Authentic
We are true to ourselves, our communities and traditions. It’s what empowers us to showcase our connection to the land, people and culture.
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Values and Mission Statements
Our Values
For many Indigenous people, Tree is an all-giving Mother: she draws nourishment from the Earth and transforms it into oxygen, warmth, food, shelter, and clothing for her people. Mother Tree is the biggest plant, gives us oxygen, stores carbon, stabilizes the soil, and supports wildlife. At her core are the culture and people; her the tree rings tell their history.The Secwepemc people have an oral story that tells of the transformer Coyote taking Tree for his wife.
Mother Tree symbolizes ITBC’s core values in the organization of ITBC’s revised operating system. The improved operating system organizes core ITBC operations to realize regional growth potential and better position ITBC and its partners to capitalize on the advancing tourism environment while closely aligning with ITBC Stakeholders and industry partners.
Together
We are stronger together. We are respectful and supportive of our people, our partners, and our communities
Passion
We are emotionally invested and courageous. We deeply care about who we respect and take pride in what we do.
Impactful
As an industry leader, we achieve meaningful and tangible results for our Indigenous Communities.
The Strengths Of The New Operating Model Are:
More rapid contact with ITBC Chief Officers.
Our partners will connect faster with ITBC, as each Chief Officer has a dedicated portfolio and shares in leadership decision.
Maximized operations through a greater cross-team collaboration of Houses (departments).
We will create and benefit from opportunities for all ITBC Family to share their unique skills, knowledge, and experience through joint activities and strategic planning. Should a Family member not be around, others can continue to move initiatives forward.
Focus on relationships.
All our partners are Tillicums (friends). We continue to show respect for these relationships through improved communications and information sharing. We extend our network in a way that celebrates respectful partnership.
Shared values and principles.
The values that directed our ancestors in their work and decision-making are built on openness, truth, and respect. These principles will guide the work and decisions of all ITBC leaders, Chief Officers, and Family members.
Indigenous Tourism British Columbia (ITBC) is a non-profit, Stakeholder-based organization that is committed to growing and promoting a sustainable, culturally rich Indigenous tourism industry.
Indigenous Tourism BC is regarded as a world leader in the development and promotion of authentic Indigenous cultural tourism products and experiences and is actively supporting the province in becoming a leading global destination for Indigenous tourism.
Through training, information resources, networking opportunities, experience development and marketing programs, ITBC is a resource for Indigenous entrepreneurs and communities in British Columbia who are operating or looking to start a tourism business. ITBC works closely with tourism, business, education, and government organizations to help Indigenous tourism businesses in BC offer quality experiences and actively promotes these experiences to visitors and local residents.
Our Vision Our Mission
Our Vision is a prosperous and respectful Indigenous cultural tourism industry sharing authentic products that exceed visitor expectations.
Our Mission is to provide training, awareness, product development and marketing to support a sustainable, authentic Indigenous cultural tourism industry in BC while contributing to cultural preservation and economic development.