Indigenous Tourism Insights

Tourism can play an important role in modern economies, not only does it connect visitors with unique experiences, but it is also an important source of revenue and employment for many communities. For instance, France saw the highest levels of international tourism in 2024, welcoming over 100 million visitors and generating over 71 billion euros in revenue.

Tourism in Canada, by contrast, is expected to generate around 9 billion dollars for 2025. In the post-pandemic era, these numbers have failed to return to their normal levels. This has vast implications for local economies as tourism is often one of the dominant sources of revenue for many communities. Fewer visitors means less revenue which, in turn, means less employment and less vibrant communities.

Nationally, just over 700,000 workers are employed in tourism and related industries, accounting for just shy of 2% of GDP. Much of the demand for tourism can be separated into domestic and foreign sources. Largely, the domestic demand is driven by the strength of the national economy. Foreign demand, in contrast, can be influenced by other factors such as the exchange rate, among other things.

Amidst the recent trade disruptions, tourist visits to the United States have seen a decline, with visits down by more than 12% in March compared to last year. Indigenous communities have the potential to promote themselves as a reasonable substitute. By marketing themselves as attractive tourist destinations offering unique experiences, Indigenous communities can not only generate revenue but also use tourism as a tool for cultural revitalization and economic sovereignty.

The Indigenous tourism industry in Canada is still in its infancy and is filled with opportunities for expansion. One key advantage the industry has over alternatives is the unique experiences Indigenous communities can provide. These include authentic cultural performances, storytelling, traditional food experiences, and guided outdoor adventures grounded in ancestral knowledge of the land.

Organizations like the Indigenous Tourism Association of Canada (ITAC) have played a critical role in supporting this growth through training, funding, and marketing initiatives. However, challenges such as access to capital, infrastructure gaps, and limited broadband access continue to hamper the full potential of Indigenous tourism.

Despite these challenges, demand for Indigenous experiences is growing. Visitors are increasingly seeking meaningful travel through experiences that connect them with people, places, and culture. This presents an opportunity not only to grow a sustainable tourism sector but also to foster intercultural understanding, preserve traditional knowledge, and empower Indigenous entrepreneurs.

As Canada looks to diversify its tourism offerings and rebuild the sector in a post-pandemic world, investing in Indigenous tourism presents a compelling opportunity. Not only will it help Indigenous communities develop economically, but it will also facilitate broader goals such as sovereignty, self-sufficiency, and reconciliation.