Intrepid Travel has entered into a five-year partnership with the Indigenous Tourism Association of Canada (ITAC), committing CA$500,000 (€310,000) to integrate Indigenous-led experiences into its Canadian itineraries. The decision marks a significant step in reshaping how visitors engage with Canada’s cultural landscape, ensuring tourism growth delivers tangible benefits to Indigenous communities.
Under the agreement, Intrepid has set a target for at least 75% of its Canada tours to include an Indigenous experience by the end of 2026, with full inclusion across all itineraries described as a longer-term objective. The company says these experiences will be developed in collaboration with Indigenous-owned and -controlled tourism businesses from First Nations, Inuit and Métis communities, drawing on ITAC’s national network. Indigenous perspectives are intended to be the core part of tour narratives rather than optional additions.
The funding will be divided between business development and promotion. A portion will support the creation and strengthening of Indigenous tourism businesses, addressing long-standing challenges such as limited access to capital and infrastructure. The remaining funds will be invested in promotion, including media engagement and destination marketing, aimed at increasing the visibility of Indigenous-led experiences to domestic and international travellers.
Examples of Indigenous-led tourism initiatives already operating across Canada offer insight into what such experiences look like in practice and how they develop. In British Columbia, the Nk’Mip Desert Cultural Centre offers visitors guided interpretation and community-run programs focused on the ecology and culture of the Osoyoos Indian Band. In Saskatchewan, the Dakota Dunes Thermal Spa combines wellness tourism with Indigenous design and storytelling. Elsewhere, projects include guided Badlands tours in Alberta and hands-on food and cultural experiences in Prince Edward Island.
The announcement comes amid growing demand for Indigenous tourism. Recent research from Destination Canada shows that more than 60% of travellers actively seek Indigenous-led experiences, reflecting a broader shift towards travel that prioritises cultural learning, accountability and local economic benefit.
According to Keith Henry, CEO and President of ITAC, interest in Indigenous tourism is growing faster than the sector’s capacity in some areas. “Demand is higher than ever, yet Indigenous‑led businesses continue to navigate challenges around limited funding and infrastructure. Partnerships like this create tangible opportunities and ensure communities gain direct economic and cultural benefits,” he said.
ITAC has described the collaboration as a practical mechanism of its broader strategy to position Canada as a global leader in Indigenous tourism by 2030 — an ambition aligned with sector goals to increase contribution to GDP and create tens of thousands of jobs over the next decade. ITAC’s own operational plan includes expanded marketing efforts and events such as the 2026 International Indigenous Tourism Conference, aimed at strengthening the industry’s global footprint.
