Values

Tents are pitched on both sides of a river at the bottom of hill in Lillooet, BC.

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.

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.

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.

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 BC

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The Indigenous Tourism Association of British Columbia is a non-profit, membership-based organization that is committed to growing and promoting a sustainable, culturally rich Indigenous tourism industry.