Walking The Path To Reconciliation With Our Friends at YVR

This week, we are sharing a recent project that expresses our ongoing commitment to reconciliation through valuable partnerships and what is possible when we work together in the spirit of friendship for Indigenous Peoples in BC. In summer 2022, a terminal construction project presented a marketing opportunity utilizing the hoarding wall installed around the replacement of a baggage carousel. Together, with local design agency 123w, ITBC created the Indigenous tourism Discovery Hub and shared images and messaging to promote Indigenous tourism in all six regions of BC for more than eight weeks.

Installed at the end of July and located at YVR’s International Arrivals, the 4140ft2 Discovery Hub allowed ITBC to share our story in a high-traffic area to inspire newly-arrived visitors during summer months. The hoarding promotes a variety of Indigenous-owned tourism operators across the province and includes QR codes for each highlighted business.

The in-kind advertising value of this project is $750k – a generous opportunity provided by YVR and a demonstration of their ongoing commitment to reconciliation and their integral relationship with Musqueam Nation.

In 2017, YVR and host Musqueam Nation signed Sustainability and Friendship Agreement, a first-of-its-kind agreement acknowledging YVR’s responsibility to the Musqueam community and a commitment to creating education-to-employment opportunities, supporting sustainable Indigenous-owned businesses, and engaging in Indigenous protocols.

In 2021, Indigenous Tourism BC (ITBC) and Vancouver Airport Authority signed a memorandum of understanding to strengthen their working relationship, with a shared vision to support a sustainable Indigenous tourism economy and reconciliation through tourism.

In honour of our partnership, the project contained this message: “Walking the path to reconciliation with our friends at Indigenous Tourism BC who are sharing images of the people of the land throughout the province.” The Discovery Hub installation will soon be removed, but will remain on display at YVR throughout Truth and Reconciliation Week.

Thank you to YVR for your ongoing friendship and commitment to Indigenous communities and reconciliation through tourism in BC.