Driven by travellers’ thirst for authenticity, responsible tourism, and a re-evaluation of our relationships with Indigenous people around the world, Indigenous-led lodges, hotels, restaurants, tours and experiences have been gaining in popularity.
Canada’s first-ever National Day for Truth and Reconciliation is 30SEP. The holiday was established to honour residential school survivors, and in addition to the one day of reflection, remind Canadians of the year-round need to support Indigenous people and Indigenous-led progress.
Even before the establishment of National Day for Truth and Reconciliation, pre-pandemic halts aside - Indigenous tourism was surging in Canada and globally and seemed destined only to grow.
With its capacity to build bridges and bring people together, travel may be one of the key ways that Canadians and the Canadian travel community can meaningfully and beneficially engage with Indigenous communities.
Open Jaw spoke with representatives of the Indigenous Tourism Association of Canada (ITAC), as well as Indigeno, a uniquely Indigenous-owned Canadian travel agency that also specializes in Indigenous tourism experiences, about the role travel can play in the reconciliation process.
“Authentic, Empowered, and Current”
ITAC says that pre-pandemic, 2000 businesses across Canada, employing 40,000 people, were part of the Indigenous tourism infrastructure, contributing $1.86 billion to the nation’s economy.
Sébastien Desnoyers-Picard, Chief Marketing Officer, explained that the organization’s role is to “support the growth of Indigenous tourism in Canada and address the demand for authentic Indigenous experiences. We also aim to improve the socio-economic situation of Indigenous people in Canada.”
He says travel is an important part of the reconciliation process as it supports, “authentic Indigenous businesses, experiences, artists and events.”
Indigenous tourism, “brings economic stability and job creation to communities that are often overlooked by the mainstream government. It gives an opportunity to leverage dancers, poets and artists. It also enables Indigenous people to be proud of Indigenous culture.”
In addition, “it provides a chance for Indigenous Peoples to share their history from their voice, and showcase the incredible artists, storytellers, chefs and more. Tourism also provides opportunities for Indigenous People to continue dancing, singing, crafting and other things that keep our cultures alive.
“By telling our own stories, we’re able to move past the stereotype of Indigenous people stuck in history, and show how diverse, authentic, empowered and current we really are.”
30-Year Story of Reconciliation Through Travel
Indigeno comes at reconciliation from two angles: tourism and expanding Indigenous people’s role in Canada’s travel trade.
Co-founder of Indigeno Travel, Chris Maxfield told Open Jaw, “First, I want to acknowledge that I am writing to you today on Treaty 1 Territory, the original homeland of the Cree, Anishinaabe, Oji-Cree, Dakota and Dene people. I also acknowledge that the water used by all of us in Winnipeg is sourced from Shoal Lake 40 First Nation.
“I should also add that I am non-Indigenous, of Scottish and northern European background. I have worked with First Nations for over 30 years in another industry but always with Indigenous-owned companies.”
The very foundation of the Indigeno agency, he explained, is a 30-year-old story of reconciliation between two old friends, Maxfield and Darrell Phillips, aka Little Black Bear, who “dreamed of a way for all Canadians to take part in Reconciliation simply by doing what they already love to do – travel.”
They asked themselves: “What if we could tap into the existing demand for travel and tourism in a way that could benefit Indigenous communities across the country? How many meaningful careers could we create for Indigenous people in the process?“
As Maxfield points out, “Indigenous people are sorely underrepresented in the travel trade.”
Indigeno Travel was their brainchild: “Canada’s uniquely Indigenous-owned national travel agency.” Although Phillips has since passed away, Maxfield committed to carry the torch of Indigeno with Phillips’ wife Charlene.
Demand for Indigenous Tourism Experiences “Far Outstrips Supply”
“Travel is something to talk about on Canada's very first National Day for Truth and Reconciliation,” Maxfield told Open Jaw. “First, metaphorically, I would say that Reconciliation is a journey that both Indigenous and non-Indigenous people are urged to take together; a journey that includes increasing one's awareness.”
Indigeno has a social and economic purpose. In addition to creating jobs for Indigenous people in the travel trade, the agency “very early on” partnered with ITAC.
“Our relationship deepens every day,” says Maxfield. “The number of high-quality, what they refer to as “authentic,” Indigenous tourism experiences puts Indigeno right where it needs to be. Our network of over 7,000 international agents and agencies are hungry for Indigenous experiences.
“Despite COVID, studies continue to show a demand that far outstrips the supply. That is our mutual goal; getting product on the shelf to expose more people around the world to the rich culture and people of Canada’s Indigenous people and to understand our shared history.”
“Feasting” on Authenticity
ITAC’s Desnoyers-Picard explained the importance of authenticity of Indigenous tourism products for travel agencies and advisors expanding their Indigenous travel business.
“Buying authentic ensures that our culture is shared in a respectful manner and it supports local Indigenous communities and lets them thrive.
“We know it can be challenging to know if a business is authentic, which is why we launched The Original Original brand mark - it signals businesses that have been vetted by ITAC to ensure it’s Indigenous-owned and led.”
Maxfield shared a recent itinerary Indigeno developed in partnership with Moccasin Trails in British Columbia.
“Moccasin Trails is an Indigenous-owned tour company based in the Okanagan in BC. The itinerary our team at Indigeno put together, in collaboration with Moccasin Trails, includes explorations of the Indigenous land and people of the Okanagan region: their stories, culture, foods and people, and also includes a full day of education about the Residential School experiences.”
But Desnoyers-Picard points out Indigenous tourism experiences aren’t all somber by any means, offering Indigenous restaurants as one example of a way Canadians can learn more about the Indigenous way of life.
“A restaurant is a feast - it's never just about the food that we eat. Food is a cultural connection. Food offers opportunity - a meal is a story coming together on a plate. Imagine how the person foraged and went hunting for bison.
“One of my favourites is Salmon ‘n’ Bannock here in Vancouver. As the name suggests, they serve bannock the size of a hockey puck with butter and a rotating berry jam. They also have some innovative culinary dishes like candied and smoked Salmon.”
He added, “There’s so many amazing and unique experiences across our country, from Wilderness lodges in B.C., to floe edge in Nunavut. We can pretty much tick all the boxes of a bucket list, right here, with Indigenous people and communities!”
His message to all Canadians and to Canadian travel advisors’ clients is: “Come share a meal, visit our expositions and take part in our traditional way of life!”
ITAC recommends the organization’s consumer-facing portal DestinationIndigenous.ca for ideas for Indigenous travel and tourism experiences.
Travel advisors can contact ITAC staff at indigenoustourism.ca/travel-trade/ to answer questions and provide information to create authentic Indigenous itineraries for your individual clients or groups.
