David Goldstein (left), CEO of Travel Alberta, and Shae Bird (right), CEO of Indigenous Tourism Alberta (ITA) during the signing of a partnership between the two organizations. Travel Alberta is providing $6 million in direct and in-kind support over three years to ITA. (Photo: Indigenous Tourism Association of Canada)

By Justin Goulet

Travel Alberta invests $6M over three years to support Indigenous tourism

Mar 21, 2023 | 7:23 AM

LETHBRIDGE, AB – Indigenous tourism in Alberta is getting a financial boost.

Travel Alberta and Indigenous Tourism Alberta (ITA) have announced the largest provincial contribution towards the development and promotion of Indigenous-owned tourism experiences.

The new commitment will see Travel Alberta provide $6 million in direct and in-kind support over three years to the ITA. The funding was announced at the International Indigenous Tourism Conference, an event held in Winnipeg from March 8 to 10, 2023.

Officials note that the investment will help more Indigenous tourism operators develop new products, expand existing services and attract more visitors to their experiences.

Alberta’s Minister of Forestry, Parks and Tourism, Todd Loewen said, “Alberta’s tourism sector is a key driver of revenue and jobs in communities across the province.”

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He added, “Our government is committed to growing the tourism sector and supporting authentic Indigenous tourism experiences to preserve culture, language, and traditions.”

In October 2022, Alberta was recognized by National Geographic as the leader in Indigenous tourism.

READ MORE: Alberta recognized by National Geographic for Indigenous tourism

Shae Bird, CEO of Indigenous Tourism Alberta said, “We’re thrilled that our partnership with Travel Alberta continues to grow. It’s a truly reciprocal relationship that, not only benefits Indigenous entrepreneurs across the province, but supports Travel Alberta and the province’s tourism industry on its path toward reconciliation.”

Bird continued, “We’ve seen incredible growth over the first few years of this partnership and we are excited to see the benefits continue. Indigenous tourism will continue to play a vital role in strengthening Alberta’s visitor economy while supporting the revitalization and sharing of authentic Indigenous culture throughout these traditional territories.”

The partnership between ITA and Travel Alberta started in 2021. In the past two years, Travel Alberta has provided $2.85 million to ITA.

The CEO of Travel Alberta, David Goldstein stated that, “The deepening of this ongoing seminal partnership speaks to our commitment to reconciliation and the empowering of Indigenous entrepreneurs and communities in all corners of the province.”

Goldstein added that, “Indigenous tourism acts as an important bridge between cultures, creating resilient, prosperous communities, and provides a touchstone for international visitors to Alberta.”

READ MORE: Alberta recognized by National Geographic for Indigenous tourism