Indigenous Tourism Operators in Alberta Spearhead a Path Towards Collaboration

Treaty 6, Métis Region 4, Edmonton, Alberta (April 21, 2023) –  Indigenous-led collaborations with non-Indigenous partners bring unique opportunities for economic growth, and cultural understanding and are a growing part of the tourism industry in Alberta.

As part of this year’s Tourism Week in Canada, Indigenous Tourism Alberta (ITA) is highlighting partnerships between Indigenous and non-Indigenous businesses. This cooperative work creates opportunities for cross-cultural understanding, economic growth, and mutual respect, and expands experiences for travelers to gain a deeper understanding of the diverse histories, cultures, and languages of Indigenous Peoples in the province.

With research showing that 78 percent of travelers seek to learn about Indigenous cultures, Indigenous-led partnerships are integral to rebuilding Canada’s visitor economy back to the $105-billion economic powerhouse that it was pre-pandemic.

“Partnerships and collaborations are a big part of many of ITA’s member businesses,” says Shae Bird, CEO of Indigenous Tourism Alberta. “Not only can they be good for business for everyone involved, but they can also be truly reciprocal relationships that share culture, language, and understanding between Indigenous and non-Indigenous Peoples.”

Here are a few examples of thriving partnerships in Alberta’s tourism sector:

Zuc’min Guiding is an independent professional Indigenous tourism company based in Calgary, Alberta. They specialize in individual and small-group hiking, backpacking, snowshoeing and camping with a uniquely Indigenous focus. They’ve partnered with Athabasca Glacier IceWalks to provide guests the opportunity to learn about the significance of the Columbia Icefield region through an Indigenous lens.

Kikawinaw Tea, an Indigenous-owned business that was founded to share the nature-inspired teachings rooted in the sacred plants of the Medicine Wheel, has partnered with Rig Hand Distillery to create a cold-canned sparkling gin tea, Kikawinaw (Cree for Mother Nature). The drink features wild rose gin infused with blueberry tea and made with locally grown rosehips based on a traditional family recipe.

Alberta’s first major Métis cultural interpretive destination is Métis Crossing. Created as a place for Métis people to share their stories. The destination partnered with Len Hrehorets, a local non-Indigenous rancher and farmer, to establish the new Visions, Hopes and Dreams wildlife park. Hrehorets offers tours of the park which saw bison return to the land for the first time since 1865, including rare white bison.

Buffalo Stone Woman is operated by Heather Black as a legacy to her family's connection to the land. Buffalo Stone Woman’s Indigitours shares Indigenous land-based traditions, creating opportunities for cross-cultural learning and understanding. Black has partnered with Clare McCann at Bikescape Mountain Bike and Winter Adventures to offer a variety of mountain biking and hiking tours in the Rocky Mountains that offer Blackfoot cultural teachings.

Carter-Ryan Gallery and Live Art Venue in Canmore and Banff feature the work of Jason Carter - an Indigenous sculptor, painter, illustrator, and public artist from the Little Red River Cree Nation. Carter’s work is featured around the province in places such as the Calgary International Airport, the Edmonton International Airport, and the City of Fort McMurray. Recently he partnered with the Town of Banff, Banff Lake Louise Tourism and Parks Canada for In Search of Christmas Spirit’, an immersive outdoor exhibit of illuminated bear, wolf, and bison sculptures.

Explore the full list of ITA members and their travel stories at IndigenousTourismAlberta.ca.

Tourism Week in Canada is an initiative of the Tourism Industry Association of Canada.

About Indigenous Tourism Alberta

Driven by the Indigenous Tourism Alberta Strategy 2020-2024, Indigenous Tourism Alberta (ITA) encourages and promotes authentic Indigenous tourism that showcases the unique and immersive experiences offered by its members throughout Alberta. This strategy is industry-driven, industry-lead and directed by Indigenous People. Through a unified industry voice, Indigenous Tourism Alberta focuses on creating and nurturing partnerships between associations, organizations, governments and industry leaders from across Alberta to support the stability and growth of Indigenous tourism. Further to this, ITA’s goal is to create a resilient Indigenous tourism industry that can weather future economic instability while also enhancing economic viability and further supporting Indigenous people throughout the province by sharing stories, culture and experiences with a global audience. To learn more, visit www.indigenoustourismalberta.ca. Indigenous Tourism Alberta Media Kit here.