Indigenous Tourism: Pathways, Promise & Policy

Indigenous tourism is emerging not just as a growing sector, but as a profound agent for cultural revitalization and economic sovereignty. From guided land-based adventures to living cultural centres and museum experiences, Indigenous tourism offers visitors immersive storytelling grounded in ancestral knowledge. Yet, for communities to fully seize this opportunity, supportive policy and investment are critical.

Resilience and Recovery

Prior to the pandemic, Indigenous tourism contributed about $1.9 billion in direct GDP and supported nearly 39,000 jobs. Although the pandemic caused a sharp contraction, the industry has shown signs of resilience and recovery. Many operators are innovating, shifting toward smaller groups, experiential offers, and longer stays, to align with visitor preferences and reduce pressures on cultural sites.

In Manitoba, Indigenous-led tourism experiences and heritage sites are receiving renewed attention. For example, the National Indigenous Residential School Museum in Portage la Prairie is being expanded with federal support to deepen its role in education and reconciliation. Meanwhile, the province has injected $4.5 million into Travel Manitoba to boost local and international tourism, which can create opportunities for Indigenous operators to partner and scale.

New Investments Fuel Growth

In March 2025, the federal government unveiled a new wave of investment under “Advancing the Indigenous Tourism Sector”. The program expects to bring 187,000 additional tourists to Indigenous tourism enterprises and generate about 200 new jobs. It is being delivered through the Indigenous Tourism Fund (ITF) via the National Aboriginal Capital Corporations Association (NACCA).

In one recent round, $3.3 million was awarded to 136 Indigenous tourism micro and small businesses, including operators in Manitoba. At the national scale, Destination Canada and the Indigenous Tourism Association of Canada (ITAC) secured a USD 100,000 investment through Expedia Group to amplify Indigenous tourism marketing and growth.

Policy Frameworks Chart a Path to 2030

ITAC’s 2024-25 Action Plan outlines a vision to return industry strength to pre-pandemic levels and chart a course toward a $6 billion annual contribution by 2030.

In 2025, the governments of Canada and Manitoba ratified a five-year Memorandum of Understanding (MOU) securing sustained funding for Indigenous tourism organizations. This MOU fosters collaboration across the provincial tourism body and Indigenous organizations to grow culturally rooted tourism experiences.

In Manitoba, the provincial government’s added investment in Travel Manitoba signals intent to elevate tourism across all regions, a move that could generate demand pull for Indigenous enterprises.

In all, the Indigenous tourism industry presents a promising opportunity not just for economic growth, but sovereignty and cultural renewal. With new policy tools and growing market interest, Indigenous tourism can help transform both regional economies and cross-cultural understanding.

Expanded federal and provincial funding streams are creating opportunities for Indigenous businesses in the sector to scale and compete in the marketplace. Moreover, these investments map onto Truth and Reconciliation Calls to Action and acknowledge the importance of Indigenous voices in defining culturally respectful tourism.