Calgary, Alberta (January 23, 2025) – Indigenous Tourism Alberta and Tourism Calgary are formalizing their relationship with the signing of a Memorandum of Understanding (MOU). The agreement emphasizes the importance of growing Indigenous tourism in the Calgary region while advancing reconciliation amongst and with Indigenous businesses, people and communities.

Demand for Indigenous experiences continues to increase, especially amongst international and convention visitors, as well as younger travellers interested in learning more about Indigenous ways of life and cultures. Indigenous tourism is anticipated to grow to an annual contribution to $143.3M in GDP to Alberta by 2026.

Under the new agreement, Tourism Calgary, with funding support from the Calgary Hotel Association (CHA), is committing $1M over four years to Indigenous Tourism Alberta to further develop and promote Indigenous experiences and businesses.

The partnership will help support economic reconciliation through the development and growth of existing Indigenous businesses while encouraging the establishment of new Indigenous businesses in the region. 

“Visitors come to Calgary to experience its beautiful landscapes and vibrant, diverse culture. Through Indigenous tourism, local Indigenous businesses and entrepreneurs can share their stories, cultures and rich histories with visitors from Alberta and around the world, connecting them more deeply with our destination. 
This agreement speaks to our commitment toward reconciliation as we understand how we can better walk alongside Indigenous partners and communities to share authentic Indigenous experiences with visitors and locals.” 
- Alisha Reynolds, President & CEO of Tourism Calgary.

“The signing of the Memorandum of Understanding between Indigenous Tourism Alberta and Tourism Calgary marks a transformative partnership that paves the way for significant tourism opportunities. By uniting our efforts, we empower Indigenous entrepreneurs to thrive, fostering cultural resilience and economic growth that honours our shared heritage and looks towards a strong future.” 
- Brenda Holder, Owner of Mahikan Trails and Indigenous Tourism Alberta 
Board Chair and Acting CEO

The agreement focuses on creating more intentional collaboration to generate opportunities for Indigenous tourism. Included in the agreement is an emphasis on enhancing Indigenous tourism in the destination’s storytelling and marketing efforts, as well as a dedicated resources for Indigenous partners in the region to expand economic opportunities through authentic product and experience development.

As part of this enhanced relationship, Tourism Calgary will cover membership dues for businesses in Treaty 7 and Métis Districts 1 through 6 who wish to access member benefits from Indigenous Tourism Alberta. There are many systemic and historic challenges that exist for Indigenous entrepreneurs and this partnership is an important step in economic reconciliation and overcoming barriers.
 

Quick Facts:

•  In 2024, Indigenous tourism contributed $133.2M in GDP to the tourism economy in Alberta. The annual contribution is expected to grow to $143.3M by 2026.
• Demand for Indigenous tourism continues to rise:
  o    One in two Albertans want to learn more about Indigenous cultures and are open to Indigenous tourism. 
  o    One in three international visitors are seeking an authentic Indigenous experience. 
  o    Two in three meetings & conventions and sports & major events coming to Calgary are interested in incorporating authentic Indigenous experiences into their initiatives. 
• Indigenous tourism supports the livelihoods of Indigenous entrepreneurs, the revitalization of Indigenous culture and language, and offers reconciliation opportunities to non-Indigenous travelers.
• In 2024, almost 3,900 jobs were created in Indigenous tourism throughout Alberta.
• Alberta is the only province with MOUs between indigenous tourism, the province and destination marketing organizations, such as Tourism Calgary. This strength has been pivotal to sharing Calgary’s stories and land through our rich culture, while opening the door to new opportunities for collaboration and innovation in offering more experiences to visitors.

Indigenous Tourism Alberta

Indigenous Tourism Alberta (ITA) is a non-profit organization devoted to help grow and promote authentic, sustainable and culturally rich Indigenous tourism experiences we want to share with the world.

Tourism Calgary is the destination management organization that enthusiastically shares and promotes the story of our friendly Blue Sky City to those near and far. We acknowledge that we are located on the ancestral and traditional territories of the Blackfoot Confederacy, made up of the Siksika, Piikani, and Kainai First Nations; the Îethka Nakoda Wîcastabi First Nations, comprised of the Chiniki, Bearspaw, and Goodstoney First Nations; and the Tsuut’ina First Nation. The city of Calgary is also homeland to the historic Northwest Métis and to the Otipemisiwak Métis Government, Métis Nation Battle River Territory (including Nose Hill Métis District 5 and Elbow Métis District 6). We acknowledge all Indigenous people who have made Calgary their home.

High resolution images and video can be accessed here. For media inquiries, please contact:

Valerie Ball
Tourism Calgary
valerieb@tourismcalgary.com
403.614.2032