The Indigenous Tourism Association of Canada (ITAC) has announced the appointment of its 2025 executive board, following a meeting held on February 24, 2025, in Montreal. With a renewed leadership team, ITAC is set to advance its mission of promoting authentic Indigenous tourism experiences while fostering strong partnerships across Canada.

The newly appointed 2025 ITAC Board Executive includes:

Chair: Marilyn Jensen (Yukon)
Vice Chair: Brenda Holder (Alberta)
Treasurer: Marie-Pierre Laine (Quebec)
Secretary: Jason W. Johnston (Ontario)
ITAC expressed its gratitude to Kelly Fiddler (Saskatchewan) for his three years of exemplary service as Treasurer. His leadership played a key role in the growth and success of Indigenous tourism across Canada.

ITAC’s Role in Advancing Indigenous Tourism
ITAC serves as a national organization dedicated to the development, support, and promotion of Indigenous tourism businesses and experiences. Working closely with provincial and territorial Indigenous tourism associations, government agencies, and industry leaders, ITAC helps shape policies and marketing strategies that enhance the visibility and sustainability of Indigenous tourism.

The association’s initiatives align with the Government of Canada’s Indigenous Tourism Strategy, which emphasizes economic reconciliation and the creation of sustainable tourism opportunities for Indigenous communities. According to Destination Canada, Indigenous tourism contributes significantly to the Canadian tourism sector, supporting jobs, cultural preservation, and community development.

Growing Demand for Authentic Indigenous Experiences
With increasing global interest in cultural and experiential travel, Indigenous tourism in Canada has seen strong demand and growth. According to Statistics Canada, travelers are seeking authentic Indigenous-led experiences, including:

Cultural heritage tours
Traditional food and culinary experiences
Outdoor adventures and eco-tourism
Indigenous art and storytelling
ITAC’s leadership team will focus on expanding economic opportunities for Indigenous-owned tourism businesses, ensuring they thrive in a competitive global market.

Strengthening Partnerships and Marketing Initiatives
One of ITAC’s key priorities is to build partnerships between government departments, tourism organizations, and Indigenous businesses. Federal initiatives, such as the Indigenous Tourism Fund and Canada’s Federal Tourism Growth Strategy, support ITAC’s efforts to provide funding, training, and marketing resources to Indigenous tourism operators.

Additionally, ITAC collaborates with Destination Canada and Parks Canada to promote Indigenous tourism experiences both domestically and internationally, showcasing the rich cultural diversity and traditions of Indigenous communities.

Looking Ahead: The Future of Indigenous Tourism in Canada
Under its new executive leadership, ITAC aims to continue driving sustainable tourism growth while ensuring that Indigenous tourism remains a cornerstone of Canada’s national tourism industry. With ongoing investments and strategic initiatives, ITAC is well-positioned to empower Indigenous communities and enhance visitor experiences, reinforcing Canada’s reputation as a leader in Indigenous tourism worldwide.

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