Intrepid Travel has announced a major five-year investment to expand Indigenous-led tourism experiences across Canada. The partnership with ITAC aims to reshape how travellers engage with Indigenous cultures nationwide.
Canada’s Indigenous tourism sector is set for a significant boost following a landmark agreement between Intrepid Travel and the Indigenous Tourism Association of Canada (ITAC). Announced in Victoria, British Columbia, the partnership commits CA$500,000 over five years to support the development, promotion, and long-term sustainability of Indigenous-led tourism experiences across the country.
The agreement arrives at a moment when travellers' interest in authentic, community-driven experiences continues to rise. According to Destination Canada, more than 60 percent of highly engaged travellers are actively seeking Indigenous-led experiences, signalling both an opportunity and a responsibility for the tourism industry to respond in meaningful ways.
Building Indigenous experiences into Canada’s travel landscape
At the core of the partnership is a clear and ambitious goal. By the end of 2026, 75 percent of Intrepid’s Canadian itineraries will include at least one Indigenous experience, with a longer-term commitment to reach full inclusion across all tours. These experiences will be drawn from ITAC’s network of accredited Indigenous tourism operators, ensuring that offerings remain authentic, culturally grounded, and community-benefiting.
For travellers, this means deeper engagement with Indigenous histories, perspectives, and contemporary life. For communities, it creates structured pathways to economic opportunity, visibility, and long-term growth within Canada’s tourism ecosystem.
Christian Wolters, President of Canada at Intrepid Travel, summed up the vision succinctly, stating that every traveller exploring Canada with Intrepid should leave with a deeper understanding of Indigenous culture and lived experience.
Why the timing matters
The announcement was made during IMPACT, North America’s leading conference on sustainability and innovation in tourism, held on the traditional territories of the Lekwungen-speaking peoples of the Songhees and Xʷsepsəm Nations, and the W̱SÁNEĆ peoples. The setting underscored the partnership's broader context, positioning Indigenous tourism as a central pillar of responsible, future-focused travel.
Keith Henry, President and CEO of ITAC, highlighted a persistent challenge facing Indigenous tourism operators. While demand continues to grow, many businesses still face barriers related to funding, infrastructure, and market access. Strategic partnerships of this scale, he noted, help ensure that Indigenous communities gain direct cultural and economic benefits while advancing ITAC’s goal of positioning Canada as a global leader in Indigenous tourism by 2030.
How the investment will be used
The partnership is structured around two complementary pillars: development and promotion. Over the next five years, Intrepid Travel will make annual investments designed to support both capacity-building and market visibility.
Before outlining the specific commitments, it is important to understand that this funding is intended to support long-term viability rather than short-term exposure. The focus remains on strengthening Indigenous-led tourism businesses while ensuring experiences are presented to travellers in ways that respect community values and storytelling traditions.
Key elements of the investment include:
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Annual contributions to development: Intrepid will invest $50,000 annually in the Indigenous Tourism of Canada Destination Fund. This funding supports the creation and expansion of Indigenous-led tourism businesses and community-driven experiences across the country.
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Dedicated promotional support: A minimum of $50,000 per year will be allocated to marketing Indigenous tourism experiences through media trips, advertising, influencer collaborations, and other channels. All promotional activity will be developed in consultation with ITAC to ensure accurate representation and long-term impact.
Together, these initiatives aim to move beyond symbolic inclusion and toward structural support that benefits communities over time.
A broader expansion of responsible travel in Canada
This partnership forms part of Intrepid Travel’s wider expansion strategy in Canada. In 2026, the company plans to open a new operational hub in Squamish, British Columbia, increasing local hiring and broadening the range of Canadian travel experiences available to international and domestic travellers alike.
Globally, Intrepid has built its reputation around small-group adventures that prioritize community connection and cultural exchange. As a certified B-Corp, the company has long positioned responsible travel as a core business principle rather than a marketing add-on. By 2026, Intrepid will offer more than 100 experiences with Indigenous communities worldwide, reinforcing a long-standing commitment to community-led tourism.
A step toward lasting impact
This agreement between Intrepid Travel and ITAC reflects a shift in how large tourism operators engage with Indigenous communities. Rather than focusing solely on inclusion within itineraries, the partnership centres development, promotion, and shared accountability. It recognizes that meaningful cultural exchange begins with Indigenous leadership and sustained investment.
For travellers, the impact will be felt through richer, more grounded journeys that offer insight into the cultures shaping Canada today. For Indigenous communities, the partnership represents a tangible pathway toward economic opportunity, cultural preservation, and greater control over how their stories are shared with the world.
As Canada’s tourism sector continues to evolve, collaborations like this one signal a more intentional and respectful approach to travel. One where exploration supports communities, deepens understanding, and leaves a positive legacy long after the journey ends.
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