On November 16, 2022, the Indigenous Tourism Association of Canada (ITAC) teamed up with Indigenous Tourism BC (ITBC), Indigenous Tourism Alberta (ITA), Indigenous Tourism Quebec (ITQ), Destination Canada and UK-based tour operator, Audley Travel to showcase Indigenous tourism experiences from across the country to Audley Travel’s clientele at the Wolfson Room and Gallery in London, UK.
This was the first-ever event hosted by Audley Travel highlighting Indigenous tourism, which is a significant development for the UK-based tour operator named the largest operator of its kind in this market by the Financial Times. The event showcased the richness and diversity of Indigenous tourism experiences from coast to coast to coast bringing a spectacular evening of Indigenous culture, culinary, knowledge sharing and storytelling to the nearly 200 guests in attendance, including 150 Audley Travel clients, representatives from ITAC, ITBC, ITA, ITQ, media and other invited guests.
“ITAC is committed to working alongside our Provincial and Territorial Indigenous Tourism Partners from coast to coast to coast,” says Keith Henry President and CEO of ITAC. “It has been tremendous seeing the overwhelming interest and support from the UK market and in particular our partners at Audley Travel Network to include Indigenous travel experiences. Working together, we will build the Indigenous tourism sector in Canada back in a good way. This is a strong action towards the path of reconciliation.”
Specializing in tailor-made vacations and private tours, Audley Travel already sells some Indigenous experiences in Canada but is looking to expand its offerings. To provide a breadth of understanding and appreciation of Indigenous experiences throughout the country, a number of Indigenous tourism businesses were in attendance at the event including:
- Klahoose Wilderness Resort;
- Sea Wolf Adventures;
- Coastal Rainforest Safaris;
- Borealis Beading, artisan Melanie Gamache;
Warrior Women, storyteller Matricia Bauer.
"It is a pleasure and a reward to work with our Canadian tourism partners and other partners focused on sustainability and social responsibility, like Audley Travel," says Brenda Baptiste, ITBC Chair. "The level of interest at Audley's first-ever Indigenous-led client event lets us know that global travellers are seeking and choosing to add Indigenous experiences to their tailor-made trips. We thank Audley Travel Network for helping us share Indigenous experiences, stories, and values with their clients in the UK."
“We are delighted to have been able to partner with Destination Canada and ITAC to host the first consumer event of this kind in the UK,” says Daniel Robb, Chief Marketing Officer of Audley Travel. “Our clients appreciate authentic experiences in the destinations they visit, and this event has been a great way to showcase Indigenous products available for them to book in Canada with Audley.”
“We love working with Audley Travel to showcase the legendary experiences Canada can offer their clientele,” says Marsha Walden, President and Chief Executive Officer, Destination Canada. “They are the perfect partners to engage worldly travelers who have genuine curiosity, an appreciation for nature and culture, and a desire to get to know the communities they visit. This first-ever event was a superb collaboration with our Indigenous tourism partners from all corners of Canada.”
About the Indigenous Tourism Association of Canada
The Indigenous Tourism Association of Canada (ITAC) is a national non-profit Indigenous tourism industry organization established in 2015. ITAC is the lead organization tasked with growing and promoting the Indigenous tourism industry across the country. Inspired by a vision for a thriving Indigenous tourism economy sharing authentic, memorable and enriching experiences, ITAC develops relationships with groups and regions with similar mandates to enable collective support, product development, promotion and marketing of authentic Indigenous tourism businesses in a respectful protocol.
About Indigenous Tourism BC
A non-profit, Stakeholder-based organization, Indigenous Tourism BC is committed to growing and promoting a sustainable, culturally rich Indigenous tourism industry. Through training, information resources, networking opportunities and marketing programs, Indigenous Tourism BC is an important resource for Indigenous entrepreneurs and communities in British Columbia who are operating or looking to start a tourism business.
Indigenous Tourism BC works closely with industry, business, education and government organizations to support Indigenous tourism businesses and communities in BC in the development and promotion of quality tourism experiences.
About Destination Canada:
At Destination Canada, we believe that tourism enhances the wealth and wellbeing of Canadians and enriches the lives of visitors. Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad.
Knowing that diversity is our greatest asset, we promote Canada as a premier four-season leisure and business tourism destination around the country and world in Australia, Canada, China, France, Germany, Japan, Mexico, United Kingdom and the United States. In addition, our Business Events team leverage in-depth global market analysis to target international clusters aligned with Canada's priority economic sectors.
Destination Canada is a Crown corporation wholly owned by the Government of Canada
For more information visit: www.destinationcanada.com
For Destination Canada media requests please contact: mediarelations@DestinationCanada.com