Canada invests $4M in Alberta’s Indigenous tourism for economic reconciliation and jobs

Wednesday, March 13, 2024

The Canadian Government is channeling funds into tourism development to facilitate economic reconciliation, empowering Indigenous communities in the Prairie regions to showcase their culture, stories, and landscapes to both national and international visitors. In Alberta, genuine Indigenous experiences are vital for the tourism sector, contributing to job creation in both metropolitan and rural areas.

The Honourable Dan Vandal, Minister for PrairiesCan, has declared a $4 million federal investment for Indigenous Tourism Alberta, aiming to enhance the capability of Indigenous small- and medium-sized enterprises in the tourism sector to promote their services and products worldwide.

Indigenous Tourism Alberta, a non-profit organization led by Indigenous people, is strategically placed to augment the Indigenous tourism sector and market the authentic Indigenous experiences of Alberta.

This funding will support the organization in executing critical initiatives, such as:

• Conducting workshops on tourism product development for Indigenous tourism providers in both northern and southern Alberta.
• Implementing digital and physical marketing campaigns aimed at potential tourists from key international markets, including Japan, Germany, the United States, France, and the United Kingdom.
• Developing business ties with travel wholesalers and distributors in significant international markets to enhance the visibility of Alberta’s Indigenous tourism experiences and introduce genuine Indigenous tourism packages to travel retailers.
• Bolstering networking and collaboration among its members and the travel sector to pinpoint consumer trends and sales opportunities.

This project reflects the principles of the federal government’s initiative to foster a Green Prairie Economy by promoting economic reconciliation. Over the next four years, the investment is anticipated to aid in the growth of around 165 Indigenous tourism enterprises, support the startup and expansion of at least 10 new businesses, and sustain about 100 jobs.

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