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WHO WE ARE
Indigenous Tourism BC (ITBC) is a non-profit, stakeholder-based organization committed to growing a sustainable, culturally rich Indigenous tourism industry.
Empowering the Future of Indigenous Tourism
We aim to empower Indigenous businesses, entrepreneurs, and communities to create world-class tourism experiences deeply rooted in their cultures and recognize authentic Indigenous tourism’s power in shaping Indigenous futures. By staying responsive to the needs of Indigenous communities and aligning every initiative with Indigenous values, we aim to build a sustainable and prosperous Indigenous tourism industry in British Columbia.
Our Mission
We serve a mandate to partner with Indigenous tourism businesses and First Nations communities to create meaningful tourism experiences that share histories, cultures, and lands on their terms. Through training, product development, and marketing initiatives, we help elevate offerings, broaden the reach of Indigenous tourism and amplify Indigenous voices to gain international recognition and appreciation.
Our Vision
To be a leading advocate for Indigenous tourism in BC, working together to build a thriving industry that supports Indigenous sovereignty, prosperity, and community well-being, while reframing perceptions of BC and creating local and global appreciation for Indigenous worldviews.
Our Purpose
We exist to empower Indigenous futures and inspire global visitors by living the brilliance of our ancestorsʼ teachings, today.
We Raise Our Hands
“We Raise our Hands” defines our corporate identity. The Indigenous gesture of raising hands is a way to acknowledge and honour our ancestors, as well as give thanks for the opportunity to live and work within our ancestral lands. The hands in the ITBC Corporate logo also welcome the world to share our living Indigenous cultures.
Our Values
Authenticity: We stay true to ourselves, our communities, and our traditions. This authenticity empowers us to honour our connection to the land, people, and culture, sharing these with pride.
Together: We believe we are stronger together. We create a collaborative environment where everyone thrives by supporting and respecting each other, our partners, and our communities.
Passion: Our work is driven by passion. We are deeply committed to our mission, bringing heart, courage, and dedication to everything we do.
Impact: We strive to create meaningful, lasting change. As industry leaders, we are dedicated to achieving results that uplift Indigenous communities and leave a positive legacy.
Inspired by what the Anishinaabe Peoples call the Seven Grandfather Teachings, we also uphold these guiding principles:
Truth leads us to authenticity, Humility fosters compassion and understanding, Love unites us through kindness and devotion, Respect honours the world around us, Honesty upholds integrity in all interactions, Bravery empowers us to face challenges with courage, and Wisdom guides us to apply knowledge for the betterment of all.
Our Impact
Indigenous Tourism BC is helping shape the future tourism into a powerful tool for cultural revival, environmental stewardship, and economic empowerment. We help Indigenous communities reclaim their heritage, restore languages and traditions, and uphold their Laws, Title, and Rights. Our efforts foster mutual respect and contribute to Reconciliation while empowering Elders and Knowledge Keepers and creating opportunities for youth and adults.
Tourism, guided by responsible and regenerative travel practices, connects visitors to the land and supports the preservation of Indigenous cultures. It’s more than just an industry—it’s a way to preserve, celebrate, and share the richness of Indigenous cultures with the world. We are recognized globally as leaders in this field, ensuring that the stories, lands, cultures, and people are celebrated and respectfully shared with the world.