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    Leadership, Organization & Innovation

    Indigenous Tourism BC works with Indigenous communities and Stakeholders in creative and collaborative ways to secure a position of shared leadership in the accelerating Indigenous tourism industry. Our work ensures that Indigenous values inform tourism solutions that directly and equitably benefit Indigenous communities and businesses invested in tourism.

ITBC plays a pivotal role in shaping the future of Indigenous tourism in British Columbia. As the official representative for Indigenous cultural tourism, ITBC leads efforts to build a thriving tourism sector that reflects Indigenous values and creates opportunities for communities and entrepreneurs. Our work is centred around strengthening relationships with Indigenous communities, advocating for the right economic and social conditions, and promoting sustainable growth across the tourism industry.

 

Areas of Focus:

  1. Global Leadership and Thought Leadership
    ITBC is a recognized leader in Indigenous tourism globally. We are at the forefront of industry discussions, advocating for Indigenous-driven solutions on regional, national, and international stages. Through our leadership, we drive economic Reconciliation and bring innovation to the tourism sector.
  2. Strengthening Indigenous Community Relationships
    We empower Indigenous communities to shape their tourism futures. By building strong, trust-based relationships and offering tailored support, we ensure that Indigenous tourism is rooted in the unique values of each community, fostering culturally sustainable development.
  3. Supporting Indigenous Entrepreneurs and Workforce Development
    ITBC nurtures Indigenous entrepreneurship and creates pathways for careers in tourism. We equip Indigenous people to thrive as business owners and skilled tourism professionals through specialized training and one-on-one guidance.
  4. Capacity Building within ITBC and Indigenous Communities
    We invest in developing digital capabilities, business resources, and staff, ensuring ITBC and Indigenous communities are ready to meet future challenges and opportunities.
  5. Advocacy, Reconciliation, and Sustainable Growth
    Advocacy is at the core of ITBC’s work. Grounded in the principles of the Declaration on the Rights of Indigenous Peoples Act (DRIPA) and the Truth and Reconciliation Commission’s Calls to Action, we ensure that Reconciliation is embedded in every tourism partnership and initiative, securing the financial and political support that Indigenous tourism needs to grow sustainably.
  6. Stakeholder Engagement and Communication
    ITBC maintains clear and continuous communication with stakeholders, ensuring they are informed and supported. Programs like the Tourism Roadmap guide tourism operators through recovery and long-term growth.

 

Leadership in Action:

ITBC demonstrates leadership and innovation through numerous impactful projects:

  • In 2020, we led critical labour market research that shaped workforce development strategies across BC’s Indigenous tourism sector.
  • ITBC secured over $15 million in recovery funds during the pandemic, directly supporting over 140 Indigenous businesses.
  • We co-developed the Invest in Iconics Strategy, promoting responsible tourism while increasing visitation to BC and celebrating Indigenous cultures.
  • Creating our Corporate Services division and deploying Regional Indigenous Tourism Specialists provide one-on-one support to help communities seize opportunities and develop sustainable tourism plans.

 

These initiatives and many other projects demonstrate ITBC’s ongoing commitment to empowering Indigenous communities and driving innovation across the tourism industry.