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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.
We exist to empower Indigenous futures and inspire global visitors by living the brilliance of our ancestors’ teachings, today. This is our purpose. From our beginnings in 1996, Indigenous Tourism BC has grown into a powerful force for Indigenous tourism as a pillar of prosperity, sovereignty, and cultural strength. We are building a future together where travellers don’t just see BC, but understand it through the eyes of its original peoples.
We serve a mandate to partner with Indigenous tourism businesses and First Nations communities to create meaningful tourism experiences that share our histories, diverse cultures, connection to the lands, waters, and skies–on our terms. For travellers, this means experiences that nourish the mind, body, and spirit. For Indigenous businesses and First Nations communities, it means opportunities, growth, and pride.
Everything is connected.
This belief is woven into the very fabric of our work. We are more than just tourism advocates; we are storytellers, culture keepers, and land stewards, driven by purpose and an unwavering dedication to the communities we serve. This interconnection shapes how we serve Indigenous tourism businesses, First Nations communities, and global travellers.
Well-being For All: A Promise to Our Stakeholders and Travellers
Our intention is simple: Well-being For All. This represents what travellers can expect when they engage with Indigenous tourism in British Columbia and what our Stakeholders can expect from ITBC.
For our Stakeholders—Indigenous tourism entrepreneurs, businesses, and First Nations communities— ITBC is dedicated to empowering and supporting Indigenous tourism businesses in ways that benefit entire communities.
- Through resources, training, and marketing support, we help businesses thrive and grow.
- This work strengthens communities, ensuring that success is shared and sustainable.
- And most importantly, we prioritize respect and authenticity, empowering Stakeholders to share their unique histories and cultures on their own terms.
For travellers, Well-being For All is a promise of a holistic and enriching travel experience—one that benefits not only them but also the communities they visit. It means experiences that nourish the mind, body, and spirit.
- Travellers will find meaningful experiences, enriched by cultural exchanges and learning opportunities that promote mindfulness, connection, and personal growth.
- This is tourism they can feel good about. It’s ethical and responsible, with visitors knowing their presence supports Indigenous sovereignty, stewardship, and community prosperity.
- At the heart of this is a reciprocal value exchange. travellers and host communities both benefit, creating a balanced and respectful relationship built on mutual enrichment.
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.