Landmark five-year agreement with ITAC aims to expand Indigenous-led experiences nationwide
Intrepid Travel has signed a landmark agreement with the Indigenous Tourism Association of Canada (ITAC), committing CA$500,000 over five years to strengthen and promote Indigenous tourism across the country.
The Indigenous tourism partnership Canada initiative will focus on expanding Indigenous-led travel experiences, co-developing community-driven products and embedding Indigenous perspectives across Intrepid’s Canadian itineraries.
Expanding Indigenous Experiences Across Canada
Under the agreement:
- By the end of 2026, 75% of Intrepid’s Canadian tours will include at least one Indigenous-led experience
- The long-term goal is 100% inclusion across all Canadian itineraries
- Experiences will be sourced through ITAC’s network of accredited Indigenous tourism operators
Each offering is designed to ensure authenticity, cultural integrity and direct economic benefit for host communities.
Christian Wolters, President of Canada at Intrepid Travel, stated that the objective is for every traveler visiting Canada with Intrepid to gain a deeper understanding of Indigenous culture.
Addressing Rising Demand for Indigenous Tourism
The announcement was made at IMPACT, North America’s leading sustainability and tourism innovation conference, held in Victoria, British Columbia, on the traditional territory of the Lekwungen-speaking peoples of the Songhees Nation and Xʷsepsəm Nation, and the W̱SÁNEĆ peoples.
According to Destination Canada’s 2024 Traveller Segmentation Program, more than 60% of highly engaged travelers are actively seeking Indigenous-led experiences.
Keith Henry, CEO and President of ITAC, emphasized that while demand is increasing, Indigenous tourism businesses continue to face infrastructure and funding challenges — making long-term partnerships critical for sustainable growth.
Investment in Development and Promotion
The Indigenous tourism partnership Canada agreement is structured around two pillars:
1. Development Funding
- CA$50,000 annually will be invested in the Indigenous Tourism Destination Fund
- Funds will support business development and community-driven tourism initiatives
2. Promotion and Visibility
- A minimum of CA$50,000 annually allocated to marketing initiatives
- Media trips, advertising and influencer campaigns conducted in consultation with ITAC
This dual approach ensures both product growth and sustained market visibility.
Broader Expansion Plans in Canada
The partnership aligns with Intrepid Travel’s wider growth strategy in Canada. In 2026, the company plans to open a new operational hub in Squamish, British Columbia, supporting local hiring and expanding Canadian travel offerings.
Globally, Intrepid — a certified B-Corp — will offer more than 100 Indigenous community experiences in 2026, reinforcing its commitment to responsible, community-led tourism.
Long-Term Vision for Indigenous Tourism Leadership
ITAC’s long-term objective is for Canada to become a global leader in Indigenous tourism by 2030. The Indigenous tourism partnership Canada agreement positions Intrepid Travel as a strategic private-sector partner in advancing that vision.
By integrating Indigenous voices directly into travel product design and promotion, the collaboration aims to create sustainable economic opportunity while fostering meaningful cultural exchange for travelers worldwide.
