Indigenous Tourism Alberta (ITA) and Travel Alberta have unveiled details of a renewed four-year partnership, marking a bold next chapter for Indigenous tourism in Alberta.
The partnership represents an $8.2 million investment in Indigenous tourism over the next four years – the largest of its kind in Canada – and it will support ITA’s new four-year strategic plan and help more than 200 Indigenous-owned tourism businesses across Alberta grow, strengthen their visitor experiences, and meet rising international demand for authentic Indigenous tourism.
Chelsey Quirk, Chief Executive Officer of ITA, said that the renewed partnership reflects the growing global demand for authentic Indigenous tourism experiences and represents economic reconciliation in action.
The first year of the agreement, 2026 to 2027, includes $2.2 million in direct and in-kind support, followed by $2 million annually through 2030. The investment will support ITA’s work with Indigenous entrepreneurs, grassroots business development, and industry partnerships, while providing long-term stability to accelerate the growth of Indigenous-led experiences across the province.
Quirk observed that: “This is a meaningful moment for Indigenous tourism in Alberta, and the result of an authentic partnership that has grown and deepened over the years. The future of tourism in Alberta is one where Indigenous stories and experiences are integrated into the very identity of the province.”
ITA’s CEO continued: “This commitment from Travel Alberta ensures Indigenous entrepreneurs have the bridge they need to meet the growing global demand and continue building a stronger, Indigenous-led visitor economy.”
Indigenous tourism is a pillar of Alberta’s tourism strategy and a defining part of what sets the province apart on the world stage. As global travellers increasingly seek meaningful, culturally rich experiences, Alberta is well-positioned to lead with experiences rooted in Indigenous knowledge, culture, connection, and place.
And this investment strengthens Alberta’s ability to compete globally by advancing one of the province’s most distinctive and meaningful tourism offerings. By supporting the expansion and development of Indigenous-led experiences, the partnership enhances Alberta’s tourism mix and supports economic opportunities for communities and businesses across the province.
David Goldstein, President and Chief Executive Officer, Travel Alberta, said: “Indigenous-led tourism is at the heart of what makes Alberta a truly exceptional destination. The depth, authenticity, and connection these experiences offer are unlike anything else in the world.”
Goldstein continued: “We are incredibly proud to partner with Indigenous Tourism Alberta to support the continued growth of this sector, ensuring it remains Indigenous-led, thrives in communities across the province, and continues to inspire visitors from around the globe. We are committed to this partnership and to supporting Indigenous-led growth for years to come.”
The impact of Indigenous tourism in Alberta is no longer emerging, it is an economic and cultural powerhouse with significant growth potential.
Key projections for the sector by 2026 include:
- $293 Million in projected annual revenue.
- 4,025+ Jobs supported across the province.
- $635.3 Million in total GDP impact.
The Indigenous tourism sector in Alberta is now second in Canada for economic impact on GDP and revenue, trailing only Ontario and ahead of British Columbia, according to Signal 49 Research.
