about the impacts of COVID-19 and to support collaborative efforts to manage the uncertainty and financial loss of Indigenous tourism businesses during this crisis.
We know from our Stakeholders that more support is required to survive post-COVID-19. For Indigenous Tourism BC, partnership and collaboration with our Indigenous, Federal, Provincial, tourism and health organizations will be imperative. Our goal is to share what we are learning about the impact to Indigenous tourism business, and work with partners as we move into the recovery phase.
ITBC has been in consistent communication with
BC Assembly of First Nation
First Nations Leadership Council
Indigenous Services Canada
Western Economic Diversification
Ministry for Tourism, Arts & Culture
Destination BC
Tourism Industry Association of Canada
Indigenous Tourism Association of Canada
Tourism Emergency Management Committee
The regional Destination Marketing Organizations,
Aboriginal Financial Institutions and,
following and sharing information from Health Canada, BC Public Health Authority and First Nations Health Authority.
COVID-19 Summary of Impact to Indigenous Tourism Businesses
We are still learning the impact of COVID-19 on Indigenous tourism businesses and, as tourism businesses in BC, including gas stations, accommodations, resorts, RV parks and campgrounds, transportation services, outdoor adventures, retail stores and gift shops, festivals and major events, artist studios, restaurants and culinary operations, outdoor adventures, golf, heritage sites, museums, and cultural centres.
Indigenous Tourism BC works with 125 Market Ready Stakeholders and the majority are small to medium sized enterprises. They are sole proprietorships, family owned partnerships, limited partnerships, corporations and community-owned businesses. Half of these businesses operate year-round, and half of them operate on a seasonal basis from May to October.
Impact to Stakeholders (July 2020):
91% of the Indigenous Tourism BC Stakeholder’s have had to close or operate in a limited capacity
74% of businesses have had to lay off employees
The Indigenous tourism industry is made up of Small to Medium size businesses that range from 2 employees to 275 employees
48% Seasonal Businesses (May 1 – October 1)
52% Year-Round Operations
Indigenous Tourism BC is reviewing the gaps that Stakeholders are experiencing with financial relief dollars that are now available, and also tracking short and long term needs that will be required for full business recovery.
COVID-19 Business Recovery Recommendations
Indigenous Tourism BC recommends three important steps:
Update your TripAdvisor and Google listings so customers know if you are open or closed
Reach out to local Indigenous communities, local destination marketing organizations and other tourism partners to help inform your business and marketing plans
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