toward a mÉtis tourism strategy environment scan and ...©tis-tourism.… · métis tourism sector...

TOWARDAMÉTISTOURISMSTRATEGYEnvironmentScanandRecommendations

ProducedfortheMétisNationalCouncilJanuary2019

PaulHanleyConsulting

MétisTourismStrategy 2


CONTENTS1.0 EXECUTIVESUMMARY 4

2.0 THEGLOBALANDCANADIANTOURISTINDUSTRIES 7

3.0 TOURISM:INDUSTRYSEGMENTSANDTRENDS 20

4.0 INDIGENOUSTOURISM 26

5.0 CANADA’SINDIGENOUSTOURISMSECTOR:ECONOMICIMPACTS 34

6.0 UNDERSTANDINGTHEINTERNATIONALMARKETOPPORTUNITYFORINDIGENOUSTOURISMINCANADA 44

7.0 INDIGENOUSTOURISMBYPROVINCE 49

8.0 INVENTORYOFMÉTISNATIONTOURISMPRODUCTS 54

9.0 FRAMEWORKFORAMÉTISTOURISMSTRATEGY 67

SOURCES 76

APPENDIX1:METISNATION150 77


1.0 EXECUTIVESUMMARYThispaperreviewstrendsandforecastsintheglobaltourismindustrytoidentifywaysinwhichtheMétisNationcansupportthedevelopmentofarobustdistinctions-basedMétistourismsectorandMétisbusinessescantakeadvantageofemergingmarketopportunities.Thepaperhastwocomponents:

1. Anenvironmentscanofglobal,national,andprovincialtourismmarkets.

2. Aproposalforathree-partstrategytoaccelerateMétistourismdevelopment.1.EnvironmentScanInformationiscompiledfrommultipleinternationalandnationalreportstoestablishacontextinwhichtoconsidertheexpansionandfurtherdevelopmentoftheMétistourismsector.Tourismhasbecomeoneofthelargestindustriesandbiggestemployersthroughouttheworld,andisgrowingatasteadyrate.Ofparticularinterestisthegrowthinculturalandhistoricsegmentsoftheindustry,andwiththatanexpandinginterestinIndigenoustourism.Indigenoustourismpresentssubstantialeconomicopportunities,butisnotwithoutitsdrawbacks.ItmustbeapproachedcarefullytopreventfurtherculturalandecologicalerosionforIndigenouspeoplesandtheirlands.ThepaperincludedareviewofIndigenoustourismprinciplesandguidelines.ThecurrentandpotentialeconomicimpactsofCanada’sIndigenoustourismsectorarediscussed,alongwithcommonissuesandchallenges.InformationisprovidedonpromisingoverseasanddomesticmarketsforIndigenoustourisminCanada.OpportunitiesprovidedbyparticipationinnationalandinternationalIndigenoustourismorganizationsandinitiativesareconsidered.2.StrategyforMétisTourismThepaperconsidersthepotentialtodevelopandexpandadistinctMétistouristindustryandprovidesaninventoryofexistingMétistourismproducts.Basedontheenvironmentscan,threekeyelementsforaMétisTourismstrategyemerge:

1. PromotingThreeTourismClustersalong“TheMétisTrail”

2. DevelopingaCoordinatedMarketingStrategy

3. EncouragingProductDevelopment


1. PromoteThreeTourismClustersalongtheMétisTrail

TheproductinventoryshowsthatthreeMétistourismclustersalreadyexist,inandaroundSt.BonifaceinManitoba,BatocheinSaskatchewan,andtheMétisCrossinginAlberta.Eachoftheselocationshasmultipleattractionsthatformahubforfurtherdevelopment.Theycanalsobe“packaged”withotherIndigenousandnon-Indigenoustouristamenitiestocreatearobusttouristexperience.Itisfurtherrecommendedthatthethreeclustersbemarketedtogetherascomponentsof“TheMétisTrail.”Theconceptisillustratedinthefollowinggraphic.

LouisRielTrail

BatocheNational

HistoricSiteBacktoBatoche

DuckLakeMurals

InterpetiveCentre

ReginaTrialofLouisRiel

FortCarltonHistoricPark

PrinceAlbertNationalPark

NesbitForest

JohnArcandFiddleFestival

SaskatoonMarrResidenceWanuskewinRemaiModern

RCMPHeritagecentre

FortBattlefordNational

HistoricSite

St.LaurentdeGrandin

HistoricNorthern

MétisTowns

St.BonifaceCathedral

RielHouseandGravesite

HistoricalSociety

Cathedra

VoyageurFestival

St.BonifaceMuseum

UpperFortGarry

St.Norbert

TheForks

CanadianHumanRights

Museum

SevenOaks

ProposedMétis

NationalHeritageCentre

LowerFortGarry

TheMétisTrailSaskatchewanBatocheCluster

MétisCrossingCulturalGatheringCentre

Cathedra

FortEdmonton

Park

NaturePreserve

VictoriaTrail

ElkIslandNationalPark

Jamboree

MétisCrossingVoyage

AboriginalDayCelebrations

KalynaCountryMuseum

VictoriaSettlementHistoricSite

LacLaBicheMission

TheMétisTrailAlbertaMétisCrossingCluster

TheMétisTrailManitobaSt.BonifaceCluster

TheMétisTrail


2. DevelopaCoordinatedMarketingStrategy

ItisrecommendedthattheMétisNationalCouncilanditsgoverningmembersandtheiragenciescollaboratewithnational,provincialandlocalpartners—bothIndigenousandnon-Indigenous—todevelopamutuallybeneficialapproachtomarketingtheMétisTrailandMétistourismclustersandnearbyamenities,bothdomesticallyandinternationally.Thiswillinvolvethecreationofdigitalandprintmarketingmaterials,andholdingconferences,workshops,andtrademissions.

3. EncourageProductDevelopment

AlthoughthreesignificanttourismclustersalreadyexistintheMétishomeland,itwillbeimportanttoaddadditionalventuresofvariouskindstobuild“criticalmass”andtocreateadditionalbusinessandemploymentopportunitiesforMétispeople.ThiswillinvolveeffortsbyMétisgovernmentstoincreaseaccesstocapitalforMétisentrepreneursinthetouristindustry.OpportunitiesalsoexistforMétiscitizenstobecomeinvolvedinlow-costinitiativesforprovidingaccommodation,transportation,anddiningvia“sharingeconomy”platforms.Further,theengagementofMétisartistsandartisansinthestrategycanbothenhancethetouristexperienceandcreatelargermarketsforMetisartists.

Currently,theMétis-relatedtourismsectorsarenotsufficientlydevelopedinOntarioandBritishColumbiatowarrantsimilarinitiativesinthoseprovinces.However,itisthoughtthatlearningfromtheMétisTrailandclusterapproachcaninformthedevelopmentoftheMétistourismmarketinthoseprovinces.


2.0 THEGLOBALANDCANADIANTOURISTINDUSTRIESGLOBALTOURISMDevelopingthepotentialofadistinctMétistourismindustryshouldbeconsideredinthecontextoftheglobaltourismindustry,oneoftheworld’sfastestgrowingeconomicsectors.Tourismcontinuestoexpandanddiversifyinthe21stcentury.AccordingtotheUnitedNationsWorldTourismOrganization(UNWTO),thebusinessvolumeoftourismnowequalsorevensurpassesthatofoilexports,foodproducts,orautomobiles.Tourismhasbecomeoneofthemajorplayersininternationalcommerceandisalsooneofthemainincomesourcesformanydevelopingcountries.ItisalsoanemergingindustryforvariousIndigenouspeoples.Since2000,tourismhasbeengrowingapproximatelythreetofourtimesfasterthanpopulationandabout1.5timesfasterthanglobalGDP,atrendexpectedtocontinueintothemid-2020s.In2017,thetravelandtourismsectorposteda4.6%growthrate,exceedingtheglobalGDPgrowthrateof3.7%.ThesectorhasoutpacedglobalGDPgrowthfortheseventhsuccessiveyear,evenastheworldobservedthestrongestGDPgrowthinadecade.RecentUNWTOstatisticsonthesizeofthetourismindustryareasfollows:

• In2017,internationaltourismgeneratedUS$1.6trillioninexportearnings

• Internationaltouristarrivalsgrewby7%in2017to1.3billion

• Growthininternationaltouristarrivalsofbetween4%and5%wereforecastfor2018.

• By2030,UNWTOforecastsinternationaltouristarrivalstoreach1.8billion.

Moderntourismiscloselylinkedtodevelopmentandencompassesagrowingnumberofnewdestinations.Thisgrowthgoeshandinhandwithanincreasingdiversificationandcompetitionamongdestinations.Thesedynamicsmaketourismakeydriverforsocio-economicprogress.However,whatmaybeseenas“progress”alsocomeswithculturalandenvironmentalrisks.

Source:WorldTravelandTourism

Council(WTTC)


Theglobalspreadoftourisminindustrialisedanddevelopedstatesproduceseconomicandemploymentbenefitsinmanyrelatedsectors,fromconstructiontoagriculturetotelecommunications.Thecontributionoftourismtoeconomicwellbeingdependsonthequalityandtherevenuesthattourismoffers.Indigenouspeoplestandtobenefitfromthegrowthoftourism,butalsofaceuniqueriskstothesustainabilityoftheircultureandwayoflifeandtheintegrityoftheirlands.Tourismcanbeanengineforeconomic,sustainable,andinclusivegrowth,accordingtotheOrganizationforEconomicCooperationandDevelopment(OECD).Tourismplaysakeyroleinglobaleconomicactivity,jobcreation,exportrevenue,anddomesticvalueadded,anddirectlycontributesonaverage,intheOECDarea,4.1%ofGDP,5.9%ofemployment,and21.3%ofserviceexports.TheOECDcontendsthattourism,whenbuiltuponbroadstakeholderengagementandsustainabledevelopmentprinciples,cancontributetomoreinclusivegrowththroughtheprovisionofemploymentandeconomicdevelopmentopportunitiesinbothurbanandruralareas,andpromotesocialintegration.Tourismcanalsoraiseawarenessofculturalandenvironmentalvalues,andhelpfinancetheprotectionandmanagementofprotectedareas,andthepreservationofbiologicaldiversity.Inrecognitionoftourism’spotentialtoadvancetheuniversal2030AgendaforSustainableDevelopment,2017wasdeclaredInternationalYearofSustainableTourismforDevelopment.THECANADIANTOURISMMARKETMétistourismwilldevelopwithinthecontextoftheCanadiantourismindustry,whichisalsoexperiencinggrowth.Overthefive-yearperiodfrom2011to2016,internationalarrivalstoCanadagrewby25%,from16millionvisitorsperyearin2011toalmost20millionin2016.Tourismspendingalsoincreasedatapproximately2%peryearoverthesamefive-yearperiod,settinganewhighfortourismspendinginCanada.Tourism’sdirectcontributiontoCanada’sGDPwas$38.8billionin2016,anincreaseof5.1%over2015,accordingtotheOECD.Overall,tourismcontinuestorepresentapproximately2%ofCanada’sGDP.Onein10jobs(1.8million)wereassociatedwithtourismindustriesin2015,with721,600jobsdirectlysupportedbytourismin2016.

Source:WorldTravelandTourism

Council(WTTC)


Everyday,morethan57,000internationalovernightvisitorsstreamintoCanada.AccordingtoarecentstudybyMcKinsey&Company,tourismisoneofthenation’slargesteconomicsectors,generatingtotaldirectandindirectrevenuesintheorderof$98billionannually.Thesectorcontributedanestimated$27billionintaxrevenuesacrossalllevelsofgovernmentin2017.ItisalsooneofCanada’smostgeographicallydiversifiedsectors,withasignificantpresenceinallofCanada’sprovincesandterritories.ThesourcesoftourismtoCanadahavediversified:whileCanadasaw81%ofitsinternationaltouristscomingfromtheUnitedStatesatitspreviouspeakin2002,thisdroppedto69%in2017.TouristsfromEuropeandAsianowrepresentover25%ofovernightarrivalstoCanada,whileover50%oftotalinternationaltourismspendinginCanadanowcomesfromcountriesbeyondtheUnitedStates.TourismisarichsourceofjobsforCanadians,literallyfromcoasttocoasttocoast.Manyjobsinthesectorareskill-intensive,high-payingjobs,includingmanagementrolesathotelsandairlines,dataanalysts,organizationaltravelmanagers,andmeetingandeventplanners.Thesejobsexistacrossarangeofindustriessuchasfoodandbeverageservices,accommodation,transportation,recreation,entertainment,andtravelservices.Mosttourismjobsarealsoresistanttoautomation,requiringahighdegreeofhumaninvolvementfortheforeseeablefuture.Inaddition,thesectoroffersampleentry-levelopportunitiesforyoungpeoplelookingtostarttheircareers.Tourismalsoofferssignificantentrepreneurialopportunities.Smallandmedium-sizedenterprisesmakeup99%ofthecompaniesinCanada’stourismsector.Therearefurtheropportunitiestogrowtourismbusinessesinmanycommunitiesacrossthecountry,includingruralareas,consideringthattherearerelativelyfewbarrierstoentry.TourismisaparticularlynoteworthyopportunityforIndigenous-ownedenterprises,asinternationaltravellersareseekingauthentic,uniquetourismproductstiedtothelandanditsdiversepeoples.Tourism,includingconferencesandevents,alsohelpsstimulatetradebetweencountriesasitenablesface-to-facemeetingsthatarecrucialtoovercominglinguisticandculturalbarriers.Throughtourism,businesspeopledeveloptheconnectionsandtrustnecessaryfortraderelationships.Tourismcanalsobuildfamiliaritywithacountry’sproductsandhelpboostforeigndemandforthesegoods.Whileitmayseemcounterintuitivetothinkoftourismasanexport,tourismisCanada’slargestserviceexport,worth$21.3billionin2017,andmakingup19%oftotalserviceexportrevenues.InCanada,thereisaclearpositiverelationshipbetweeninternationalarrivalsandexportsinthesubsequentyear:a1%increaseinarrivalstoCanadaleadstogrowthinCanadianexportsby$817millionoverthefollowingtwoyears,aswellasanincreaseintherangeofgoodsandservicesexported.


Tourismcanhavenon-financialbenefitsforCanada.Itsupportsculturalpreservation,forheritagesitesorforIndigenouscommunities.Canadahasthebrandandreputationthatmakeitatopdestination.LonelyPlanetnamedCanadaitsnumberonecountryin2017;NationalGeographicTravellermagazineput“CoolCanada”onthecoverofits“21must-seeplacesfor2017”edition;andTravel+LeisuremagazinenamedCanadaits2017“DestinationoftheYear.”CondéNastTravelerandTheNewYorkTimeshavealsorecentlypublishedglowingpiecesaboutCanada.

However,Canada’stourismsectorisresponsibleforarelativelysmallpercentageofthecountry’stotalexportscomparedtopeercountriesthatalsohavelarge,diversifiedeconomies,includingtheUnitedStates,Australia,theUnitedKingdom,andJapan.OthercountriesareoutperformingCanadainattractingtourists.From2013to2017,globaltouristarrivalsincreased26%,whileCanadiantouristarrivalsincreased36%overthesameperiod.WhileCanadahasmetorexceededglobalgrowthinrecentyears,othercountrieshavedoneevenbetter.Inthatsame2013–2017timeperiod,Japansawaremarkable182%increaseandIcelandsawa203%increaseinarrivals.

WhileglobaltourismgrowthisexpectedtosurpassglobalGDPgrowththroughthemid-2020s,drivenbythenewmiddleclassinemergingmarkets,increasedandcheaperairservices,andincreasedresiliencyoftraveltoshocksliketerroristattacks,thesetrendsareexpectedtotaperoff,witharesultthatglobaltourismwillgrowbyanaverageof2.9%peryearfrom2020to2030.TourismtoNorthAmericaisprojectedtogrowmoreslowly,atastillrespectable1.4%peryearfrom2020to2030.ThesegrowthratessetanabsoluteminimumatwhichthetourismsectorinCanadacouldbeexpectedtogrow.Canada’sdomestictourismrepresented78%oftourismrevenuesin2016.GrowthininternationalarrivalstoCanadahasbeenverystronginrecentyears.In2016,Canadawelcomednearly20millionovernightvisitors,up11.1%on2015,making2016thesecond-bestyearonrecord.

4

U N L O C K I N G T H E P O T E N T I A L O F C A N A D A’ S V I S I T O R E C O N O M Y

Despite recent successes, Canadian tourism still has far more potential

After a lost period between 2003 and 2009 when annual international arrivals to Canada declined from 20 million visitors to less than 16 million, tourism to Canada has recently returned to growth.

Over the five-year period from 2011 to 2016, international arrivals grew by 25%, from 16 million visitors per year in 2011 to almost 20 million in 2016.19 Tourism spending also increased at approximately 2% per year over the same five-year period, setting a new high for tourism spend in Canada.20

In addition, the sources of tourism to Canada have diversified: while Canada saw 81% of its international tourists coming from the United States at its previous peak in 2002, this has dropped to 69% in 2017. Tourists from Europe and Asia now represent over 25% of overnight arrivals to Canada,21 while over 50% of total international tourism spend in Canada now comes from countries beyond the United States.22

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† Sum of business tourism spend and leisure tourism spend as reported by WTTC, this includes travel within a country by residents and inter-national visitors.

Tourism, including conferences and events, also helps stimulate trade between countries as it enables face-to-face meetings that are crucial to overcoming linguistic and cultural barriers. Through tourism, business people develop the connections and trust necessary for trade relationships. Tourism can also build familiarity with a country’s products and help boost foreign demand for these goods—for example, German tourism in Spain has helped stimulate demand for Spanish wines in Germany.

While it may seem counterintuitive to think of tourism as an export, given that the only thing that leaves the country is tourists at the end of their stays, the fact that foreign currency is used to purchase Canadian services makes tourism an export by definition. In fact, tourism is Canada’s largest service export, worth $21.3 billion in 2017,16 and making up 19% of total service export revenues.17

In Canada, there is a clear positive relationship between international arrivals and exports in the subsequent year: a 1% increase in arrivals to Canada leads to growth in Canadian exports by $817 million over the following two years,18 as well as an increase in the range of goods and services exported.

One of the under-appreciated benefits of tourism is that it can function as an economic stabilizer. When sectors of Canada’s domestic economy are down, Canada can still benefit from tourism from other countries whose econ-omies are performing well. The fact that Canada is drawing tourists from an increasingly diverse mix of source countries also enhances this stabilizing effect.

Moreover, tourism can have non-financial benefits for Canada. It supports cultural preservation, including heritage sites and Indigenous communities. It can introduce Canadian ideas to the world, and new ideas to Canada: convention bureaus and local communities that bring international meetings to cities build Canada’s global reputation, promote innovation, and connect top thinkers, innovators and researchers.


ThefollowingtablefromtheUNWTOshowsthatgrowthcontinuedin2017,bothinarrivalsandreceipts.

ThefollowinggraphicfromInnovation,ScienceandEconomicDevelopmentCanadashowscontinuedgrowthoftourisminthefirsthalfof2018.

Canada’slargestinternationalmarketistheUnitedStates,with13.9millionovernightvisitorsin2016,anincreaseof9.7%onthepreviousyear.Canadaalsopostedstronggrowthfromanumberofkeyoverseasmarkets,includingtheUnitedKingdom(up16.5%to833,300);China(up23.6%to610,100);andFrance(up9%to545,800).Amongstcountrieswithasmallershareoftheinboundmarket,SouthKoreaandMexicoexhibitedparticularlystronggrowth(up29.6%and24%respectively).ThefollowingtablesfromtheOECDshowthesizeandgrowthoftheCanadiantourismindustry.Table1showsthesizeofthetourismmarket,innumbersoftourists.Thestatisticsshowthatdomestictourismisasubstantiallylargermarketthaninboundtravelfromforeigncountries.Thetablealsoshowstourismsalesorreceipts.

International Tourist Arrivals and Tourism Receipts by Country of DestinationInternational Tourist Arrivals International Tourism Receipts

Series (1000) Change (%) Share (%) (US$ million) Share(%)

2010 2016 2017* 16/15 17*/16 2017* 2010 2016 2017* 2017*

The Americas 150,432 201,258 210,887 3.7 4.8 100 215,307 313,705 326,162 100

North America 99,520 131,458 137,030 2.8 4.2 65.0 164,831 244,573 252,408 77.4

Canada TF 16,219 19,971 20,798 11.1 4.1 10.0 15,829 18,021 20,328 6.2

Mexico TF 23,290 35,079 39,298 9.3 12.0 18.8 11,992 19,650 21,333 6.5

USA TF 60,010 76,407 76,941 -1.8 0.7 36.5 137,010 206,902 210,747 64.6

Caribbean 19,521 25,235 25,957 4.7 2.9 12.4 23,024 30,036 31,729 9.7

Anguilla TF 62 79 68 8.2 -13.9 0.0 99 130 .. ..

Antigua and Barbuda TF 230 265 247 5.9 -6.7 0.1 298 332 .. ..

Aruba TF 825 1,102 1,071 -10.0 -2.9 0.5 1,251 1,625 1,731 0.5

Bahamas TF 1,370 1,482 .. -0.2 .. .. 2,163 2,591 2,577 0.8

Barbados TF 532 632 664 6.7 5.0 0.3 1,038 1,040 1,082 0.3

Bermuda TF 232 244 270 11.1 10.4 0.1 442 445 513 0.2

Brit. Virgin Islands TF 330 408 335 3.8 -17.9 0.2 389 .. .. ..

Cayman Islands TF 288 385 418 0.0 8.5 0.2 485 686 .. ..

Cuba TF 2,507 3,975 .. 13.4 .. .. 2,187 2,907 .. ..

Curaçao TF 342 441 399 -5.6 -9.6 0.2 385 573 551 0.2

Dominica TF 77 78 79 5.2 1.2 0.0 94 132 .. ..

Dominican Rep. TF 4,125 5,959 6,188 6.4 3.8 3.0 4,162 6,720 7,178 2.2

Grenada TF 110 135 146 -3.8 8.2 0.1 112 149 448 0.1

Guadeloupe TCE 392 580 650 13.3 12.1 0.3 510 .. .. ..

Haiti TF 255 .. .. .. .. .. 383 504 .. ..

Jamaica TF 1,922 2,182 2,353 2.8 7.8 1.1 2,001 2,539 .. ..

Martinique TF 476 519 536 6.6 3.1 0.3 472 365 490 0.2

Montserrat TF 6 9 8 -1.1 -4.4 0.0 6 9 .. ..

Puerto Rico TF 3,186 3,736 3,797 5.5 1.6 1.8 3,211 3,985 4,090 1.3

Saint Lucia TF 306 348 386 0.9 11.0 0.2 309 404 .. ..

St. Kitts and Nevis TF 98 115 114 -0.9 -1.4 0.1 90 141 .. ..

St. Maarten TF 443 528 402 4.5 -23.8 0.2 674 857 630 0.2

St. Vincent and Gren. TF 72 79 76 4.5 -3.5 0.0 86 101 .. ..

Trinidad and Tobago TF 388 409 395 -7.0 -3.5 0.2 450 464 475 0.1

Turks and Caicos TF 281 454 416 17.5 -8.2 0.2 .. 706 .. ..

United States Virgin Islands

TF 572 667 .. 4.0 .. .. 1,223 1,343 .. ..

Central America 7,808 10,663 11,169 4.1 4.7 5.4 6,947 12,225 12,747 3.9

Belize TF 242 386 427 13.0 10.8 0.2 249 391 426 0.1

Costa Rica TF 2,100 2,925 2,960 10.0 1.2 1.4 2,246 3,716 3,876 1.2

El Salvador TF 1,150 1,434 1,556 2.3 8.5 0.7 390 829 873 0.3

Guatemala TF 1,119 1,585 1,660 8.3 4.7 0.8 1,378 1,550 1,566 0.5

Honduras TF 863 908 936 3.1 3.1 0.4 626 693 715 0.2

Nicaragua TF 1,011 1,504 1,787 8.5 18.8 0.9 314 642 841 0.3

Panama TF 1,324 1,921 1,843 -8.9 -4.1 0.9 1,745 4,404 4,452 1.4

South America 23,583 33,902 36,730 6.3 8.3 17.6 20,505 26,871 29,278 9.0

Argentina TF 5,325 6,638 6,705 15.7 1.0 3.2 4,942 4,686 5,060 1.6

Bolivia TF 679 959 .. 8.8 .. .. 379 713 784 0.2

Brazil TF 5,161 6,547 6,589 3.8 0.6 3.2 5,261 6,024 5,809 1.8

Chile TF 2,801 5,641 6,450 26.0 14.3 3.1 1,552 2,665 3,634 1.1

Colombia TF 2,385 3,317 4,027 11.4 21.4 1.9 2,797 4,522 4,821 1.5

Ecuador VF 1,047 1,418 1,608 -8.2 13.4 0.8 781 1,444 1,657 0.5

French Guiana TF 189 .. .. .. .. .. .. .. .. ..

Guyana TF 152 235 247 13.8 5.1 0.1 80 104 .. ..

Paraguay TF 465 1,308 1,537 7.7 17.5 0.7 217 519 603 0.2

Peru TF 2,299 3,744 4,032 8.4 7.7 1.9 2,008 3,501 3,710 1.1

Suriname TF 205 257 278 12.8 8.2 0.1 61 65 46 0.0

Uruguay TF 2,349 3,037 3,674 9.5 21.0 1.8 1,509 2,071 2,540 0.8

Venezuela TF 526 601 .. -23.8 .. .. 831 473 .. ..

Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO September 2018)

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II. OECD COUNTRY PROFILES – CANADA

OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018140

Statistical profile

Table 1. Canada: Domestic, inbound and outbound tourism

1 2 http://dx.doi.org/10.1787/888933639702

.. Not availableSource: OECD Tourism Statistics (Database).

2012 2013 2014 2015 2016TOURISM FLOWS, THOUSAND

Domestic tourismTotal domestic trips .. .. .. .. ..

Overnight visitors (tourists) 108 393 108 925 108 647 109 805 113 053Same-day visitors (excursionists) .. .. .. .. ..

Nights in all types of accommodation 297 302 287 115 292 569 306 212 344 706Hotels and similar establishments .. .. .. .. ..Specialised establishments .. .. .. .. ..Other collective establishments .. .. .. .. ..Private accommodation .. .. .. .. ..

Inbound tourismTotal international arrivals 25 318 25 144 25 557 27 555 30 142

Overnight visitors (tourists) 16 344 16 059 16 537 17 971 19 818Same-day visitors (excursionists) 8 974 9 085 9 020 9 584 10 324

Top marketsUnited States 11 887 11 466 11 508 12 669 13 892United Kingdom 597 609 659 686 805China 273 342 448 483 591France 423 452 465 477 515Germany 277 313 324 325 359

Nights in all types of accommodation .. .. .. .. ..Hotels and similar establishments .. .. .. .. ..Specialised establishments .. .. .. .. ..Other collective establishments .. .. .. .. ..Private accommodation .. .. .. .. ..

Outbound tourismTotal international departures .. .. .. .. ..


Top destinations.. .. .. .. .. .... .. .. .. .. .... .. .. .. .. .... .. .. .. .. .... .. .. .. .. ..

TOURISM RECEIPTS AND EXPENDITURE, MILLION CADInbound tourism

Total international receipts 20 675 21 584 22 978 24 680 27 721International travel receipts 17 388 18 201 19 623 21 157 23 886International passenger transport receipts 3 287 3 383 3 355 3 523 3 835

Outbound tourismTotal international expenditure 42 996 44 320 46 092 46 880 46 505

International travel expenditure 35 030 36 161 38 005 38 525 38 096International passenger transport expenditure 7 966 8 159 8 087 8 355 8 409



Statistical profile

Table 1. Canada: Domestic, inbound and outbound tourism

1 2 http://dx.doi.org/10.1787/888933639702


2012 2013 2014 2015 2016TOURISM FLOWS, THOUSAND

Domestic tourismTotal domestic trips .. .. .. .. ..


Nights in all types of accommodation 297 302 287 115 292 569 306 212 344 706Hotels and similar establishments .. .. .. .. ..Specialised establishments .. .. .. .. ..Other collective establishments .. .. .. .. ..Private accommodation .. .. .. .. ..

Inbound tourismTotal international arrivals 25 318 25 144 25 557 27 555 30 142

Overnight visitors (tourists) 16 344 16 059 16 537 17 971 19 818Same-day visitors (excursionists) 8 974 9 085 9 020 9 584 10 324

Top marketsUnited States 11 887 11 466 11 508 12 669 13 892United Kingdom 597 609 659 686 805China 273 342 448 483 591France 423 452 465 477 515Germany 277 313 324 325 359

Nights in all types of accommodation .. .. .. .. ..Hotels and similar establishments .. .. .. .. ..Specialised establishments .. .. .. .. ..Other collective establishments .. .. .. .. ..Private accommodation .. .. .. .. ..

Outbound tourismTotal international departures .. .. .. .. ..


Top destinations.. .. .. .. .. .... .. .. .. .. .... .. .. .. .. .... .. .. .. .. .... .. .. .. .. ..

TOURISM RECEIPTS AND EXPENDITURE, MILLION CADInbound tourism

Total international receipts 20 675 21 584 22 978 24 680 27 721International travel receipts 17 388 18 201 19 623 21 157 23 886International passenger transport receipts 3 287 3 383 3 355 3 523 3 835

Outbound tourismTotal international expenditure 42 996 44 320 46 092 46 880 46 505

International travel expenditure 35 030 36 161 38 005 38 525 38 096International passenger transport expenditure 7 966 8 159 8 087 8 355 8 409


Table2showsthenumberofbusinessesandemployeesintheCanadiantourismindustry,andthatfoodandbeverageservingisthelargestsegment,followedbyaccommodations.

Table3breaksdownsalesintheinternalordomestictourismindustrybysegment.


OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018 141

Table 2. Canada: Enterprises and employment in tourism

1 2 http://dx.doi.org/10.1787/888933639721

Table 3. Canada: Internal tourism consumptionMillion CAD

1 2 http://dx.doi.org/10.1787/888933639740

.. Not available1. Data refer to number of jobs.Source: OECD Tourism Statistics (Database).

Number of establishments Number of persons employed1

2016 2012 2013 2014 2015 2016Total .. 675 800 687 700 700 300 708 400 721 600

Tourism industries 200 835 534 800 543 000 551 200 559 400 569 800Accommodation services for visitors 19 817 139 600 140 800 140 700 142 600 143 900

Hotels and similar establishments .. .. .. .. .. ..Food and beverage serving industry 84 296 203 000 210 200 216 400 221 000 228 100Passenger transport 41 921 80 700 83 100 84 700 84 400 85 200

Air passenger transport .. .. .. .. .. ..Railways passenger transport .. .. .. .. .. ..Road passenger transport .. .. .. .. .. ..Water passenger transport .. .. .. .. .. ..

Passenger transport supporting services .. .. .. .. .. ..Transport equipment rental .. .. .. .. .. ..Travel agencies and other reservation services industry 8 343 45 500 43 900 44 600 44 800 44 900

Cultural industry .. .. .. .. .. ..Sports and recreation industry 46 458 66 000 64 900 64 800 66 700 67 700Retail trade of country-specific tourism characteristic goods .. .. .. .. .. ..

Other country-specific tourism industries .. .. .. .. .. ..Other industries .. 141 000 144 700 149 100 149 000 151 800


2016Domestic tourism expenditure Inbound tourism expenditure Internal tourism consumption

Total .. .. ..Consumption products 71 606 20 012 91 618

Tourism characteristic products 43 812 15 371 59 183Accommodation services for visitors 8 117 4 868 12 985Food and beverage serving services 11 785 3 563 15 348Passenger transport services 16 336 4 757 21 093

Air passenger transport services .. .. ..Railways passenger transport services .. .. ..Road passenger transport services .. .. ..Water passenger transport services .. .. ..

Passenger transport supporting services .. .. ..Transport equipment rental services .. .. ..Travel agencies and other reservation services industry 4 194 215 4 409

Cultural services 3 380 1 968 5 348Sports and recreation services .. .. ..Country-specific tourism characteristic goods .. .. ..Country-specific tourism characteristic services .. .. ..

Other consumption products 27 794 4 641 32 435Tourism connected products .. .. ..Non-tourism related consumption products .. .. ..

Non-consumption products .. .. ..


OECD TOURISM TRENDS AND POLICIES 2018 © OECD 2018 141

Table 2. Canada: Enterprises and employment in tourism

1 2 http://dx.doi.org/10.1787/888933639721

Table 3. Canada: Internal tourism consumptionMillion CAD

1 2 http://dx.doi.org/10.1787/888933639740

.. Not available1. Data refer to number of jobs.Source: OECD Tourism Statistics (Database).

Number of establishments Number of persons employed1

2016 2012 2013 2014 2015 2016Total .. 675 800 687 700 700 300 708 400 721 600

Tourism industries 200 835 534 800 543 000 551 200 559 400 569 800Accommodation services for visitors 19 817 139 600 140 800 140 700 142 600 143 900

Hotels and similar establishments .. .. .. .. .. ..Food and beverage serving industry 84 296 203 000 210 200 216 400 221 000 228 100Passenger transport 41 921 80 700 83 100 84 700 84 400 85 200

Air passenger transport .. .. .. .. .. ..Railways passenger transport .. .. .. .. .. ..Road passenger transport .. .. .. .. .. ..Water passenger transport .. .. .. .. .. ..

Passenger transport supporting services .. .. .. .. .. ..Transport equipment rental .. .. .. .. .. ..Travel agencies and other reservation services industry 8 343 45 500 43 900 44 600 44 800 44 900

Cultural industry .. .. .. .. .. ..Sports and recreation industry 46 458 66 000 64 900 64 800 66 700 67 700Retail trade of country-specific tourism characteristic goods .. .. .. .. .. ..

Other country-specific tourism industries .. .. .. .. .. ..Other industries .. 141 000 144 700 149 100 149 000 151 800


2016Domestic tourism expenditure Inbound tourism expenditure Internal tourism consumption

Total .. .. ..Consumption products 71 606 20 012 91 618

Tourism characteristic products 43 812 15 371 59 183Accommodation services for visitors 8 117 4 868 12 985Food and beverage serving services 11 785 3 563 15 348Passenger transport services 16 336 4 757 21 093

Air passenger transport services .. .. ..Railways passenger transport services .. .. ..Road passenger transport services .. .. ..Water passenger transport services .. .. ..

Passenger transport supporting services .. .. ..Transport equipment rental services .. .. ..Travel agencies and other reservation services industry 4 194 215 4 409

Cultural services 3 380 1 968 5 348Sports and recreation services .. .. ..Country-specific tourism characteristic goods .. .. ..Country-specific tourism characteristic services .. .. ..

Other consumption products 27 794 4 641 32 435Tourism connected products .. .. ..Non-tourism related consumption products .. .. ..

Non-consumption products .. .. ..


Canada’sTourismPoliciesandProgramsTourismgovernanceandfundinginCanadaInCanada,theFederalGovernment,theprovincialandterritorialgovernments,andmunicipalitiesallplayaroleinpromotingtourism.Potentially,allcanbepartofthedevelopmentofadistinctions-basedMétistourism.Innovation,ScienceandEconomicDevelopmentCanada(ISED)isthefederaldepartmentwhosemissionistofosteragrowing,competitive,knowledge-basedCanadianeconomy.WithinISED,theMinisterofTourism,OfficialLanguagesandLaFrancophoniehastheleadresponsibilityforthetourismsector. ISEDcoordinatestheimplementationofCanada’stourismstrategy.Participatingfederalorganizationsinclude:ParksCanada,whichisresponsiblefornationalparks,nationalhistoricsitesandnationalmarineconservationareas;Canada’ssixregionaldevelopmentagencies,whichsupportmanylocaltourism-relatedinvestmentinitiatives;andDestinationCanada,thenationaltourismmarketingorganization.ACrowncorporationownedbytheGovernmentofCanada,DestinationCanadareportstoparliamentthroughtheMinisterofIndustry.Theirlegislatedmandateisto:

• SustainavibrantandprofitableCanadiantourismindustry;

• MarketCanadaasadesirabletourismdestination;

• SupportacooperativerelationshipbetweentheprivatesectorandthegovernmentsofCanada,theprovinces,andtheterritorieswithrespecttoCanadiantourism;

• ProvideinformationaboutCanadiantourismtotheprivatesectorandtothegovernmentsofCanada,theprovinces,andtheterritories.

DestinationCanadaundertakesinitiativestomarketCanada.Itdoesthisinconjunctionwithitspartners,whichincludeprovincial,territorialandregionaldestinationmarketingorganizations.Throughmultipleinitiatives,DestinationCanadapromotesCanadaasapremierdestinationandshowcasesthecountry’smostuniqueattributes.Provincialandterritorialgovernmentsalsoplayanactiveroleinthedevelopmentandpromotionoftourismatthesub-nationallevelineverypartofthecountry.MinistersresponsiblefortourismfromeachjurisdictionmeetastheCanadianCouncilofTourismMinistersonanannualbasistodiscusstrendsandissuesofconcerntotheCanadiantourismsectorandworktogethertoseeksolutions.


StatisticsCanadaisthenationalstatisticalagencyresponsibleforthecollectionandanalysisoftourism-relatedstatistics.StatisticsCanadaisre-developingitstwocorenationaltourismsurveystocreatetheNationalTravelSurveyandtheVisitorTravelSurvey,bothoperativefrom2018.

Canada’sNewTourismVision

InMay2017,thethenMinisterofSmallBusinessandTourismannouncedCanada’sNewTourismVision,astrategic,whole-of-governmentapproachcoordinatingactionacross18federaldepartmentsandagenciestohelpgrowCanada’stourismsectorandincreaseinternationalvisitation.ISEDcoordinatestheimplementationofCanada’stourismstrategythroughtheCanada’sNewTourismVisionSteeringCommittee.Itsvisionisguidedbythreeoverarchinggoals:

• GrowinternationalvisitationtoCanadaby30%by2021

• DoublevisitationfromChinaby2021

• PositionCanadatocompeteforatop-tenrankingasaninternationaldestination,by2025.

Inordertoachievethesegoals,thevisionsetsoutadetailedActionPlanthatidentifies20actionitemsfocusedaroundthreepillars,includinginvestmentsin:

• Strongerandmoresustainedmarketing,

• Measurestofacilitateeasieraccess(i.e.travellingtoandwithinCanada),and



destination marketing organisations. The Government of Canada stabilized DestinationCanada annual funding to CAD 95.5 million.

Through multiple initiatives, Destination Canada promotes Canada as a premierdestination and showcases the country’s most unique attributes. Northern and ruralCanada, for instance, remain largely undiscovered by foreign tourists. Destination Canadahas partnered with destination marketing organisations, such as Tourism Yukon, topromote this undiscovered frontier. Destination Canada has developed SignatureExperiences in all three Territories of Canada’s North, (complementing those throughoutthe rest of the country). These help local tour operators to showcase unique Northernadventures, such as Arctic safaris, cruises and excursions to view the Aurora Borealis.Destination Canada also promotes tourism in Canadian rural areas through its suite ofSignature Experiences. For example, in Alberta, tourists are invited to take part to a cattledrive at a ranch and sleep in an authentic western bunkhouse.

Provincial and Territorial governments also play an active role in the development andpromotion of tourism at the sub-national level in every part of the country. Ministersresponsible for tourism from each jurisdiction meet as the Canadian Council of TourismMinisters on an annual basis to discuss trends and issues of concern to the Canadiantourism sector and work together to seek solutions.

Statistics Canada is the national statistical agency responsible for the collection andanalysis of tourism-related statistics. Statistics are compiled on a number of tourismindustries, such as air, boat, rail, bus and taxi transportation; traveller accommodation;food services and drinking establishments; amusement and recreation, and travelarrangement services. Statistics Canada is re-developing its two core national tourismsurveys to create the National Travel Survey and the Visitor Travel Survey, both operativefrom 2018. Statistics Canada also compiles data on all international travellers cleared for

Canada: Organisational chart of tourism bodies

Source: OECD, adapted from Innovation, Science and Economic Development, 2018.

Tourism Stakeholder Organisations

Provincial and Territorial Tourism Ministers

Provincial and Territorial Destination Marketing

Organisations

Minister of Small Business and Tourism

Canadian Council of Tourism Ministers Destination Canada

Innovation, Science and Economic Development

Federal Government Departments

(Partners in Whole-of-Government Approach)

MinisterofTourism


• Tourismproductdevelopment(i.e.supportforCanadiantourismbusinessesandoperatorsastheyworktoupgradetheirofferingswithnew,innovativeproductsandservices).

Canada’sNewTourismVisionandits20-pointactionplanweresupportedbymajornewinvestmentsannouncedinthe2017federalbudget.ToattractmoreinternationalvisitorstoCanada,Budget2017stabilizedannualfundingforDestinationCanada,Canada’snationaltourismmarketingorganisationat$95.5million,startingin2018-19.StabilisedfundingwillallowDestinationCanadatocontinueitsstrongcollaborationwithindustrypartnerstomaximisetheimpactsofitsmarketingcampaignstodrawinmoretouristsfromabroadandincreaseeconomicactivity.TocomplementDestinationCanada’sactivities,Budget2017alsoprovided$8.6millionoverfouryears,startingin2017-18,toIndigenousandNorthernAffairsCanadatosupportthedevelopmentofCanada’suniqueandauthenticIndigenoustourismindustry.Finally,toensurethattourismoperatorsandgovernmentsmakethemostoftheireffortsandinvestments,Budget2017provided$13.6millionoverfiveyears,startingin2017-18,and$2.7millionperyearthereafter,toStatisticsCanadatobroadentourismdatacollection.ExpandingtheVisionforCanadianTourismInDecember2018,McKinsey&CompanyreleasedareporttitledUnlockingthePotentialofCanada’sVisitorEconomy.ThereportprovidesevidencethatCanada’stourismpotentialremainssignificantlyunderdeveloped.Canadaisnotcapturingits“fairshare”ofthegrowthinthesectorglobally.McKinseysaysthereisanopportunityforthecountrytomorethandoubleitscurrentnumberofinternationalarrivalsandtheirassociatedrevenuesby2030.DetailedmodellingshowsthattourismtoCanadacangrowmuchfasterthantheglobalorcontinentalprojections,byaminimumof4%peryear,toupto6.4%peryearthrough2030.Thismodelingestimatesthe“fairshare”oftravellersfrom180countriesthatCanadacouldreasonablybeexpectedtoattract.Inotherwords,thefairshareisthefractionofglobaltouriststhatCanadacanattract,givenCanada’scharacteristicsrelativetothoseofothercountries,andhowthebehaviourofsourcemarketsisexpectedtoevolve.TheDestinationCanada-ledfive-yearstrategy,entitledNorthStar22,isamulti-year,TeamCanadacollaborativeplanwithitspartnersforbettermarketingalignment,collaborationandco-investments.JustastheNorthStarhashistoricallybeenusedasacriticalnavigationtool,NorthStar22servesasafocalpointfortheindustrytocome


togetherinacoordinatedandunifiedfashiontoinvestandpromoteCanadainpriorityinternationalmarketslikeneverbefore.Whilecurrentsectortargetsaspireto25millioninternationalvisitorswith$25billioninspendby2022,theMcKinseyanalysissuggeststhatisachievableby2020.Infact,theanalysisofCanada’sfairsharesuggeststhatby2022,Canadacouldsee28.4millionvisitorswith$28.5billioninspend.Undertherightcircumstancesandwiththerightchoicesbygovernmentandbusiness,internationalarrivalscouldgrowby124%over2017levelstoabout47millionby2030.Relativetotourismexportrevenuesin2017of$21.3billion,thisscenariowouldresultinanincrementalgainwithinCanada’svisitoreconomyofbetween$15billionand$25billionperyearattributabletotourismexportgrowth.Thiswouldtranslatebetween110,000to180,000morejobsacrossthecountrytosupportthisadditionaltourismdemand.

WhiletheUnitedStateswouldcontinuetodominateasCanada’slargestsourcemarketforforeignvisitors,thefairshareanalysisindicatesthattherearesubstantialopportunitiestoincreasethenumberoftouriststoCanadafromtheUnitedKingdom,China,France,Germany,andAustralia.Chinawould,inallmodelledscenarios,bethefastestgrowingsourceofinboundvisitors.ThenumberofChinesevisitorstoCanadatripledfrom2007to2017,andcangrowbyanother40%by2022basedonthefairshareanalysis.ItisdifficulttooverstatehowimportanttheChinesemarketis,saysMcKinsey.Chinaisnowtheworld’slargestoutboundtravelmarketasmeasuredbytripsandexpenditures,amarketexpectedtocontinuetogrowat5.4%peryearthrough2020.Overthelast

6

U N L O C K I N G T H E P O T E N T I A L O F C A N A D A’ S V I S I T O R E C O N O M Y

While global tourism growth is expected to surpass global GDP growth through the mid-2020s, driven by the new middle class in emerging markets, increased and cheaper air services, and increased resiliency of travel to shocks like terrorist attacks, these trends are expected to taper off, with a result that global tourism will grow by an average of 2.9% per year from 2020 to 2030.26 Tourism to North America is projected to grow more slowly, at a still respectable 1.4% per year from 2020 to 2030.27 These growth rates set an absolute minimum at which the tourism sector in Canada should be expected to grow.

However, detailed modellingA shows that tourism to Canada can grow much faster than the global or continental projections—by a minimum of 4.0% per year, to up to 6.4% per year through 2030 (see exhibit below). This modeling estimates the “fair share” of travellers from 180 countries that Canada could reasonably be expected to attract. In other words, the fair share is the fraction of global tourists that Canada can attract, given Canada’s characteristics relative to those of other countries, and how the behaviour of source markets is expected to evolve.

A — McKinsey’s proprietary Fair Share tourism model draws on data from Oxford Economics, including past arrival and outbound visit volume for 180 countries, and annual growth projec-tions for each country through 2022. Using a multivariate analysis, it calculates Canada’s past share from all source countries, and estimates future potential share using the median CAGR of four estimation methods:

1. The higher of each source market’s historical market share, most recent annual market share, and Oxford Economics’ growth projections2. Each source market’s best-in-class 5-year projected growth performance from within a peer set3. The highest current market share within a market cluster where people have similar behaviours and are geographically proximate (for example, Denmark , Finland, Norway and

Sweden form a Scandinavian cluster of similar travel preferences)4. The same approach as in number 1 above, but applying to long haul travel only (6+ hours of travel between origin and destination)

Canada can dramatically grow its tourism sector

50

45

40

35

30

25

15

2016 18 20 22 24 26 28 2030

Fair share - upsideFair share -upside

Fair share - conservative Steady state

6.4

4.9

4.0

Potential growth: incorporates past market share and improving performance in individual markets where potential exists based on a median of four modelling approaches.

Potential growth: assume reaching fair share by 2022, and return to steady state growth from 2023 to 2030.

Assumes Canada's growth forecasted from 2017 to 2022.

Fair share -conservative

Steadystate

NorthStar 22 Vision(25 million visitors,$25 billion spend)achieved by 2020

Visitors M Revenues $B

28.4

28.4

25.4

28.5

28.5

26.0

Visitors M Revenues $B

47

39

35

46

40

36

PROJECTED GROWTH BY SCENARIO*

CAGR, %SCENARIOS ARRIVALS, MILLIONS; SPEND, $* Does not include any additional value created by focusing on higher value segments.

While current sector targets (the Destination Canada-led NorthStar 22 vision28) aspire to 25 million international visitors with $25 billion in spend by 2022, this analysis suggests that is achievable by 2020. In fact, the analysis of Canada’s fair share suggests that by 2022, Canada could see 28.4 million visitors with $28.5 billion in spend!

Under the right circumstances and with the right choices by governments and business, international arrivals could grow by 124% over 2017 levels to about 47 million by 2030. Relative to tourism export revenues in 2017 of $21.3 billion, this scenario would result in an incremental gain within Canada’s visitor economy of between $15 billion and $25 billion per year attributable to tourism export growth. This would translate between 110,000 to 180,000 more jobs across the country to support this additional tourism demand.29


sevenyears,oneinfivenewinternationaltouristsisaChinesenational.Chinesetouristsarenotonlynumerousbutvaluable:morethan70%ofChinesetouriststravelwithfamilyandfriends,andhavethehighestinternationalspendpertripamongglobaltravellers.TheMcKinseyreportsaysthatCanada’stourismsectorfacesfivekeychallenges.Relevantaspectsofthesechallengesareasfollows.1. Canadiantourismdemandisconcentratedinthreewaysthatconstraingrowth:

• First,onlythreeprovinces,andthelargestcitieswithinthem,arethedestinationsofthevastmajorityofvisitorstoCanada.85%ofvisitorsgotoOntario,BritishColumbia,orQuebec,with74%ofvisitorsgoingtothethreemaincitiesintheseprovinces(Toronto,Vancouver,andMontréal).Consequently,Ontario,Quebec,BritishColumbia,andAlbertaaccountfor87%ofCanada’stourismemployment.

• Second,Canadiantourismisheavilydrivenbythesummerseason:3.5times

moreleisurevisitorscometoCanadaduringthesummerthanwinter.Consequently,accommodationinmajorcitiesisalreadyhittingpeaksinthesummermonth.Inaddition,despiteCanadabeingknownforitswinters,only1%ofvisitoractivitiesarewinter-based,whichcreateschallengesfortourismoperatorstryingtooptimizetheuseoftalentandcapitalinvestments.Bothgeographicandseasonalconcentrationcanalsohavenegativerepercussionsforthetourismexperience:thereisseasonalcrowdinginandaroundmajorcities,andhighpricesforaccommodationsandattractionsduetoconstrainedcapacity.

• Third,CanadaisstillhighlyreliantontheUnitedStatesasasourcemarket.The

UnitedStatesdrivesabout70%ofvisitstoCanada,andjustunder50%ofthevalueofforeigntourism.

2. Accesstoattractionsismajorissue.Eventhoughournaturalareasareamajordriveroftourismtothecountry,distancelimitsourabilitytomakefulluseofthepotentialoftheseassets.Thoughtheglobalmarketfornature-basedtourismisexploding—fromUS$89billionin2009toUS$450billionin2016,thevastmajorityofvisitors’activitiesinCanadaareurban:74%areurbanonly;24%areinandaroundurbanareas;andonly2%arenatureonly.Bycontrast,inAustralia,69%ofinternationalvisitorsengageinsomeformofnature-basedactivity.(VisitorstoAustraliamustalsocrosssignificantdistancestovisitkeyattractions;Canadasharesthisdistancechallenge,butAustraliaappearstohaveovercomeit).


WhileCanada’stourismbrandevokesthoughtsofnature,andCanadahasmanyhighlyratednaturalassets(including39nationalparks),touristsvisitveryfewoftheseparks:nearly50%ofnationalparkvisitorsgotojustthreeparks.

3. Labourshortagesarealreadyaffectingthetourismsector,astheyareinother

sectorsinCanada.Thisleadstosignificantcompetitionforqualitycandidates,andthushighercostsforlabour.Acrossallprovinces,thetourismsectorcouldfaceashortageof120,000peoplebythemid-2020s,andupto230,000peopleby2030.

4. Anotherbarriertogrowthislackofinvestment.ThismeansthatCanadacannot

achieveacriticalmassofattractions,accommodations,andotherenablersofthesector.Additionally,mosttourismbusinessesaresmallandmedium-sizedenterprises,theownersofwhichoftenattestthattheyhavedifficultyaccessingcapital.Furthermore,destinationdevelopmentcanbeaninfrastructure-heavyendeavour,particularlywhenimprovedaccesstodestinationsrequiresneworupgradedroadsandhighways,marineports,andairports.ThisproblemcanbeparticularlyacuteforpotentialtouristattractionsinCanada’sruralandremoteareasandinCanada’snorth,whichcouldrequiresignificantinfrastructureinvestmentsinordertobeviabledestinations.

Canadaalsounderinvestsintourismmarketing,spendinglessonmarketingperinternationaltouristarrivalthanitspeers.Asampleof20peercountriesshowsthat,onaverage,thosecountriesspentUS$7.40onmarketingperinternationaltouristarrival.Somecountriesspentfarmore—AustraliaspentUS$11.40,IrelandUS$12.30,andNewZealandawhoppingUS$22.30.Canada,bycontrast,spentUS$5.70.That’s20%lessthantheaverage,and75%lessthanNewZealand.

5. ThefifthchallengeforCanada’stourismsectorisleadership.Thesectortodatehasundertakenseveraleffortstocoordinateanoverarchingnationalapproachtotourism.Comparedtointernationalexamplesofnationaltourismstrategies,however,theseeffortshavebeeninsufficientlyintegratedandnotsustainedoveralongenoughperiodtohavemeaningfulimpact.


3.0TOURISM:INDUSTRYSEGMENTSANDTRENDS

IneffortstoexpandMétis-relatedtourismitwillbeusefultounderstandthemotivationsandinterestsofarangeofmarketsegments.Métistourismoverlapswithmultipletouristmarkets,includingcultural,historical,andartstourism,andcanbelinkedtoecotourismCULTURALTOURISMAccordingtotheinitialfindingsoftheUNWTO’sTourismandCultureSurvey2015,40%ofinternationalarrivalsareconsideredtobe“culturaltourists”,i.e.travellerswhoparticipateinaculturalvisitoractivityaspartoftheirstay.Culturaltourismisoneofthelargestandfastest-growingglobaltourismmarkets.Culturaltouristarrivalsaregrowingsteadilycomparedtooverallinternationalarrivals.Cultureandcreativeindustriesareincreasinglybeingusedtopromotedestinationsandenhancetheircompetitivenessandattractiveness.Manylocationsarenowactivelydevelopingtheirtangibleandintangibleculturalassetsasameansofdevelopingcomparativeadvantagesinanincreasinglycompetitivetourismmarketplace,andtocreatelocaldistinctivenessinthefaceofglobalisation.Inrecentdecades,tourismandculturehavebecomeinextricablylinked,accordingtotheUNWTO.Thislinkageispartlyduetotheincreasedinterestinculture,particularlyasasourceoflocalidentityinthefaceofglobalization,aswellasthegrowthoftourism,andeasieraccessibilityofculturalassetsandexperiences.Furthermore,culturaltourismhasbeenviewedasa“good”formoftourismfornationsandregionstodevelopbecauseitgeneratescultural,social,andeconomicbenefits.

66 Tourism and Culture Synergies

cannot, thus, be divorced from the cultural heritage of the people who inhabit it. Cultural

and natural heritage should be seen as part and parcel of the destination’s total heritage.”

This integration of tourism and culture has proceeded through different stages of the transformation

of both tourism and culture. In terms of culture and cultural tourism we can identify three basic

phases of development over the centuries, as shown in table 3.1.

Table 3.1 Phases in the development of culture and cultural tourism

Phase Culturea Cultural tourismb

1.0 Culture 1.0: culture as by-product of industrial growth. Wealthy merchants and industrialists invested in culture as a means of polishing their image and/or doing good for the community.

Cultural tourism 1.0: Grand Tour, cultural consumption by a small elite.

2.0 Culture 2.0: culture as industry. With industrialisation and the growth of the culture industries, culture became an economic field, invested in by the public sector to stimulate growth and jobs.

Cultural tourism 2.0: mass cultural tourism, development of cultural resources as tourist attractions.

3.0 Culture 3.0: culture as a source of new value(s). The diversification of cultural taste, the fragmentation of cultural production and access to new technologies and media challenges the monolithic production of culture under Culture 2.0. Alongside economic value, culture is also seen as a means of creating identity, stimulating social cohesion and supporting creativity.

Cultural tourism 3.0: culture as a value platform for tourism (and vice versa), increasing integration of tourism and everyday life.

a) Sacco, P.L. (2011), Culture 3.0: A new perspective for the EU 2014–2020 structural funds programming, paper produced for the OMC Working Group on Cultural and Creative Industries.

b) Richards, G. (2014a), ‘Cultural Tourism 3.0.: The Future of Urban Tourism in Europe?’, in: Roberta Garibaldi (ed.), Il turismo culturale europeo, pp. 25–38.

The recent consolidation of Culture 2.0 systems, particularly in cities, saw synergies developing

between cultural investment and tourism production. The creation of tourism flows in itself

became the rational for cultural investment, particularly as cities increasingly needed to re-position

themselves in a globalizing economic field. Such developments were often justified in terms of

the growth of cultural tourism, which was seen as the main economic driver for new museums,

cultural quarters and events.3 Tourists would be attracted by culture, and their spending would in

turn support investment in culture for tourists and residents alike.

Shortly after the turn of the century, however, cracks began to appear in this model due to the

economic crisis. The previous urban tourism-culture growth machine began to be questioned

because of a limited capacity to invest. From a cultural tourism point of view there was a particular

issue linked to the limited flow of funds from the tourism system towards culture. Most of the

economic benefits of the urban tourism-culture growth machine accrued to tourism,4 whereas

the cultural sector, hampered by a view of culture as a public good that should be cheap, and a

3 Smith, M. (2007), Tourism, Culture and Regeneration, CABI, Wallingford.

4 Russo, A.P. (2002), ‘The ‘vicious circle’ of tourism development in heritage cities’, Annals of Tourism Research, volume 29, pp.165–182.

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Synergiesbetweentourismandculturehavelongbeennoted.TheUNWTOreportonCulturalHeritageandTourismDevelopmentarguedthat:

“Cultureandtourismhaveasymbioticrelationship.Artsandcrafts,dances,rituals,andlegendsthatareatriskofbeingforgottenbytheyoungergenerationmayberevitalizedwhentouristsshowakeeninterestinthem.Monumentsandculturalrelicsmaybepreservedbyusingfundsgeneratedbytourism.”

Today,therelationshipbetweentourismandcultureisbeingrapidlytransformedbychanginglifestyles,newformsofcultureandcreativity,andthedevelopmentofnewtechnologies.Theculturerelatedtotourismhasbecomelesstangible,moreaccessible,andhasbeendevelopedinamorebottom-upfashionthaninthepast.Thishascreatedchallengesandopportunitiesindevelopingandutilizingthemanysynergiesbetweentourismandculture.IntangibleculturalheritageAnimportantaspectofculturaltourismisintangibleculturalheritage.Thisisdefinedasthosepractices,expressions,knowledge,andskillsthatcommunitiesandindividualsrecognizeaspartoftheirculturalheritage.Transmittedthroughgenerationsandconstantlyrecreated,theyprovideasenseofidentityandcontinuity.Culturehasanimmeasurableinherentvaluetohostcommunities,andassuch,constitutesoneofthemostimportantassetsfortourism.Equally,tourismcanbeaconsiderableforceforthepromotionandconservationoftangibleandintangibleheritagewhileencouragingthedevelopmentofarts,crafts,cuisine,andothercreativeactivities.Tourismdestinationsowemuchoftheirattractiontoculture,whichcantransformconventionaltourismintocreativetourism,providingmoreauthenticandgenuineexperiences.However,ifpoorlymanaged,tourismcanalsocausenegativeimpactsoncultureandheritage,thusinherentlydamagingthelong-termsustainabilityofboththetourismandculturalsectors.TherecentlyadoptedlawonintangibleculturalheritageinSpainillustratesthewayinwhichconceptsofheritageandcultureconservationhavechangedinrecentyears:

Theconceptofculturalheritagehascontinuedanuninterruptedenlargementprocessoverthelastcentury.Theartistic,historicalandmonumentalheritagecontinuesascorevaluesandtypes,butithasalsoincorporatedotherelementsthatmakeupanewexpandednotionofculture.Thisrespondstoanewconceptionderivedfromscientifictheorizingofethnologyandanthropology,whichincreasedsocialawarenessoftheseotherexpressionsandmanifestations


ofculture.Thisprocesscouldbesynthesizedintheideaofatransitionfrom‘objects’to‘activities’or,inmoremodernterms,frommaterialassetstointangibleassets.Theintangibleculturalheritageshallbeconsideredtoincludethepractices,representations,expressions,knowledgeandskillsthatcommunities,groupsand,insomecases,individualsrecognizeasanintegralpartoftheirculturalheritage,andinparticular:a)traditionsandoralexpressions,includingmodalitiesandlinguisticcharacteristicsasavehicleofintangibleculturalheritage;aswellastraditionalplacenamesasaninstrumentforthevalorizationofthegeographicalnameoftheterritories;b)performingarts;c)socialpractices,ritualsandfestiveevents;d)knowledgeandpracticesconcerningnatureandtheuniverse;e)traditionalcraftsmanship;f)gastronomy,culinarypreparations,andfood;g)specificusesofnaturallandscapes;h)formsofcollectivesocializationandorganizations;i)sounddemonstrations,musicandtraditionaldance.

TheUNWTOsaysthatwhilethereportedgrowthofculturaltourismisnotstronglyrelatedtothepercentagegrowthininternationaltourismarrivals,itisdirectlylinkedtotheabsolutegrowthinnumbersofinboundtourists.Theoverallgrowthintourismbetween2010and2014ismuchlargerforthosecountriesthatspecificallyfeatureculturaltourismintheirmarketingpolicy(66%)thanforothercountries(17%).Countrieswithacombinedministry(ofcultureandtourism)alsohadaslightlyhighertourismgrowthrate(21%)thanotherrespondents(17%).Countriesthatdonotmeasureculturaltourismhavealowertourismgrowthrate(15%)thanthosethatdomeasure(19.5%).Thisseemstoindicatethatgreaterattentionforculturaltourismislinkedtostrongergrowthofculturaltourism.

WhenaskedbytheUNWTOaboutthereasonsforthechangeinthesizeoftheculturaltourismmarket,countriesweremostlikelytomentionproduct

JeffGosshasidentified“FivePillars”ofculturaltourism.Forthemostpart,theseconceptssuggestintendedoutcomesoraspirationsfromemphasizingculturaltourism.Collectively,theyprovidefurtherproofofthepotentialbenefitsofafocusonnotjusttheplaceoritshistorybuttheIndigenousandsometimesmoreallusiveaspectsofculture.


developmentandmarketingmeasures.Theseincludedthediversificationoftheculturalproduct,newattractions,culturalroutes,andevents.Marketingactivitieswerealsoseenasimportant.Inmanycountriesthereisalsoaneedforcapacitybuildingtostrengthenthemarketinganddeliveryofculturaltourismexperiences.Trainingintheareaoftourismandculturewasseenasapriority,particularlyinemergingeconomies.Trainingisneeded,inparticular,forlocalcommunitiesandtourismsectoractors.HeritageTourismHeritageorhistoricaltourismissubcategoryofculturaltourism.Ithasbeendefinedastravelingtoexperienceplaces,artefacts,andactivitiesthatauthenticallyrepresentthestoriesandpeopleofthepast.Itcanincludecultural,historic,andnaturalresources.

Cultureandheritagetourismisafastgrowingandhigh-yieldingsector.Onetourismsurveyshowedthatover50%ofrespondentspolledagreedthathistoryandculturearestronginfluencesontheirchoiceofholidaydestination.Cultureandheritagetourismtendstoattracthigh-yieldtourists.Whileglobalfigurescanbehardtoobtain,allavailablestatisticsontourisminvariousindividualmarkets,liketheUK,NewZealand,Australia,andIndia,revealaconsistentpattern.Cultureandheritagetouristsoftenstaylongerandspendmoremoneythanothertouristsdo.Infact,onestudyshowedthataculture/heritagetouristspentasmuchas38%moreperdayandstayed22%longeroverallcomparedtootherkindsoftravellers.Althoughthestatisticalevidencedoesn’tshowconsistencywhenit

EconomicBenefitsofCulturalandHeritageTourism• Injectsnewmoneyintotheeconomy,boosting

businessesandtaxrevenues• Createsnewjobs,businesses,eventsandattractions,

thushelpingdiversifythelocaleconomy• Supportssmallbusinessesandenablesthemto

expand• Promotestheactivepreservationandprotectionof

importantlocalresources• Buildsvitalrelationshipsamongandwithinlocal

communities• Helpsencouragethedevelopmentandmaintenance

ofnew/existingcommunityamenitiesSocialBenefitsofCulturalandHeritageTourism• Helpsbuildsocialcapital• Promotespreservationoflocaltraditions,customs

andculture.UNESCOnowrecognizesintangibleculturalheritageasbeingasimportantasbuildings.Amarketforexperiencesandtraditionalprojectsprovidestheeconomicsupportforkeepingtheseskillsandtraditionsalive

• Promotespositivebehaviour• Helpsimprovethecommunity’simageandpride• Promotescommunitybeautification• Buildsopportunitiesforhealthyanduseful

communityrelationshipsandpartnerships• Providesresearch,educationandwork-placement

opportunitiesforstudents• Createsenjoyableopportunitiesforbothlocal

residentsandvisitorsattractedtotheculturalarts,history,andpreservation

• Boostslocalinvestmentinheritageresourcesandamenitiesthatsupporttourismservices

EnvironmentalBenefitsofCulturalandHeritageTourism• Helpsencourageacultureofpreservation• Boostawarenessofthetouristsite,attractionor

area’ssignificance• Helpsencouragelocalresidentsandvisitorstobe

mindfulabouttheirimpactonthenaturalandbuiltenvironment


comestorepeatvisitors,tourismdataonUScultureandheritagevisitorsindicatesthatthelevelofrepeatvisitationamongstthisgroupoftravellersishigherthanthatoftraditionaltourists.Culture/heritagetouristsusuallyvisitculturalheritageattractionssuchas:historicbuildingsandotherhistoricattractions;archaeologicalsites;state,local,ornationalparks;artgalleriesormuseums;concerts,playsormusicals;andethnicorecologicalheritagesites.Thesetravellerssaythatthesetripsaremorememorablethanconventionalholidaytripssincetheyallowthemtolearnsomethingnew.Thisfocusonlearningskillsandgainenrichmenthasbeenidentifiedasacoreglobaltrendintravel.Cultureandheritagetouristsoftenextendtheirstaybecauseofaheritageactivity.Themajorityofthesetravellersstayovernightatlocalmotels,B&Bs,orcampgrounds.Cultureandheritagetouristsalsotendtoputmoremoneybackintothelocaleconomy,spendingmorethanotherkindsoftouristspertrip.Buttheseeconomicbenefitsarenottheonlyreasonwhyheritagetourismmaybegoodforthecommunity.ArtsTourismAnotherareaofculturaltourismthatissometimesoverlookedisartstourism.Oneofthereasonsforthismaybethefactthatitishardtodefinetheterm“thearts”.Inpopularparlancethetermusuallymeanswhatistechnicallycalledthe“plasticarts”,includingpaintings,sculpture,andothervisualfields.Ofcourse,thetermcanmeanmuchmore,frommusicalanddanceperformancestotheater,fromarchitecturetopoetryreadings.Totheworldoftourism,artbrings“style,culture,beauty,andasenseofcontinuityofliving”,whiletourism“arguablycreatesachannelwherebynewartformscangainsupport(bothfinancialandmoral),andhelpstobroadentheaudienceforthearts”.Thereareatleasttwoformsofartintourism:(1)thepublic-culturalside,suchastheplacingofstatues,monuments,and/ormuralsorartexhibitsforreasonsofcommunitybeautificationand(2)thecommercialsideinwhichthepublicviews/hearssomeformofartisticexpressioninexchangeforpayment.Manycommunitieshavenottakenadvantageofeithertheculturalorthecommercialside,butothershaveturnedtheartsintoamajorpartoftheirtourismoffering.Numerousstudiesfromaroundtheworldhaveshowthatpeoplewhoincludetheartsintheirtravelplansoftenhavehigherincomelevelsthanothertouriststothatlocale,haveagreaterlikelihoodofstayinginlocalhotel,takelongertripsandshopmore.ECOTOURISMEcotourismisagrowingsegmentoftheglobaltourismindustrythatismakingsignificantpositivecontributionstotheenvironmental,social,cultural,andeconomicwellbeingofdestinationsandlocalcommunitiesaroundtheworld.Offeringmarket-


linkedlong-termsolutions,ecotourismprovideseffectiveeconomicincentivesforconservingandenhancingbio-culturaldiversityandhelpsprotectthenaturalandculturalheritageofourbeautifulplanet.Byincreasingcapacitybuildingopportunities,ecotourismisalsoaneffectivevehicleforempoweringlocalcommunities—includingIndigenouscommunities—toovercomepovertyandtoachievesustainableformsofdevelopment.Entrepreneursandemployeesincludetouroperators,guides,lodgeandrestaurantownersandemployees,vehicledrivers,andparkguards.Thesaleofartisanalproductsoftencomplementsecotourism.


4.0 INDIGENOUSTOURISMTheIndigenousTourismAssociationofCanada(ITAC)hasendorsedthefollowingdefinitionsspecifictoIndigenoustourism,astheyresultedfrompreviousnationalandextensiveconsultationinvolvingtheindustry,elders,andcommunities.

• IndigenousTourism–Alltourismbusinessesmajorityowned,operatedand/orcontrolledbyFirstNations,Métis,orInuitpeoplesthatcandemonstrateaconnectionandresponsibilitytothelocalIndigenouscommunityandtraditionalterritorywheretheoperationresides.

• IndigenousCulturalTourism–MeetstheIndigenoustourismcriteriaand,inaddition,asignificantportionoftheexperienceincorporatesIndigenouscultureinamannerthatisappropriate,respectful,andtruetotheIndigenousculturebeingportrayed.TheauthenticityisensuredthroughtheactiveinvolvementofIndigenouspeopleinthedevelopmentanddeliveryoftheexperience.

• IndigenousCulturalExperiences–WhileitdoesnotmeettheIndigenoustourismcriteria,itoffersthevisitoraculturalexperienceinamannerthatisappropriate,respectful,andtruetotheIndigenousculturebeingportrayed.

WhatDoesIndigenousMean?Amodernunderstandingoftheterm“Indigenous”isbasedonthefollowing:

• Self-identificationasIndigenouspeoplesattheindividuallevelandacceptedbythecommunityastheirmember

• Historicalcontinuitywithpre-colonialand/orpre-settlersocieties

• Stronglinktoterritoriesandsurroundingnaturalresources

• Distinctsocial,economic,orpoliticalsystems

• Distinctlanguage,culture,andbeliefs

• Formnon-dominantgroupsofsociety

• Resolvedtomaintainandreproducetheirancestralenvironmentsandsystemsasdistinctivepeoplesandcommunities.

Indigenouspeoplesaretheholdersofuniquelanguages,knowledgesystemsandbeliefsandpossessinvaluableknowledgeofpracticesforthesustainablemanagementofnaturalresources.Theyhaveaspecialrelationtoanduseoftheirtraditionalland.Theirancestrallandhasafundamentalimportancefortheircollectivephysicalandculturalsurvivalaspeoples.Indigenouspeoplesholdtheirowndiverseconceptsofdevelopment,basedontheirtraditionalvalues,visions,needsandpriorities.


WhatisIndigenousTourism?IndigenoustourismhasbeendescribedastourismactivitiesinwhichIndigenouspeoplearedirectlyinvolvedeitherthroughcontroland/orbyhavingtheircultureserveastheessenceoftheattraction.Assuch,Indigenoustourismisadistinctformoftourismthatbridgesseveralothertourismforms,suchasecotourism,culturaltourism,pro-poortourism,educationaltourism,oreveneventsandentertainment.Asastartingpoint,itisusefultoidentifywhatIndigenousTourismshouldencompass.Atitscore,authenticIndigenoustourismshouldfeaturethefollowing:

§ Recognition,respect,andappreciationforIndigenousculture

§ Differentiation,authenticityandenrichmentofvisitorexperiences

§ Appreciationandrevitalizationoftraditionalknowledge,cultures,andpractices

§ Indigenousknowledgeandintergenerationalstewardshipofculturalandnaturalresources

§ Revitalizationand/orstrengtheningoflanguage,pride,identity,andselfdetermination

§ ContributiontoIndigenouscommunityhealth,development,andgovernance

§ Economicactivityprovidingafoundationfornegotiations,partnershipbuilding,co-management,conventions,andagreements

§ Indigenoushumanresourcecapacitybuilding,entrepreneurship,andinvestment

§ Sharing,mutuallearningandidentity,societalgain,andaneconomictoolforpovertyalleviation.

IndigenousTourismIssuesIndigenouspeopleinhavearichheritagethathasbeennegativelyaffectedbyarangeofinfluences.Theseincludeinstitutionalracismandarangeofgovernmentpoliciesandactionsfromthathavestrippedland,resources,culture,andpridefromIndigenouspeople.Consequently,Indigenouspeopleexperiencehighratesofunemployment,incarceration,andpoverty,andlowratesofpost-secondaryeducationcompletion.Asaresult,economicdevelopmenthasbeenadifficulttaskforIndigenouspeoples.TourismhasthepotentialtobeaviablegeneratorofeconomicbenefitsforIndigenouscommunities,butarangeoffactorsmustbebroughtintoplaceforthispotentialtocometofruition.AstudyconductedbyHarvardUniversity(2008)identifiedthefollowingrangeofbarrierstoeconomicdevelopmentforIndigenouscommunitiesin


theUS,whichalsoapplytomanycommunitiesinCanada.ThesearerelevanttothedevelopmentofIndigenoustourism.

§ Lackofaccesstocapital

§ Lackofhumancapital(education,skills,technicalexpertise)andthemeanstodevelopit

§ Communitiesmaylackeffectiveplanning

§ Communitiesmayhavenaturalresources,butlacksufficientcontroloverthem

§ Communitiesmaybedisadvantagedbytheirdistancefrommarketsandthehighcostsoftransportation

§ Communitiescannotpersuadeinvestorstoinvestbecauseofintensecompetitionfromnon-Indigenouscommunities

§ Thereissometimescorruptioninassetandbusinessmanagement

§ Factionalismmayunderminestabilityincommunitydecisions

§ TheinstabilityofIndigenousgovernmentkeepsoutsidersfrominvesting

§ Entrepreneurialskillsandexperiencearescarce

OthersignificantissuesthatcanlimitthepotentialtodevelopIndigenoustourisminclude:

• TheremaybealackofmarketinterestinIndigenoustourism.

• IndigenousgroupsinNorthAmericahaveexperiencedconsiderableculturalerosionviaforcedassimilation.Becauseofthis,coreelementsofculturemaybeweakenedornolongerexist.

• Indigenousgroupsmaybechallengedwithunderstandingwhatanauthentictourismproductwouldlooklike(consideringthesocialerosionthathasoccurred).Indigenouscommunitiesmaynotknowhowtodeliverproductsthatresultinrewardingexperiencesforvisitors

• ManyIndigenousgroupsaresimplytoofarfrommarketstohaveasteadytourismdraw.

Strengthsthatcancontributetotourismdevelopmentinclude:

• CultureisanimportantpullfactorfortourismandtouristsdemandfordistinctandintactIndigenouscultureisontheriseworldwide.Theemptinessofaspectsofmodernconsumerlifestyleshasresultedinnon-IndigenouspeoplewantingtoexperienceandviewauthenticIndigenousculture,whichtheyseeasretainingmoresubstanceandmeaning.


• Non-Indigenouspeopleareinterestedintraditionallandstewardshipandwanttotraveltolandthatissustainablymanaged,withhigherlevelsofbiodiversity.

• TourismhasthepotentialtohelpIndigenouscommunitiestogenerateincomewithintheircommunities,especiallyruralcommunities.

• TourismisallowingIndigenouspeopleinNorthAmericatotelltheirstory.IndigenousculturalcentrescommunicatetotouriststhehistoryofIndigenouspeople.VisitorstotheseattractionsareabletodiscovermoreaboutthelivesofIndigenouspeopleandthehardshipstheyhaveexperienced.UnderstandingtheturbulenthistoryofIndigenouspeoplehelpsfosterreconciliation.

• TheidealcandidatestoworkintheIndigenoustourismindustryareelders,whostillspeakIndigenouslanguagesandcanexplainandsharetheirculture,andyouth,wholikelyhavethegreatestabilitytointeractwithoutsiders.

GuidingPrinciplesofResponsibleIndigenousTourismTheculturalsurvivaloftheworld’s370millionIndigenouspeoplehangsinthebalance.Caughtbetweenthepressurestomodernizeandconformtodominantsocieties,manyoftheseoften-isolatedcommunitieshaveanincreasinglycompromisedrelationshiptotheirrichculturaltraditions,histories,andlanguages.Notonlyaretheythreatenedculturally,Indigenouscommunitiesareoftenamongtheworld’smostimpoverishedanddisenfranchisedpeople.Withfewoptions,Indigenouspeoplemaychoosetocollaborateintheexploitationoftheirnaturalresourcesasameansofeconomicsurvival.Tourismcanprovideaviablealternative—awayofensuringtheculturalfabricandenvironmentalresourcesofIndigenouscommunitiesremainintactforthemselvesandtheirchildrenwhileservingasanincentivetoprotecttheirbusinessassets.TravelcompaniesthatinteractwithIndigenouscommunitieshaveaspecialresponsibilitytohelpthemsafeguardtheirresourcesandcanplayakeyroleinhelpingtodoso.Thefollowingpracticalguidelines—developedoverthecourseofayearbytheGeorgeWashingtonUniversityInternationalInstituteofTourismStudies,GAdventuresandthePlaneterraFoundation—areintendedforusebytravelcompaniesthatworkwithIndigenouscommunitiesaroundtheworld.TheyaremeanttoencourageresponsibleconductandguidegoodbusinesspracticesthatserveandprotecttheinterestsofIndigenouscommunitiesandtravelcompaniesaswellasproducevisitorexperiencesthatareauthentic,respectfulandrewarding.Theseprinciplesmaybeusedasthebasisfordevelopingnewtourismproductsandexperiences.

• FullandEffectiveParticipation–EnsurethatIndigenouscommunitiesandsuppliersparticipateinallstrategicdiscussionsandsharedecision-makingbasedonthedictatesoftheirtraditionallawsandcustoms.Travelcompaniesshouldkeep


Indigenouscommunitiesandsupplierswellinformedofallrelevantbusinessdecisions.

• EquitableEngagement–MakecertainthatIndigenouscommunitiesaretreatedasequalbusinesspartnersandclearlyunderstandtheimplicationsofallarrangementstoensureequitableparticipation.TheIndigenouscommunitiesthemselves,ratherthanthetravelcompany,shoulddeterminetheleveloftheirinvolvementintourismactivities.

• InformedConsent–InformIndigenouscommunitiesofanyactivitiesthatmayaffecttheirwellbeingandensurethattheyarefreetoexercisetheirrighttoself-determination.

• BusinessValues–Respecttraditionalvalues,customs,andconventionsinallbusinesstransactions.

• LocalPurchasing–GiveprioritytoIndigenoussupplierswhenpurchasingandofferinggoodsandservices.Thesesuppliersshouldbetreatedfairlyandpromotedappropriately.

• CommunitySupport–EnsurefairandequitablebusinessrelationshipswithIndigenouscommunitiesorsuppliers.ProvidedirectemploymentandskillstrainingopportunitiestolocalIndigenouscommunities.

• LocalOwnership–EnsureIndigenouscommunitymembersownandderivedirectbenefitsfromtourismproductsandservices.

• DecentWork–Respectlaborrights,providesafeandsecureworkingenvironmentsforemployeesandensureminimumpaymentofalivingwage(whichisgenerallyhigherthanminimumwageandreflectiveoflocalcostsofliving),andofferopportunitiesforadvancement.

• CustomaryLawsandPractices–Understand,respect,andaccepttraditionalnorms,landownershiprights,andmanagementsystems.

• TraditionalKnowledge–Makeeveryefforttoensurethattraditionalknowledgeanditsrepresentations—includingartwork,crafts,ceremonies,rituals,performingartsandallintangibleassets—areprotectedfromcommercialexploitation.TouroperatorsshouldonlyuseIndigenouscommunities’traditionalknowledgewithfullcommunityconsent.

• ProtectionofCulturalHeritage–Ensurethattraditionallands,territories,sacredsites,andresourcesareusedwithcommunities’fullknowledgeandconsentandprotectedagainstexploitation.

• MonitoringandEvaluation–Travelcompaniesshouldensureaprocessisinplacetotracktheimpactsofthebusinessrelationshipinordertominimizepotentialnegativeoutcomesandensurepositiveresults.Also,ensureaprocessisinplaceforresolvingpotentialgrievances.


• CulturalInteraction–Promoterespectfulvisitor-hostinteractionsthatfostercross-culturalunderstandinganddon’tdisruptdailyroutines.

• CollaborativeInterpretation–EnsurethatallstorytellingandnarrativestoldaboutIndigenouscommunitiesareaccurateanddefinedandapprovedbytheIndigenouscommunityitself,withrespectandappreciationfortraditionallanguages.

• StewardshipofHeritage–Worktowardconservingnaturalandculturalresources,andassistIndigenouscommunitiestostewardandprotecttheseassets,whichformthebasisoftheirtourismbusinesses.

LarrakiaDeclarationontheDevelopmentofIndigenousTourism.GiventheongoingthreattoIndigenouscultureandresources,Indigenouspeoplesarealsoinvolvedindevelopingprinciplestoprotectthemselvesfromthepotentialdamagethatcanresultfromexpandedtourism.

ThefirstPacificAsiaIndigenousTourismConferencewasheldinDarwin,onthetraditionallandsoftheLarrakiapeopleinMarch2012.There,191delegatesfrom16countriesrepresentingIndigenouscommunities,governmentagencies,thetourismindustry,andsupportingbodies,resolvedtoadoptprinciplestoguidethedevelopmentofIndigenoustourismthroughthefollowingDeclaration.

• RecognisingthattheUnitedNationsDeclarationontheRightsofIndigenousPeoples,adoptedonthe13thSeptember2007,providesthefoundationforthisdeclaration.

• Recognisingthatwhilsttourismprovidesthestrongestdrivertorestore,protectandpromoteIndigenouscultures,ithasthepotentialtodiminishanddestroythosecultureswhenimproperlydeveloped.

• RecognisingthatastheworldbecomesincreasinglyhomogenousIndigenouscultureswillbecomeincreasinglyimportantfortourismto

ProtectingMétisCulturalPropertyOnOctober18,2018,MétisNationalCouncilPresidentClémentChartiercommentedonBillC-391,theAboriginalCulturalPropertyRepatriationAct.Henotedthattheprivatemember’sbillisagoodfirststepforCanadatoreconciletheseinjustices.“ItwillservetomakewayforIndigenouspeoplestoreclaimtheirculturalpropertyandtoguideallinvolvedinprocessesthatshouldultimatelymakeeveryonefeelthisistherightcourseofaction.”

“TherepatriationofAboriginalculturalpropertyisgoingtospeeduptheprocessofculturalrenewalforIndigenouspeoples,”saidChartier.“Butthereisalsoaneedtoensurethatrepatriatedculturalpropertyhasahomeorhomestoreturnto.Intoomanycases,theMétisNationdoesnothaveadequateresourcestoestablishmuseumsand/orculturalcentres.Thisisslowlychanging.TheManitobaMetisFederationonbehalfoftheMétisNationaftera20-yeareffortisinthefinalstagesofbeingabletoestablishaNationalMétisMuseuminWinnipeg,theformersiteoftheRedRiverMétisProvisionalGovernment.”


providedifferentiation,authenticityandtheenrichmentofvisitorexperiences.

• RecognisingthatforIndigenoustourismtobesuccessfulandsustainable,Indigenoustourismneedstobebasedontraditionalknowledge,culturesandpracticesanditmustcontributetothewellbeingofIndigenouscommunitiesandtheenvironment.

• RecognisingthatIndigenoustourismprovidesastrongvehicleforculturalunderstanding,socialinteractionandpeace.

• RecognisingthatuniversalIndigenousvaluesunderpinintergenerationalstewardshipofculturalresourcesandunderstanding,socialinteractionandpeace.

Itisherebyresolvedtoadoptthefollowingprinciples:

• Respectforcustomarylawandlore,landandwater,traditionalknowledge,traditionalculturalexpressions,culturalheritagethatwillunderpinalltourismdecisions.

• Indigenouscultureandthelandandwatersonwhichitisbased,willbeprotectedandpromotedthroughwell-managedtourismpracticesandappropriateinterpretation.

• IndigenouspeopleswilldeterminetheextentandnatureandorganizationalarrangementsfortheirparticipationintourismandthatgovernmentsandmultilateralagencieswillsupporttheempowermentofIndigenouspeople.

• ThatgovernmentshaveadutytoconsultandaccommodateIndigenouspeoplesbeforeundertakingdecisionsonpublicpolicyandprogramsdesignedtofosterthedevelopmentofIndigenoustourism.

• ThetourismindustrywillrespectIndigenousintellectualpropertyrights,culturesandtraditionalpractices,theneedforsustainableandequitablebusinesspartnershipsandthepropercareoftheenvironmentandcommunitiesthatsupportthem.

• ThatequitablepartnershipsbetweenthetourismindustryandIndigenouspeoplewillincludethesharingofculturalawarenessandskillsdevelopmentwhichsupportthewell-beingofcommunitiesandenableenhancementofindividuallivelihoods.

WorldIndigenousTourismAllianceThePacificAsiaIndigenousTourismConferencealsorecognizedthelaunchoftheWorldIndigenousTourismAlliancetofacilitate,advocate,andnetworkwitheachaffiliatedIndigenoustourismbodyandwithindustry,governmentsandmultilateralagencies.


• Purpose–ThepurposeofWINTAistoprovideaforumforIndigenouspeoplesseekingtodrawonandsharetheirtraditionalexperiencesanduniversalIndigenousvalues,toaddresstheneedforbalanceandharmonybothbetweendifferentpeoplesandbetweenpeopleandenvironment.

• Objectives–TheobjectivesofWINTAaretoprovideaglobalnetworkwhich:

• Facilitates–ThesharingofinformationandunderstandingbetweenIndigenouspeoplesonthesocial,environmentalandeconomicopportunitiesandissuesarisingfromtourismdevelopmentsglobally;

• Advocates–InsupportofIndigenouspeopleswishingtodevelopresponsestoissuesandopportunitiesarisingfromexistingandproposedtourismdevelopmentsandtrendsofglobalinterest;

• Networks–ToenableIndigenoustourismleaderstoparticipateinandcontributetointernationaltourismforums

• Goals–CreateandsupportaninternationalnetworkofIndigenousindividualsandgroupstocooperativelydevelopandimplementstrategiesfortheadvancementofIndigenoustourism.WorkcooperativelywithinthetourismindustryinwaysthatpromotepartnershipsandheightenedrespectforIndigenousbeliefsandpractices.


5.0 CANADA’SINDIGENOUSTOURISMSECTOR:ECONOMICIMPACTSThefollowingsectionprovidesacurrentstatisticaloverviewofthesizeandimpactoftheIndigenoustourismindustryinCanada.ThegraphsareexcerptedfromCanada’sIndigenousTourismSector:EconomicImpactsandInsights:ApresentationofresearchinprogresstotheITACInternationalIndigenousTourismConferenceinSaskatoon,October30,2018,byAdamFiser,PrincipalResearchAssociate,TheConferenceBoardofCanada.OverviewTheIndigenoustourismsectorhasgrownsubstantiallysince2014/15.KeydriversofGDPgrowthincludetravelservices-retail,gaming,andaccommodation.Theleaddriverofemploymentcontinuestoberecreationandoutdooractivities,especiallyinOntario,BritishColumbia,andQuebec.Intermsofregionaldiversity,Ontariocontinuestomaintainthelargestfootprint,followedbyBritishColumbia.In2015,thetopthreetourismsectorsforIndigenoustourismbusinesstypeswereoutdooradventure(21%),retail(20%),andaccommodations(18%).Ina2018survey,Indigenoustourismoperatorssaidthatwhiletheiroperationsarediverseinsizeandscope,theysharemanysimilarissuesandchallengestothoseofotherSMEsinCanada’stourismeconomy,especiallythoseinruralandremoteareas.Indigenousoperatorswanttogrow,butcapacityconstraintspresentobstacles,particularlyintermsoffinancialandhumanresourcelimitations.CulturallyappropriatetourismdevelopmentisapriorityformanyIndigenousoperators.Manyaremission-driventopromotelocalculturesandprotectheritage.Withregardtoissuesandchallenges,respondentsidentified:• Locallabourcapacity/training• Accesstocapital• Reputation/brand• Uncertaintyaboutregional/federaltourismstrategies• Developingauthenticculturalexperiences• Concernsaboutheritageandsacredsites• Ecologicalconcerns• Concernsaboutover-commercialization• Desiresformeaningfulvisitorexperiences

SizeofIndigenousTourismSectorThefollowingthreechartsshowtheoverallsizeofthesectorintermsofGrossDomesticProduct;theGDPimpactbyprovince;andtheGDPbytheindustrygroupsthatmakeupthesector,specifically:

• RecreationandOutdoorActivities• Gaming


7

Indigenous Tourism’s Economic Impacts

Regional VariationThese in-progress results are subject to revision

• Employment• GDP

-

2

4

6

8

10

12

14

ON BC QC SK AB NT NU MB YT NL NB NS PEI

Thou

sand

s

Employment

Employment (Peak)

$0

$100

$200

$300

$400

$500

$600

ON BC QC NT AB SK MB NL YT NB NS PEI

Milli

ons

GDP

GDP (Basic Prices)

• TravelServices-Retail• ArtsandHeritage• Accommodation• Transportation• FoodandBeverage• Other

4


Key Measures

• Businesses (135 export ready)

• Employment

• GDP

-

10,000

20,000

30,000

40,000

50,000

Direct employment (peak)

Employment

2015 2018

$0

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

Direct GDP

GDP

2015 2018

-

500

1,000

1,500

2,000

Businesses

Indigenous tourism businesses

2015 2018

DirectGDPImpactofIndigenousTourism(Canada2018)

DirectGDPImpactofIndigenousTourismbyProvince(Canada2018)

DirectGDPImpactofIndigenousTourismbyIndustryGroup(Canada2018)

6


Industry Groups• Travel Services - Retail

• Other

• Gaming

• Accommodation

• Recreation and Outdoor Activities

• Transportation

• Food and Beverage

• Arts and Heritage

$0

$100

$200

$300

$400

$500

$600

Travel S

ervice

s - R

etail

Other

Gaming

Accco

mmodati

on

Recrea

tion &

Outd

oor A

ctivit

ies

Transpo

rtatio

n

Food &

Bev

erage

Arts &

Heri

tage

Milli

ons

Direct GDP by Industry Groups


Thefollowingtables,whichprovideGDPimpactstatisticsfrom2014,areincludedtoprovideadditionaldetailandforcomparisontothemorerecentinformationfrom2018.ThetablesareexcerptedfromNationalAboriginalTourismResearch2015:EconomicImpactofAboriginalTourisminCanada2015,AboriginalTourismAssociationOfCanada(ATAC),O’NeilMarketing&Consulting.

Economic Impact of Aboriginal Tourism in Canada 2015 Sec. 8: Economic Impact

O’Neil / Williams / Morten / Kunin / Gan / Payer | 72

Exhibit 8-2: Direct Economic Impact of the Aboriginal Tourism Sector by Province / Territory, 2014

Province / Territory

Jobs (Full Time

Equivalence) Output GDP (Value Added) Wages and Salaries Taxes British Columbia 5,585 $542,266,364 $293,344,038 $187,689,318 $15,063,860

Alberta 1,640 $169,684,521 $94,770,293 $60,366,681 $4,157,582

Saskatchewan 2,076 $187,680,328 $94,538,101 $53,367,255 $5,871,198

Manitoba 919 $85,365,083 $47,110,653 $27,599,621 $3,061,267

Ontario 9,212 $921,343,581 $502,121,353 $301,440,539 $25,429,858

Quebec 3,568 $297,520,940 $172,965,040 $103,174,065 $2,682,732

New Brunswick 1,146 $94,321,114 $47,597,341 $30,726,892 $3,155,679

Prince Edward Island 246 $19,694,731 $10,129,871 $5,246,616 $527,802

Nova Scotia 755 $54,384,709 $33,379,479 $20,981,364 $1,588,677

Newfoundland/Labrador 882 $95,631,165 $43,052,973 $27,223,131 $2,029,460

Yukon 137 $17,952,365 $8,431,749 $4,739,756 $909,448

Northwest Territories* n/a n/a n/a n/a n/a

Nunavut 629 $164,832,995 $67,554,030 $47,672,317 $2,964,399

TOTAL 26,797 $2,650,677,897 $1,414,994,922 $870,227,557 $67,441,963

*At the time of publication, data was unavailable to determine the economic impact of Aboriginal tourism in the Northwest Territories.

SOURCE: O'Neil Marketing & Consulting



Exhibit 8-7: Economic Impacts of Aboriginal Tourism in Canada, 2014

Variables Direct Impact Simple (Direct and Indirect) Impacts

Total (Direct, Indirect and

Induced) Impacts

Employment (Full Year Equivalence) 26,797 35,063 40,180 Output $2.65 billion $3.77 billion $4.64 billion GDP (Value Added) $1.41 billion $2.04 billion $2.58 billion Wages and Salaries $0.87 billion $1.17 billion $1.36 billion Government Tax Revenue $67.4 million $101.7 million $145 million

*Excludes Northwest Territories, as insufficient data available at the time of report production. SOURCE: O’Neil Marketing & Consulting

EconomicImpactsofAboriginalTourisminCanada2014

DirectEconomicImpactsofAboriginalTourismbyProvince/Territory2014



Exhibit 8-4: Total (Direct, Indirect and Induced) Economic Impacts of the Aboriginal Tourism Sector by Province / Territory, 2014

Province / Territory Jobs

(Full Time Equivalence) Output GDP

(Value Added) Wages and Salaries Taxes British Columbia 8,443 $978,456,749 $561,433,614 $298,844,018 $30,223,495

Alberta 2,272 $296,020,401 $169,812,591 $92,821,569 $7,971,655

Saskatchewan 2,785 $300,634,558 $162,326,639 $80,748,117 $9,490,934

Manitoba 1,226 $130,226,259 $74,904,488 $38,614,358 $5,326,340

Ontario 14,044 $1,729,872,333 $957,410,568 $497,126,061 $63,211,888

Quebec 5,084 $526,130,129 $303,549,100 $157,079,790 $12,069,766

New Brunswick 1,549 $152,212,948 $80,037,134 $44,140,437 $5,509,317

Prince Edward Island 415 $29,168,316 $16,222,277 $7,710,929 $832,002

Nova Scotia 1,001 $90,417,277 $54,618,093 $29,342,205 $3,349,642

Newfoundland/Labrador 2,337 $158,042,799 $81,228,604 $45,257,839 $3,763,535

Yukon 180 $25,633,231 $13,304,973 $6,552,671 $1,045,119

Northwest Territories* n/a n/a n/a n/a n/a

Nunavut 844 $223,069,526 $104,268,597 $62,814,138 $2,296,438

TOTAL 40,180 $4,639,884,526 $2,579,116,679 $1,361,052,131 $145,090,129 *At the time of publication, data was unavailable to determine the economic impact of Aboriginal tourism in the Northwest Territories. SOURCE: O'Neil Marketing & Consulting

Direct,indirect,andinducedeconomicimpactsfromIndigenoustourismfor2014,includingjobs,byprovinceandterritory(Canada2014)



Industry Groups• Recreation and Outdoor

Activities

• Gaming

• Travel Services - Retail

• Arts and Heritage

• Accommodation

• Transportation

• Food and Beverage

• Other

- 1 2 3 4 5 6 7 8 9

Recrea

tion &

Outd

oor A

ctivit

ies

Gaming

Travel S

ervice

s - R

etail

Arts &

Heri

tage

Accco

mmodati

on

Transpo

rtatio

n

Food &

Bev

erage

Other

Thou

sand

s

Employment by Industry Groups

EmploymentintheIndigenousTourismSectorThefollowingthreegraphsshowthesizeofdirectemploymentintheIndigenoustourismsectorcirca2018;peakemploymentbyProvinceorTerritory;andemploymentbyindustrygroup.

4


Key Measures


• Employment

• GDP

-

10,000

20,000

30,000

40,000

50,000


Employment

2015 2018

$0

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

Direct GDP

GDP

2015 2018

-

500

1,000

1,500

2,000

Businesses


2015 2018

7


Regional VariationThese in-progress results are subject to revision

• Employment• GDP

-

2

4

6

8

10

12

14

ON BC QC SK AB NT NU MB YT NL NB NS PEI

Thou

sand

s

Employment

Employment (Peak)

$0

$100

$200

$300

$400

$500

$600

ON BC QC NT AB SK MB NL YT NB NS PEI

Milli

ons

GDP

GDP (Basic Prices)

TotaldirectemploymentinIndigenousTourism(Canada2018)

TotaldirectemploymentinIndigenousTourismbyProvince/Territory(Canada2018)

TotaldirectemploymentinIndigenousTourismbyIndustryGroup(Canada2018)


ThefollowingtablesshowtotaltourismjobsinCanadabyprovincefrom2007to2012andIndigenoustourismjobsbyprovinceandindustrygroupin2014.Theyareincludedtoprovideadditionaldetailandforcomparisontothemorerecentdatafrom2018.Thetablesshowthatapproximately2.2%oftourismjobsareintheIndigenoussector.



Exhibit 8-1: Total Number of Employed in Aboriginal Tourism Sector by Province / Territory, 2014

Province / Territory Transporta-

tion Accommoda-

tion Food &

Beverage Attraction1 Outdoor

Adventure1

Events & Conferences (Festivals &

Events) Casinos /Resorts

Travel Services -

Retail Other

Total in Province / Territory

British Columbia 150 703 432 960 1,600 690 150 920 1,325 6,930

Alberta 25 285 108 220 460 414 125 253 175 2,065

Saskatchewan 0 247 81 20 240 1,794 300 46 0 2,728

Manitoba 0 95 0 80 40 138 125 598 25 1,101

Ontario 775 1,330 1,890 760 1,540 1,104 100 3,059 550 11,108

Quebec 250 779 567 400 1,260 368 0 529 275 4,428

New Brunswick 0 38 459 80 0 644 75 138 25 1,459

Prince Edward Island 0 0 27 40 0 138 0 115 0 320

Nova Scotia 0 0 54 180 40 46 0 552 50 922

Newfoundland/Labrador 75 152 108 40 140 230 0 184 125 1,054

Yukon 6 100 20 40 27 5 0 18 0 216

Northwest Territories2 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a

Nunavut 298 356 32 5 26 5 0 43 15 781

TOTAL 1,579 4,085 3,778 2,824 5,373 5,576 875 6,455 2,565 33,112 1 Recreation and Entertainment 2 At the time of report production, there was insufficient data on Northwest Territories Aboriginal tourism. SOURCE: O'Neil Marketing & Consulting

TotalTourismJobsinCanadabyProvince/Territory,2007-2012(Canada)andtotaljobsintheeconomy

TotalJobsinIndigenousTourismbySectorandProvince/Territory,2014(Canada)



8.3 Analyzing the Economic Impact of Aboriginal Tourism

As shown in Exhibit 8-1, in total, the number of Aboriginal tourism jobs generated in the economy amounts to around 32,100 across all provinces. These include full-time and part-time jobs. By comparison, this is equivalent to 2.0% of all jobs in tourism industries in Canada (as shown in Exhibit 8-5). These approximate 32,100 jobs are equivalent to about 26,000 full-time jobs in the economy. Exhibit 8-5: Total Number of Jobs in Tourism Sector, Canada, Provinces and Territories, 2007 to 2012

(Thousands of Jobs)

Number of Jobs 2007 2008 2009 2010 2011 2012 Total tourism industries, Canada

1,544 1,551 1,547 1,573 1,595 1,619

British Columbia 267 261 264 282 282 287

Alberta 188 187 190 185 191 196

Saskatchewan 42 41 42 44 42 43

Manitoba 52 53 53 54 56 57

Ontario 563 573 571 572 587 591

Quebec 335 338 329 340 340 344

New Brunswick 28 28 29 27 26 27

Prince Edward Island 7 7 7 7 7 7

Nova Scotia 40 40 42 40 40 41

Newfoundland/Labrador 17 17 16 17 17 18

Yukon* 2 2 2 2 2 3 Northwest Territories * 3 3 3 3 3 3 Nunavut* 1 1 1 1 1 1

Total economy Canada59 17,099 17,378 17,080 17,385 17,683 17,851

Source: Statistics Canada, Provincial-Territorial Human Resource Module of the Tourism Satellite Account 2012 From Exhibit 8-1and Exhibit 8-5, each province’s and territory’s share of employment in Aboriginal employment and total tourism employment can be derived:60

• British Columbia (20.9% vs. 17.7%)

• Alberta (6.2% vs. 12.1%)

• Saskatchewan (8.2% vs. 2.7%)

• Manitoba (3.3% vs. 3.5%)

• Ontario (33.5% vs. 36.5%)

• Quebec (13.4% vs. 21.2%)

• New Brunswick (4.4% vs. 1.7%)

59 From Statistics Canada CANSIM table no. 383-0031, November 2013. 60 At the time this report is produced, no information on Northwest Territories is available and as such the provincial shares of employment in Aboriginal tourism total may yet to be revised.


ThisgraphshowsthatthegrowthofIndigenoustourismbusinessesfrom2015to2018.Ofthesebusinesses,135areconsidered“exportready.”IndigenousTourismAssociationOfCanada(ITAC)TheIndigenousTourismAssociationofCanada(ITAC)isakeyplayerinthedevelopmentofthetourismindustryforIndigenousentrepreneursandcommunities.InDecember2015,DestinationCanadasignedaMemorandumofAgreementwiththeITACtoworktogethertoadvanceIndigenoustourisminCanadathroughmarketingontheinternationalstage.ThisagreementwasthefirstformalmarketingpartnershipbetweenthefederaltourismmarketingorganizationandCanada’snationalIndigenoustourismorganization.TheITAChassetthefollowingtargetsandestablishedstrategiestoachievethem.MeasurableGoalstoAchieveby2021• Indigenoustourismrevenues:Increaserevenuesby$300millionby2021,from$1.4

billioninannualCanadianGDPin2015.• Indigenoustourismjobs:Increasethenumberofjobsto40,233by2021from

33,100jobsin2015• Indigenoustourismbusinesses:Increasethenumberofexport-readyexperiencesby

50by2021;approximately80Indigenoustourismexperiences,festivalandeventswereexport-readyin2015,outofathe1,527IndigenoustourismbusinessesoperatinginCanada.

• FinancialsustainabilityandstabilityofITAC:Maintainanaverageof$2.6millioninannualfundingfrom2016to2021,foratotalof$13millionover5yearsinvestedinfourkeystrategiccategories.

StrategicPillarsITAChasfourstrategiccategoriesorpillarsdesignedtoreflectcurrent,relevantresearch,buildonindustryknowledge,anddeliveronITACtargets.Eachpillarhasmultipleobjectives.

4


Key Measures


• Employment

• GDP

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10,000

20,000

30,000

40,000

50,000


Employment

2015 2018

$0

$500,000,000

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GDP

2015 2018

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2015 2018

NumberofIndigenousTourismBusinesses(Canada)


DevelopmentITACsaysitwillencourageproductdevelopmentandinvestmentinCanadianIndigenoustourismassetsandproductstoremaincompetitiveinternationally.Long-term,strategicinvestmentsanddevelopmentwillallowtheIndigenoustourismindustrytocapitalizeonthefullextentofourindustry’sinherentadvantages.Thiswillcreatehighquality,meaningfulandenrichingexperiencesthattravelersseek.ITACwillfosteranadequatesupplyofskillsandlabourthatcandeliverqualityserviceandexceptionalhospitalitytoenhancevisitorexperiences.VisitorsaretypicallydeeplytouchedbytheirIndigenoustourismexperiencebecauseofmeaningfulpersonalcontact.AcultureofserviceandhospitalityiscriticaltothecompetitivenessoftheIndigenoustourismsector.Objectivesunderthispillarare:

• Increasenumberofexport-readyexperiences‘certifiedauthentic’byITAC;

• Includeannualrecertificationtoassureconsumersandtraveltradethatstandardsarebeingmetandrespected;

• ProvideassistanceandsupportforworkshopsandadvisoryservicesforIndigenoustourismbusinessestoattainandmaintainexport-readystatus;

• Provideincentivetoachieveexport-readystatus(i.e.:marketingsupport);

• Wherepossible,connectIndigenousbusinessownerstobusinesscapital.

• Education/Trainingincludingguidelines,tool-kitsandstandards,bestpracticesandcasestudies;

• Partnerwithprovinces/territoriesonimplementationsystemsincludinginstructionalguides,‘trainthetrainer’workshops,conferencesandB2Bmentoringsupport;

• Connectmembersto:staffcapacitydevelopmentservices,meaningfulresearch;

• Concentrateonleadershipandbusinessskills,customerservice,tourismindustryknowledge,andculturalprotocols;

• Fosteranadequatesupplyofskillsandlabourtoenhancevisitorexperiencesthroughqualityserviceandhospitality.

• RespondstoopportunitiesidentifiedintheNationalAboriginalTourismResearchProject:ProductdevelopmentiscriticaltosecuringgreatertraveltradeinterestandpartnershipswithIndigenoustourism,andforbuildingconfidencewithintheIndigenouscommunity;

• Meetconsumerdemandthroughenhancedproductdevelopmentcreatingexperiencesthatareauthentic,uniqueandengaging.Thesecanbepairedwithwilderness,nature-basedsoftorhardadventures,food,artsandculture;

• Workcollaborativelyondestination,businessandproductdevelopmentwithotherIndigenoustourismbusinessesandthetourismindustry;


• ProvidedirectiontoIndigenoustourismoperatorsstrugglingtoachieve/maintainmarket/exportreadinessstandards;

• SupporteffortstobuildaqualifiedIndigenoustourismworkforce.

MarketingInpartnershipwithprovincial,regionalandmunicipaldestinationmarketingorganizationsandthetourismindustry,DestinationCanada(DC),formerlytheCanadianTourismCommission,leadsmarketinginitiativesaroundtheworldthatinspirevisitorstoexploreCanada.DCfocusesonconsumermarketsegmentswiththehighestpotentialforreturnoninvestmentinkeyforeignmarkets.MarketsparticularlyimportantforIndigenoustourismasidentifiedbyDCincludeCanada,Australia,China,France,Germany,Japan,theU.KandtheU.S.InDecember2015,theIndigenousTourismAssociationofCanadaandDestinationCanadasignedaMemorandumofAgreementwiththeintentoffurthergrowingandleveragingtheopportunityfortheAboriginalculturaltourismsectortoprovideemployment,culturalrevitalizationandeconomicbenefitsforcommunitiesandentrepreneurs.WorkingtogetherITACandDCwillplayacriticalroleingeneratingdemandforCanada’svisitoreconomy,forthebenefitofthelargerIndigenousandCanadiantourismeconomy.ThefocuswillbetosustainaprofitabletourismindustrybygrowingtourismexportrevenueforCanada.ThisisaccomplishedthroughDC’scorebusinessofmarketingCanadaasatourismdestinationabroadandgeneratingdemandforCanadiantourismproductinordertobringnewdollarsintothecountry.ThisrevenuehelpssupportjobsandrevenueforCanadiantourismbusinessesandtheGovernmentofCanada.Thefive-yearstrategicpartnershipplanbetweenITACandDCidentifiestwokeyobjectivesandtheinitiativesandactivitiestoattainthem.

• JointmarketingprogrambetweenITACandDestinationCanada.• MarketingwhereCanada’sTourismBrandLeads

TomovetargettravellersclosertobookingCanada,DCpracticesaglobalmarketingapproachthatcommunicatesthe‘CanadaKeepExploring’branduniformlyacrossalltheirmarketsandconsumertouchpoints.DCdeploysamixofconsumerdirectadvertisingandcontentmarketing,mediarelations,socialmedia,andtraveltradesalesandeducationineachmarketwhichistailoredtoaccommodateregionalnuances.Incombination,thesechannelsconnectemotionallywithtravellerstocommunicatetheessenceofwhatexploringinCanadacouldlookandfeellike,andtherebyincreasethelikelihoodofvisitingCanadaandseekingoutIndigenoustourismexperiences.


KeyareasoffocusfortheITACinclude:

• Focusonhigh-value,targetedmarketingandsaleseffortsincoreandemergingmarkets;

• Advanceawarenesswithconsumers,traveltradeandkeytourismorganizations;

• AlignandpartnerwithDestinationCanada(DC)including:mediaandmarketing,targetmarkets,research,co-opprograms,industryevents,traveltrade,digitalassetsanddigitalchannels;

• DevelopanddelivermarketingcommunicationswithmessagingrelatingtopositivecommunityandculturalimpactsofIndigenoustourism.

• RespondstoopportunitiesidentifiedintheNationalAboriginalTourismResearchProject:

• IncreasedemandthroughmarketingthatraisesawarenessofIndigenoustourisminCanada,andconvertsinteresttovisitation;

• Increasepresenceattransportationgateways,suchasairportsandmajorroads.

DestinationCanadaandtheIndigenousTourismAssociationofCanadawillworktogethertoencouragesmallandmediumsizedenterprises(SMEs)tobeexportdriven.MarketingCanadainternationallyrequiresacollaborativeeffort.Thistranslatesintoprovidingtourismbusinesseswiththetoolsandresourcestoeffectivelyandefficientlybringtheirexperiencestointernationalmarkets.RecognizingthatmanyofCanada’stourismbusinesses,particularlySMEs,donothavetheresourcesneededtoreachlucrativeinternationalmarkets,DestinationCanadawillmakeavailablearangeofprogramswhicharedesignedtomeettheirmarketingandsalesgoals.Theseprogramsandtoolsgivedestinationmarketersandtourismbusinessesalikeacompetitiveadvantageinacrowdedmarketplace,andcanbedeliveredefficientlyandeffectivelybyatourismmarketingorganizationthatholdsnationalleadershipandinternationalreach.LeadershipUndertheleadershippillar,ITACwillpursue:

• Representationwithanationalmandate,supportregional/provincial/territorialinitiativesandassociationsasappropriate;

• Developadvocacykeymessaginganddeliverychannelstoachievemaximumimpact;

• BuildsupportforIndigenoustourismwithintheleadershipoflocalcommunitiestogrowtheircommitmenttotraininganddevelopment;

• Establishsystemsandtechniquesforlong-termfinancialsustainabilityofITAC;


• AssistwithestablishingandevolvingprovincialandterritorialIndigenoustourismorganizationswherepossible;

• Deliverfive-yearorganizationalplanforITACstaffandcontractedsupporttofulfillkeytactics,programsandactionstodrivekeyperformanceindicators.RespondstoopportunitiesidentifiedintheNationalAboriginalTourismResearchProject:EstablishleadershipandacoordinatedapproachsupportingIndigenoustourisminCanada;

• Enhancelivelihoodfortourismbusinessesandlocaltourismeconomiesthroughbuildingsupportfromcommunitiesandestablishingstrongindustryassociations;

• Supportprovinces/territoriestodevelopcoordinatedIndigenoustourisminitiatives,helpcreateprovincial/territorialIndigenoustourismorganizationswherepossible.

PartnershipUnderthepartnershippillarITACwill:

• Developandsolidifymutuallybeneficiallong-termindustrypartnershipswith:Othernon-Indigenoustourismbusinesses;Tourismassociations(federal,provincial,sector);Governmentministriesandagencies;

• Establisheffectiveandbroadnetworkswithindustryleadersusingregularopportunitiesforcommunicationsandsharingthroughnetworkingevents,committees,boards,memberships,andworkingtogether;

• EstablishmemberengagementandsupportofITACusingaprovincial/territorial/regionalapproach;

• FostercollaborationamongstITACmemberstoshare,learnandpartner;

• Demonstratevalueto:Indigenoustourismentrepreneurs,provincesandterritoriesandpartners/funders;RespondstoopportunitiesidentifiedintheNationalAboriginalTourismResearchProject:Improvecompetitivenessthroughenhancedbusinessdevelopmentwithmainstreamtourismbusinesses/associationsandnetworkdevelopmentwithindustryleaders;

• Growpartnersupport(funding,businessrelationships);

• BuildavenuestocollaborationbetweenIndigenoustourismoperators.


6.0 UNDERSTANDINGTHEINTERNATIONALMARKETOPPORTUNITYFORINDIGENOUSTOURISMINCANADATheIndigenousTourismAssociationofCanadaandDestinationCanadahaveundertakenasurveyofmultiplepotentialmarketsforIndigenoustourismactivitiesinCanada.TheseshowconsiderableinterestinIndigenouscultureaspartoftheCanadiantourismexperience.ITACisworkingtohelpIndigenoustourismoperatorstobecome“exportready”sothattheyarewellpreparedtoservethesevisitors.Thefollowing“marketsnapshots”areexcerptedfrom2019MarketSnapshots:UnderstandingtheOpportunityforIndigenousTourismBusinessinCanada,IndigenousTourismAssociationofCanadaandDestinationCanada.TheygiveageneralideaofthelevelofinterestinIndigenoustourisminarangeofmarkets,includingthesizeofthepotentialmarket.AustraliaMarketSnapshot–AustraliantravellersaremostinterestedinvisitingBritishColumbia,Ontario,andAlberta,drawnbythemajorcities,popularskilocations,andiconicnaturalattractions.Theyaremostlikelytovisitmorethanoneprovinceduringtheirtrip.Appealingactivitiesinclude“IncomparableCulture&Heritage.”

• Outof46activities,interestin“Exploringaboriginalculture,traditionsorhistory”ranked#23

• 16%oftravellersinthepast3yearstookpartinanIndigenousexperience• 28%ofmarketinterestedinIndigenousculturalexperiences• ImmediatepotentialforIndigenoustourisminthenext2years:746,000

ChinaMarketSnapshot–ChinesetravellersaremostlikelytovisitBritishColumbiaandOntarioduringtheirvisits,andaremorelikelytovisitmultipleprovincesduringtheirtrip.Appealingactivitiesinclude“IncomparableCulture&Heritage.”


• 27%oftravellersinthepast3yearstookpartinanIndigenousexperience• 35%ofmarketinterestedinIndigenousculturalexperiences• ImmediatepotentialforIndigenoustourisminthenext2years:3,825,500

JapanMarketSnapshot–JapanesetravellersshowincreasedinteresttovisittheWesternProvinces.




FranceMarketSnapshot–StronginterestinIncomparableCulture&Heritage,includingIndigenousandEuropeanhistorywithaFrenchinfluence.TheyarelikelytohaveaspecialinterestinMétishistoryandcultureduetothe“Frenchconnection”.



SouthKoreanMarketSnapshot



GermanyMarketSnapshot



UnitedKingdomMarketSnapshot



IndiaMarketSnapshot



MexicoMarketSnapshot




DomesticMarketSnapshot• Outof46activities,interestin“Exploringaboriginalculture,traditionsor

history”ranked#25• 9%oftravellersinthepast3yearstookpartinanIndigenousexperience• 27%ofmarketinterestedinIndigenousculturalexperiences• ImmediatepotentialforIndigenoustourisminthenext2years:2,584,000

USMarketSnapshot


• 18%oftravellersinthepast3yearsthattookpartinanIndigenousexperience• 33%ofmarketinterestedinIndigenousculturalexperiences• immediatepotentialforIndigenoustourisminthenext2years:17,493,500

FocusontheUSMarket:AmericanTourists’InterestinCanadaAsidefromthedomesticmarket,theUnitedStatesisthelargestpotentialmarketforIndigenoustourisminCanada.ThefollowingoffersamoredetailedlookattheinterestAmerican’shaveinCanada’sIndigenoustourismofferings.ForAmericans,authenticityappearstobeaprimaryfactorwhenconsideringIndigenoustourismexperiences.Forparticipantsinthisstudy,thatmeans:

• One-on-oneinteractionwithIndigenouspeople,insmall,intimategroups• Learningaboutcultures,traditions,arts,food,storytelling,andhistorythrough

activeparticipation• Connectiontonatureandtheenvironment• Adventure,bothphysicalandmental• Uniqueexperiences

Commercialized,highlystagedandpassiveexperiencesandpositioningaretobeavoided.Beingaspectatororexperiencingsomethingthatishighlystagedisnotofinterest.Manycomplainedofexperiencesthataretoo“touristy”,lackagenuinequality,andtypicallydon’trepresentthelevelofintellectualstimulationtheywantwhentravelling.Visitorsvalueafeelingthatthecultureisauthenticallyrepresented,visitorsareactivelyengaged,anditisnothighlycommercialormoney-driven.TheassessmentofauthenticityisconnectedtomajorchallengesfortheIndigenoustourismindustryinCanada,includingtheideathatmanyUStravellersexpressaperceptionofIndigenousculturesassomehowseparatefromthemodernworldthattheyarefamiliarwith,andusethisasatouchstoneforgaugingauthenticity.ThissometimesleadstodoubtsastowhetherornottrulyauthenticIndigenoustourismexperiencesareevenpossibletoday.


Abigpartofthisviewhastodowithmoderntechnology.FormanyUStravellersthereisasensethatatrulyauthenticIndigenouscultureshouldexistinaworldfreefromthetechnologythatsaturatestheirday-to-daylives.TheyimaginethatIndigenouspeoplelive“off-the-grid”,andexpectthatvisitorswoulddothesameifparticipatinginanauthenticIndigenoustourismexperience.AgeneralfindingwiththeUStravellerisalove-haterelationshipwithtechnologyandtheirphones.Theywanttounplugandhavea“mediadetox”,buttheyalsocan’tleavetheirphonesbehind.Indigenousculturalexperiencestendtobebookedasanadd-onwhenthetravellerisalreadyatadestination,sometimesserendipitouslyandsometimesafterspecificallylookingaroundforit,orareincludedinatripsimplybecausetheywereonepartofapre-bookedpackage.Thisisatleastinpartbecausetheyfeelanauthenticexperiencewouldn’tbeadvertisedorbookedonline.Asmentioned,authenticityisaprimaryfactorinAmerican’sdecision-makingwhenconsideringIndigenousexperiences,butthey’renotentirelysurewhat“authentic”reallymeansinthiscontext.Whatdoesthismeansforindustry?

• EnsurethattheculturebeingrepresentedinanIndigenoustourismexperienceisalwayssharedingenuineandaccurateway.Businessesshouldtellthestoryoftheircommunity’sconnectionwiththelandinthisgeographicregion,bothhistoricallyandcurrently,andhowthatisrepresentedthroughthisparticulartourismexperience.Thismayhelpvisitorsfeelanauthenticconnectionwiththecommunitytheyarevisiting,andbetterunderstandhowIndigenouspeoplethriveinamodernsocietywhilestillmaintainingtiestoancientculturaltraditions.

• Strivetouseaccuratelanguageindescriptioncopy,includingcommunityornationname.Itmayalsobehelpfultoprovidephoneticspellingwhereappropriate.

• Focuscommunicationsthroughmore“organic”channels,whichallowforamorepersonallevelofconnectionwithconsumers,suchassocialmediaandtravelblogs,ratherthanmorecommercialadvertising.Americanssaytheyperceiveexperiencestobemoreauthenticwhentheycan“learnbydoing”.Whatthismeansforindustryismorehands-ontourismexperiences.Focusonvisitorlearningthroughactiveparticipation,insmall,intimategroups.Experiencesshouldbeinteraction-focused,offeringtheopportunityforgenuineconnectionswithpeopleandwithnature.Avoidhighlystaged,passiveexperiences.

WhileAmericansareinterestedinexploringIndigenoustourismexperiencesinCanada,theiroverallawarenessandunderstandingofCanadaingeneralandtheIndigenoustourismindustryinparticularareverylow.Whatthismeansforindustryis:

• Don’tassumeAmericantravellersknowmuchaboutCanada,letaloneyour


community.Provideasmuchinformationaspossible.

• Developanduseaconsistentvocabularyinallmarketing,communications,productpositioning,etc.Businessesshouldveryclearlyself-describe.ThiswillhelpconsumerstobetterunderstandwhotheIndigenouspeoplesinCanadaare,andhowtotalkaboutIndigenoustourismexperienceswhensharingwithfriends.

AmericanstendtobookIndigenoustourismexperiencesasanadd-onwhentheyarealreadyatadestination,orasonepartofapre-bookedpackage.Whatthismeansforindustry:

• Therearetwokeyinterventionpoints:increasingconsumerawarenesswhentheyarethinkingaboutwheretogoonvacation,andimprovingindustryknowledgeandadvocacyatlocaldestinations.

• Workcloselywiththetraveltrade–educateandcollaboratetomaximizetheirinfluence.Thismayincludeprovidingresourcessuchasphotosformarketingmaterials,geographicalinformation,etc.BusinessesmayrefertoDestinationCanada’sExport-ReadyCriteriaformoredetailedguidelinesonhowtobestworkwiththetraveltrade.

• Workcloselywithdestinationmarketingorganizationstopromotelocalawarenessanddeterminethebestwayforbusinessestofitintolargeritineraries.

ForAmericans,agreatIndigenoustourismexperienceisreallypersonalandspecial,andcantransformavacationfromordinarytoextraordinary.Whatthismeansforindustry:

• Positionproductsasahighlypersonalexperienceratherthanamass-producedone.Theyshouldbeinteraction-focused,offeringtheopportunityforgenuineconnectionswithpeopleandwithnature.Thiswillalsohelpwithperceptionsofauthenticity.

• Positionproductsasa“must-do”experienceinCanadathatwillofferthetravelleradifferentperspectiveonadestinationthattheywouldn’tseeotherwise.

Whentheytravel,Americansarelookingforreallyuniqueexperiencesthatcan’tjustbefoundanywhere.Whatthismeansforindustry:

• PositionIndigenoustourismproductsinCanadaasuniqueexperiencesthatcouldn’tbefoundanywhereelse,andthatan“average”tourismexperiencewouldn’tprovide.

• HighlighttheuniquenessoftheIndigenousculturebeingsharedthrougheachproduct,andthevarietyofuniqueculturesacrossCanada.Thiscanbehighlightedwhenpresentingindividualproductsoringeneralmarketing.


7.0 INDIGENOUSTOURISMBYPROVINCE

ThefollowingsectionisasummaryofCanadianIndigenoustourismactivitiesinthefivewesternmostprovinces,thoseassociatedwiththeMétishomeland.TheresearchisfromtheAboriginalTourismAssociationofCanada’s,NationalAboriginalTourismResearchProject2015.ResearchforManitobaandSaskatchewanhasbeencombinedtoproduceregionalresults.BritishColumbiaBChasalonghistoryofover20yearsworkingcloselywithIndigenoustourismleadersindevelopingtheIndigenoustourismindustrywiththeFirstNationsTourismAssociationintheearly1990s,andthenin1997withtheformationoftheAboriginalTourismAssociationofBritishColumbia(AtBC).AtBCbecomeaworldleaderinAboriginaltourismdevelopmentandhascrediteditssuccesswithitsstrategicpartnershipswiththeDestinationBC,GovernmentofBritishColumbia,andCanada,alongwiththeBCtourismindustry,andongoingcommunicationwithFirstNationsandIndigenousoperators.TheorganizationisnowcalledIndigenousTourismBCBCishometoone-thirdoftheFirstNationsinCanada(198)andhasthesecondlargestIndigenouspopulation(232,290).In2014,therewere301Indigenous-ownedtourismbusinessesinBC,whichwas20%ofallIndigenoustourismbusinessesinCanada,plus8Indigenous-themedpublic(government-owned)facilities.Almostathirdofbusinesseswereoutdoorandadventure,16%wereattractions,13%wereretail,and12%wereaccommodations.Experiencesaregenerallylocatedwherethereisastrongtourismbase,suchasVancouverIslandandtheOkanagan,andoftenareinterpretiveandsportingactivities.InBC,4.3%oftourismbusinesseswereIndigenoustourism.TheseIndigenous-ownedbusinessesgeneratedtotaleconomicimpacts(direct,indirect,induced)exceeding$978millioninoutput(equivalenttoGDPof$561million).Thisresultedin8,443full-timeequivalentjobs(FTE),nearly$299millioninwagesandsalaries,andover$30millionintaxrevenue.Indigenoustourismemploymentwasestimatedat6,930.AsaleaderinIndigenoustourism,AtBCdevelopedandimplementedtheAtBCBlueprintStrategystartingin2002thatleadtoIndigenoustourismhavingahighprofileinthe2010WinterOlympics.TheBlueprintStrategyrevealedground-breakinginformationabouttheIndigenoustourismvisitor(NativeInterestVisitor).ThisvisitorisalucrativemarkettoBC’stourismindustrystayinganaverageof13days,withpartof3daysparticipatinginIndigenousculturaltourism,andaswellthatvisitorswhoparticipateinIndigenousculturaltourismspendmorepertripthanothervisitors.Consequently,DestinationBChighlightedthesefactsintheir2014tourismsectorprofile.FollowingtheimplementationoftheBlueprintStrategy,AtBCcommissionedanauditof


theplanactivities.Thereviewrevealedthefollowing.

• TheaverageIndigenoustourismincidencelevelwas22%in2010,69%greaterthanlevelsin2006.

• ThenumberofovernightvisitstoBritishColumbia,whichincludedsomeformofIndigenousculturaltourism,increasedbyanestimated97%between2006and2010toapproximately3.7millionvisits,almostdoublethe2006level.

• Overall,overnightvisitorsspentanestimated$40milliononIndigenoustourismrelatedtripsinBCin2010.Thisrepresentedadoublingof2006levels.

• In2010,taxesfromIndigenoustouristrelatedspendingwereabout$11.3million.

• Anestimated2,900FTEemployeescomprisedtheIndigenoustourismbusinessesworkforcein2012,representinganoverallincreaseof66%over2006levels.

AlbertaAlberta,likeBritishColumbia,oncehadtwoestablishedregionalAboriginaltourismAssociations(RATAs)inthe1990s–onefocusedprovinciallybeingtheNiitsitapiTourismSocietyofAlberta,andalocalizedonecalledtheAboriginalTourismAuthorityofAlbertafocusedonacollectiveofFirstNationsandtheirtourismventures.However,itwasnotlongbeforebothceasedoperationsduetoalackoffundingsupport.In2018,theprovincialgovernmentcreatedIndigenousTourismAlberta.AlbertahasanIndigenouspopulationofover220,000andishometo48FirstNationsandaprominentMétiscommunity.TheMétiscommunityhasastrongpresenceandrepresentationinmanyIndigenoustourismandothereconomicinitiatives.In2014,therewere86Indigenous-ownedtourismbusinessesinAlberta,andanadditional54wereIndigenous-themedpublic(government-owned)facilities.Thesebusinessesrepresented6%ofallIndigenoustourismbusinessesinCanada,and4.2%oftourismbusinessesinAlberta.TogetherIndigenoustourismgeneratedover$296millionineconomicoutputandnearly$170millionofGDP.Further,Indigenoustourismcreated2,272jobs(full-timeequivalent),generatingnearly$93millioninwagesandsalaries,andalmost$8millionintaxrevenue.Directly,anestimated2,065peoplewereemployedinIndigenoustourism.IntermsofopportunitiesforIndigenoustourisminAlberta,a2013studyofurbanAlbertansparticipationinruralvacationexperiences(inAlberta)foundthatpotentialexiststodrawvisitorstoIndigenousexperiences,althoughIndigenoustourismisstillconsideredanicheproduct.Inadditiontoopportunities,a2010analysisconductedforIndigenoustourisminAlbertaidentifieddevelopmentbarriersthatincludedaccesstofunding,limitedawarenessoftheIndigenoustourismindustryinAlberta,capacityissues,andsocialissues.


Prairies‒SaskatchewanandManitobaTheIndigenouspopulationinSaskatchewanandManitobaexceeds350,000people(158,000inSaskatchewan,and196,000inManitoba),whichrepresentsaquarter(25.2%)oftheIndigenouspopulationinCanada.Saskatchewanhas70FirstNations,andManitobahas63FirstNations.Winnipeg,ManitobaalsohasthehighesturbanIndigenouspopulation.TheMétisNationismostvisibleinthesetwoprovinces,bothofwhichhaveimportantMétistourismsites.Aboriginaltourismintheseprovinceshadakickstartinthe1990swhenSaskatchewanandManitobaeachestablishedaprovincially-focusedIndigenoustourismorganization;andaswithmostotherregions,thesetwoorganizationswereclosedduetolackofresources.Currently,therearenoregionalorganizationsproposed,andcurrentlythereisaperceivedlackofawarenessandsupportforIndigenoustourismintheseprovinces.In2003,followingthedemiseoftheManitobaAboriginalTourismAssociation,theGovernmentofManitobacompletedthefirstphaseofanIndigenoustourismstrategy.TheprovincialtourismorganizationsincludeIndigenoustourismwithintheirwebpages.Thisregionin2014has126Indigenous-ownedtourismbusinessesinthePrairies(ManitobaandSaskatchewan)plus68Indigenous-themedpublic(government-owned)facilitiesin2014.Theserepresented14%ofallIndigenoustourismbusinessesinCanada.Theygeneratedanestimated4,011jobs(full-timeequivalent),resultinginover$430millionofeconomicoutputand$237millionofGDP.Furthertherewas$119millionofwagesandsalariesgenerated,and$14.8millionoftaxrevenue.Indigenoustourismemployedanestimated3,829workers.OntarioInthe1990’sthereweretwoIndigenoustourismassociationsinOntario:theNorthernOntarioNativeTourismAssociation(NONTA)andAboriginalTourismAssociationofSouthernOntario(ATASO).Theyservedtheprovinces139FirstNationsandover300,000Aboriginalpeople.However,bothorganizationsclosedin2000duetolackoffunding.Currently,IndigenousTourismOntarioIndigenousTourismOntario(ITO)istheprovince’sonlydedicatedIndigenoustourismorganizationthatfocusesonunitingcommunities,Indigenousorganizations,andindustryleaderstosupportthegrowthofIndigenoustourisminOntario.ThroughproductdevelopmentandmarketingofauthenticIndigenousexperiences,ITOestablishesaplatformforIndigenousculturalexpressionandpreservationthroughtourism.Ontario’spresenceinIndigenoustourismissubstantial,havingthegreatestnumberofIndigenoustourismbusinesses(479),31%ofallAboriginaltourismbusinessesinCanada.Thiswasupfromthe26%in2001.Themajority(469)wereIndigenous-owned,while10wereAboriginalthemedpublic(government-owned)facilities.Thesebusinessescreatedtotaleconomicimpactsof14,044jobs(full-timeequivalent),


equatingto$1.7billioninoutputand$957millionofGDP.Ofthis,$497millionwaspaidinwagesandsalariesover$63millionintaxrevenuegenerated.DirectemploymentbytheseIndigenous.ownedtourismbusinesseswas11,108.ThreeinitiativeshavecontinuedtomoveIndigenoustourismforwardinOntario.Theseare:1)inOttawa,anurbanAboriginalculturalattractioncalledAboriginalExperiencesthatoffersperformances,foods,andcoordinatesamajorfestival;2)headquarteredonManitoulinIsland,theGreatSpiritCircleTouroffersnature-based,cultural,eco-tourism,andeducationaltours;and3)SixNationsTourismAssociation(underSixNationsEconomicDevelopment)thatpromotesandfacilitatestourismdevelopmentinSixNationtraditionallandsIn2010theOntarioTourismMarketingPartnershipCorporation(OTMP)summarizedinformationaboutCanadiansthatincludedIndigenouseventsintheirtrips.Amonganumberoffindings,Ontarioexperiencedthehighest(ofallprovinces)numberoftripsthatincludedattendinganIndigenousevent(208K)byCanadians.Thisequalsaboutone-thirdofallIndigenouseventattendanceinCanada.AfewOntariostudiesonIndigenoustourismilluminatedtheAboriginaltourismvisitor.A2012studyofOntario’skeymarkets(Ontario,Quebec,ManitobaandtheUSA)foundthatonly2%oftravelersexperiencedIndigenousculturewhiletravellingthatyear.Virtuallynoneofthosetravelersindicateditwasthemainreasonfortheirtrip.In2014,theGreatSpiritTrailCircleconductedasurveyofIndigenoustourismbusinessesinnorthernOntario.Keyfindingsarelistedbelow.

• 67%ofbusinessesbelievedreceivingsupportfromanIndigenoustourismassociationprovidesvalue.

• 91%believetheyareNOTmarket-ready,andonlyasmallproportionbelievedtheywerereadytodobusinesswithnational(16%)orinternational(11%)markets.

• About22%ofbusinessesfullyunderstandtheroleofreceptivetouroperators,44%repliedthey‘somewhat’understandtherole.

• Underhalf(44%)ofbusinesseswereabletoprovidepricingandprogramdetailsatleast6monthsinadvance.

• Tobecomemarket-ready,businessesfelttheyneededthesupportinmarketing(34%),findingqualifiedstaff(31%),trainingandbusinessdevelopment(30%)orotherareas(4%).

• Themajorityofbusinessesareverysmalloperatorsandemploy1-2staff(48%)or2-4staff(9%),although27%employedmorethaneightstaff.

• About67%ofbusinessesoperatedformorethan5years,21%were1-2yearsold,while12%were3-5yearsold.


• Thetop5challengestobeingcompetitivewere:marketing/funding(21%),traveldistances(15%),pricing(9%),services(9%),andskilledworkforce(9%).

• AthirdofbusinessesbelievedpartnershipswithotherIndigenousbusinesseswouldhelpgrowtheirbusiness,whilefewerbelievedpartnershipswithfinancingorganizations(19%),marketingorganizations(13%),andtouroperators(9%)wouldhelpgrowtheirbusiness.

• Thetop4trainingandemploymentprogramsthatwouldmostbenefittourismbusinesseswerecustomerservice(24%),businesssupport(16%),management(11%)andheritage/land(11%).

IndigenoustourismbusinesslocationsinWesternCanada

Economic Impact of Aboriginal Tourism in Canada 2015 Sec. 6: Aboriginal/Indigenous Tourism


The top three tourism sectors for Aboriginal tourism are: Outdoor Adventure (20.9%) which is one-fifth of the experiences; followed by Retail (19.7%) which includes art galleries, gift shops and gas stations (which serve visitor markets, not primarily locals); and, Accommodations (17.5%). While some provinces and territories show a decrease in the number of businesses since 1997, these changes may be attributed to: 1) the regional organization not maintaining Aboriginal tourism inventory lists; and, 2) differ by regional discrepancies in what businesses and sectors are recognized as Aboriginal tourism (e.g., regions often did not collect information on festivals and events, gift shops/galleries, and travel support such as gas stations). The following maps illustrate where the Aboriginal tourism businesses are located in each region. Often the businesses are located near major centers, gateways or corridors (e.g., roads), or on the coast. Exhibit 6-5: Western Canada Aboriginal Tourism Business Locations

SOURCE: ATAC National Aboriginal Tourism Research Aboriginal Tourism Operator Inventory 2014

Indigenoustourism:Overnightvisitorvolumesbyinternationalmarketbyprovince

Economic Impact of Aboriginal Tourism in Canada 2015 Sec. 5: Global Tourism Industry


much higher shares of domestic trips than international visitors. Similarly, Manitoba, Newfoundland/Labrador, Nova Scotia and Saskatchewan had slightly higher shares of domestic trips than international visitors. Exhibit 5-2: Overnight Visitor Volume by International Market13,14

Domestic Trips International Visitors

2013 (000’s)1 % of Total 2013 (000’s)2 % of Total

Alberta 12,359 11% 884 5% British Columbia 14,682 13% 4,417 27% Manitoba 3,481 3% 208 1% New Brunswick 2,340 2% 366 2% Newfoundland/Labrador 1,561 1% 52 0% Nova Scotia 3,273 3% 191 1% Ontario 42,763 39% 7,774 47% Prince Edward Island 572 1% 2 0% Quebec 26,566 24% 2,438 15% Saskatchewan 4,683 4% 101 1% Yukon/Nunavut NA NA 158 1% *The sum of the provinces does not equal the Canadian total because travelers make visits to multiple provinces on one trip.

5.2 Market Profiles15

Characteristics of the Canadian, American, the Canadian Tourism Commission’s core overseas markets (United Kingdom, France, Germany and Australia) and emerging/transition markets (Japan, South Korea, Mexico, Brazil, China and India) are summarized in this section.

5.2.1 Canada Compared to the overall economies of the United States and Europe, Canada has performed relatively well over the past decade. Consequently, Canadians have continued to be frequent travelers spending $35.2 billion on overnight trips outside of the country in 2013. Spending on international travel has almost doubled since 2005 and Canada ranked seventh in international tourism expenditures. Interestingly, in 2013, Canadians took more pleasure trips to the United States than within Canada.

13 Domestic Trips: Statistics Canada. Table 426-0026 - Travel survey of residents of Canada, province visits, expenditures and nights, by province visited, trip characteristics and visit duration, annual.(accessed: November 20, 2014). 14 International Visitors: Statistics Canada. Table 427-0004 - Number of international tourists entering or returning to Canada, by province of entry, monthly (persons) (accessed: November 18, 2014). 15 There are five main sources of information for this section including:

1. United Nations World Tourism Organization (2014). UNWTO Tourism Highlights 2014 Edition. United Nations World Tourism Organization.

2. The Canadian Tourism Commission Global Tourism Watch Studies. 3. Canadian Tourism Commission (2014). Helping Tourism Businesses Prosper. Canadian Tourism Commission 2013 Annual Report.

Canadian Tourism Commission. 4. Canadian Tourism Commission Market Research and Evaluation (2013). Tourism Snapshot 2012 Year-in-Review. Canadian Tourism

Commission 5. Canadian Tourism Commission Market Research and Evaluation (2014). Tourism Snapshot September 2014. Canadian Tourism

Commission.


8.0 INVENTORYOFMÉTISNATIONTOURISMPRODUCTS ALBERTAMétisCrossinghttps://metiscrossing.orgTel:(780)656-2229MétisCrossingisthefirstmajorMétisculturalinterpretivecenterinAlberta.ItsmissionistobeapremierecenterforAlbertaMétisculturalinterpretation,education,gatherings,andbusinessdevelopment.The512-acresite,comprisedofriverlotsoftheoriginalMétissettlerstothisregioninthelate1800s,isjust1.5hoursnortheastofEdmonton.ItwasoncealargeMétiscommunityandamajorstoppingpointalongtheVictoriaTrail.ThelocationisalongthehistoricVictoriaTrailwhich,whichhasreceivedaNationalHistoricSitedesignation.Itcontainsa6,000-year-oldcampsiteandlinkagestotheearlyHudsonBayCompany,thefurtrade,andtheopeningoftheWesttoEuropeans.MétisCrossingisdesignedtoengageandexcitevisitors.ProgrammingencouragestheparticipationofvisitorsinactivitiesthatpromoteappreciationofMétispeople,customs,andcelebrations.ThedevelopmentandoperationofthisfacilitymirrorsthecorevaluesoftheMétiscommunityincludingself-sufficiency,respectofelders,participationofyouth,andprideinculture.Visitorsenjoyaculturaltour,campinareplicafurtrappertent,learntosetabeavertrap,sampledriedbison,paddleavoyageurcanoe,anddanceaRedRiverjig.CostumedinterpreterswalkthemthroughthehistoricalvillageandteachthemtoweaveaMétissashataloom.Tofinish,theytourVictoriaSettlement,aformerfurtradefort.MétisCrossingNaturePreserveTheMétisCrossingNaturePreserveisdedicatedtopreservinglocalfloraandfaunaoftheBorealforestalongtheNorthSaskatchewanRiver.MarkedinterpretivetrailsprovideanunderstandingoftheIndigenousrelationshipwiththeland.LocatedonoriginalMétisriverlotsfrom1863,thepreservecontainsuniquenaturalfeaturesthatdeepenvisitors’understandingoftheMétisandtheoriginsofCanada.CulturalGatheringCentreInMay2018,theMétisNationofAlbertaandtheGovernmentsofCanadaandAlbertabrokegroundforanewCulturalGatheringCentreatMétisCrossing.Oncecomplete,thecentrewillfacilitateyear-roundprogrammingforthefirsttime.Constructiononthenewculturalcentreisscheduledforcompletionlatesummerof2019.Thefacilitywillprovideacozyplacetowarmupbythefireplaceaftervisitorsparticipateinauthentic


Métisexperiencesthatmayincludenightskywatching,snowshoeing,andtrappingprograms.Thenewcentrewillprovide10,000ft2ofgatheringspaces,meetingrooms,classrooms,exhibits,andinterpretivespacestoengagevisitors.Thecentreisbeingdesignedtomaximizeenergyandoperationalefficienciestohelpachievefinancialsustainability.TheGovernmentofCanadahascommitted$3.5millionforconstructionofthefacilityandtheGovernmentofAlbertahasalsoprovided$1millioninfundingforconstructionandsitedevelopments.

MétisCrossingEventsThreeeventsareheldannually:AboriginalDay,aMusicJamboree,andtheMétisCrossingVoyage.MétisJamboreesaresomewhatcomparabletoFirstNationsPowwowsinthatthereisaJamboreecircuit.TheJohnArcandFiddleFestheldinSaskatchewanispartofthatcircuit.AssociatedStiesMétisCrossingcouldforma“hubandspoke”Métistouristdestinationfortheregion,includingotherMétistouristandheritageattractionsintheareasuchastheVictoriaTrail,VictoriaSettlement,andLacLaBicheMissionaswellastheNorthSaskatchewanRiverwithlinkagestothefurtradeandEdmonton.

VictoriaTrailIn1999,directionalandinterpretivesignswereinstalledalongthe58kmlengthofthehistoricVictoriaTrail,theoldestroadinAlbertastillinregularuse.BegunasanIndiantrailrunningalongthebanksoftheNorthSaskatchewanRiver,itwindsthroughpicturesquefarmlandfromSecondaryHighway38,southeastofRedwater,totheVictoriaSettlementProvincialHistoricSiteinsouthSmokyLakeCounty.EventuallybecomingthechiefoverlandroutelinkingFortGarry(Winnipeg)withFortEdmonton,thetrailwasknownbyvariousnamesdependingonthestretchbeingreferredto,the“VictoriaTrail”beingusedtodescribethatportionbetweenEdmontonandFortVictoria.Furthereast,itwasknownastheFortPittortheFortCarltonTrail,afterthenextmajortradingpostsalongtheNorthSaskatchewanRiver.


Itwasalsosummarilyidentifiedasthe“Winnipeg”or“Saskatchewan”Trailinsomeearlymapsanddocuments,thelargerpartsofwhichhavedisappearedwithtime,whilemuchoftheVictoriaTrailhasbeenlargelypreserved.ThefirstwhitemantowalkontheancientIndianpathsalongtheSaskatchewanRiverwastheexplorerAnthonyHendayin1754-1755,thenhetravelledupriverwithsomeCreeassociatesonatrailblazingmissionfortheHudson’sBaytoencouragetribesfurtherwesttocomeandtradeatYorkFactoryinManitoba.Later,PeterFidler,DavidThompson,andAlexanderHenrytheYoungerwereamongtheotherwellknownfurtraderswhomadeuseofthewanderingtrackthatprovidedacross-countryalternativetopaddlingagainstthecurrentorseasonalicefloesoftheswift-runningSaskatchewanRiver.WiththeestablishmentoftheMethodistMissionatVictoriain1862byGeorgeMcDougall,andthesubsequentfoundingofanadjacentHudson’sBayCompanyoutposttwoyearslater,whathadlongbeenatracksuitableforwalkingorforpackhorses,graduallyevolvedintoaprimitiveroadcapableofconveyingcartsandwagons.Thus,whentheNorthWestMountedPolicemadetheirhistorictrekthroughKalynaCountrytoFortEdmontonin1874,theywereabletofollow–sometimeswithgreatdifficultyandgenuinehardship–whatwasessentiallyacruderoadwithanalreadycolourfulpast.AfewyearsearlierthetrailhadbeentraversedbyengineerSandfordFleming,whowasfamiliarizinghimselfwithpossibleroutestobetakenbythenewCanadiannationalrailwaytothePacificCoast.WiththegrowthofbothEdmontonandtheVictoriaSettlementtrafficnaturallyincreased,especiallyaftereastcentralAlbertawasopeneduptohomesteadinginthelate1880’sand1890’s.WiththehugeinfluxofUkrainiansandotherimmigrantsattheturnofthecentury,theVictoriaTrailsawheavyandregularusethatresultedinitsfurtherevolutionintoanimportantruralroad.Althoughitfelloutoffavourwhenfirstrailwaysandthenpavedhighwayscame,theVictoriaTrailcontinuestobeusedbylocalfarmersaswellasarearesidentswhopreferamoreleisurelyandscenictriptotheirdestination.Nowtourists,too,canenjoyitscharmsbytakingtheinterpretivedrivedevelopedbytheKalynaCountryEcomuseum.Alongthewayyou’llseeahostoffascinatingremindersofthepast,suchasthehistoricVictoriaParkCemetery,whichwasrecentlyrestoredandreconsecrated,andamonumentcommemoratingthefamous1874trekoftheMounties.VictoriaSettlementHistoricSiteVictoriaSettlementislocatedinthesameareasoftheMétisCrossingandtheVictoriaTrail.AtonetimeitwasabustlingMétiscommunitylocatedalongtheNorthSaskatchewanRiver.ItiswheretheReverendGeorgeMcDougallfoundedaMethodistMissionin1862.In1864,theHudsonBayCompanyopenedFortVictoria


asaTradingFort. VictoriaSettlementbringsthehistoryoflate19th-centuryAlbertatolifewithcostumedinterpreters,historicbuildingsandinteractivetours.AtthesiteoftheHudson’sBayCompany’sFortVictoria,wherethecompanytradedwithlocalIndigenouspeople,visitorslearnaboutthefurtrade,missionaryactivity,andearlyEuropeansettlement.Takeaguidedtourtolearnwhatlifewaslikeforthepeoplewholivedherefrom1862-1922.TheycanbooktheVictoriaTrailVoyageurExperiencetospendadayexploringthefurtradeera,paddletheNorthSaskatchewanRiverinalargevoyageurcanoetoVictoriaSettlement,practiceportagingfurtrader-stylewithapacksecuredaroundyourforehead,andcontinuetheirjourneytolearnwhatitwasliketoraiseafamilyatFortVictoriawhiletryingtokeepupwiththeVictorianfashionsof1864.LacLaBicheMissionOver150yearsofhistoryisondisplayatLaclaBicheMission,whichwasestablishedin1853.ItislocatedwithinanhourofMétisCrossing.

OtherAlbertaSitesandEvents

• St.Albert–St.Albert,acityontheSturgeonRiver,wasoriginallysettledasaMétiscommunityandisnowthesecond-largestcityintheEdmontonMetropolitanRegion.St.AlberthasastrongMétisconnectionincluding:

• MichifCultureConnectionspreservesandprotectscultureandheritage

• Alberta’sOldestBuilding,theSt.AlbertRomanCatholicMission,wasconstructedbyFatherAlbertLacombeandtheMétisin1861.ToursofthechurchandcemeteryareavailablefromMay15toLabourDay.

• HeritageSitesincludingHeritageMuseum,theLittleWhiteSchool,St.AlbertGrainElevatorParkandRiverLot#24

• FortGeorge/BuckinghamHouse–LocatednearElkPoint,thissiteinterpretstwoforts(FortGeorgeandBuckinghamHouse).Theseweretwocompetitivefurtradeposts.

• BigValleyHivernment–LocatedinBigValleyAlberta,thesiteinterpretsanearlyMétisHivernmentCampincludingauthenticMétisdress.

• TailCreekPark–LocatedjustsouthofNevisatContentBridge(Highway#21)this31-acresiteattheendoftheRedDeerRiverintheStettlerRegion.In1880s,thiswasthesiteofthelargestMétisSettlementwestofWinnipeg.TheMétisNationofAlbertaofferstentingandRVsitesfromMaytoSeptember15.

• ElkIslandNationalPark–BeaverHills,locatedwithinElkIslandNationalPark,isa“shared”AboriginalhistoricsitethatissignificanttoboththeMétisandFirstNations.Afive-hourinterpretivetouralsointerpretsthearrivalofEuropeans,thefur


tradeanditsimpactonthelivesofIndigenouspeopleandthecontroloverresources.ElkIslandexperiencesalmost200,000personvisitsannually.

• JasperNationalPark–EwanMoberlyHomesteadisanoriginalMétishomesteadlocatedinJasperNationalPark.BuildingsarepartiallyrestoredbyParksCanadaandareopenyearroundtoofferinterpretationofMétishistoryintheregion.Jasperexperiences1.9millionpersonvisitsannually.

• RockyMountainHouseNationalHistoricSite–OriginalfurtradepostwhichwasusedbyDavidThompsonasabasetofindapassacrosstheRockyMountains.InterpretiveCentre,giftshop,Bisonherdnaturetrails.Openmid-maytoearlySeptemberwithanestimated10,000personvisitsannually.

• FortEdmontonPark(Edmonton)–Interpretationof1850sfurtradeatHudsonBayFortandTradingPost.Periodinterpretation1846–1920s.

• FortSmithMissionPark–NorthernAlbertaRomanCatholicMissiononafurtraderoute.

• Bison–ThebisonwerethelifebloodoftheMétiseconomy.AlbertaoffersanumberofIndigenousexperiencesthatareassociatedwithbuffaloandtheactivitiesofAlberta.

• Buffaloadventures–Wainwright–AdventureTravelineastcentralAlberta.BuffaloNatureParkInterpretiveCentre,ExhibitsandBuffaloGalley,Wainwright.

• BuffaloNationsMuseum,BanffInterpretationofbeforeandaftercontactbetweenEuropeanandFirstNations.

• Head-Smashed-InBuffaloJump–UNISCONorthHeritageSite–Located90milessouthofCalgary–focusedlargelyonthePlainsIndianover6,000yearhistory.ThisisamajorAboriginaltourismattraction.

• WoodBuffaloNationalPark–LocatedattheborderbetweenAlbertaandtheNWT.LargestparkinAlberta–hastheworld’slargestfreeroamingself-regulatedherdofBison.

• GrouardNativeCulturalArtsMuseumatSt.Bernard’sMuseum(NorthLakeCollege.)HighlightstheheritageoftheMétispeopleplusfurtradehistoryandmissionaries.

• HistoricDunveganProvincialParkisarestored1878HudsonBayCompanyFactor’sHouseandoneofAlberta’searliestfurtradepostsandmissionarycentres.

• KalynaCountryMuseum–LocatedeastofEdmonton,neartheNorthSaskatchewanRiver–interpretsMétissettlementsintheregionalongwithpioneers,FirstNationsandCree.

• NorthernLifeMuseumatFortSmithinterpretstraditionallifestylesandlandactivitiesofFirstNationsandMétis.


• SlaveRiverPortageandRapids–KeyhistoricwaterwayfortradeandaccesstotheNorth.LocatednearFortFitzgerald.

• MedicineHat–CypressHills–TheCypressHillsaresignificanttobothFirstNationsandMétishistoryaswellastotheearlysettlementoftheWest.TheCypressHillsParkstraddlesthesouthernAlberta/Saskatchewanborders.

• AnnualDeliaMichifGatheringisanopportunitytolearnaboutMétishistoryandgenealogy.

• HeinsburgJamboreeoffersfivejamboreeeventsfromJanuarytoMay.

• AlbertaMétisHistoricalSociety–TheMétisHistoricalSocietywasformedtoenhancetrainingopportunitiesforMétispeopleandtoeducateandsharethehistoryoftheirparticipationinCanada’sstory.Thesocietywasincorporatedin1986andrenamedin1999.TheAlbertaMétisHistoricalSocietyTourismDevelopmentProject,theMétisMillenniumVoyage,iscommittedtoassistingMétispeopletoworktowardthebettermentoflifethroughbasiceducation,advancededucation,andcareerdevelopment.Thiswillleadtoself-sufficiencyandprideintheircontributiontoCanadianheritageandthepreservationofMétisheritageandculture.

Moreinformationatwww.collectionscanada.gc.ca/eppp-archive/100/205/301/ic/cdc/albertametis/index.htmTel:(780)455-2200

• KikinoSilverBirchResort–TheKikinoSilverBirchResortisdedicatedtoafoundingFatheroftheFederationofMétisSettlements,AdrianHope.LocatedatKikinoAlberta,theresortincludes:beachfrontfurnishedlogcabinrentals;campingsites;boat/paddlerentals;picnicareaandBBQshelter;boatlaunch;excellentfishingforPickerel,PikeandWhitefish;andhikingtrailsthroughtheborealforest

• PaintedWarriorsRanch-AtraditionalwelcomingceremonygreetsvisitorstoPaintedWarriorsRanchinawide-open,forestedsettingwithdramaticviewsoftheRockyMountains.Enjoyculture-sharingguidedhikes,learningaboutMetisandotherIndigenouswaysoflifewhileonthelookoutforelk,moose,deer,coyotes,wolves,andblackbears.Visitorstakeuporhonehorsebackriding,snowshoeing,archery,orbushsurvivalskills,immersingoneinavarietyofyear-round,traditionally-basedlearningprogramslastingfromonetofivedays.Afterawinterexcursion,warmuparoundacampfireoverbushteaandhotberrysoupwithbannockwhilelisteningtostoriesaboutthestarsabove.

Locatedinthefoothills110kilometresnorthwestofCalgary,justoffthelegendaryCowboyTrail,PaintedWarriorsRanchisanidealplacetolearnaboutanimaltrackingandnaturalnavigationusingashadowstick.Certifiedtrainingcoursesarealsoofferedforeverythingfromoutdoorcookingandhuntingtoequinefirstaidandhorsebackriding,whichcanincludemulti-daybackcountrybootcampadventures.

Jointhechefincollectingwildplantsandrootsusedforfoodandmedications,andtakepartinpreparingatraditionaleveningmeal.Thenheadtobedinatent—go


simpleoroptforaluxuriouswalledtentforanightof“glamping”.Wakeuprefreshedtothesoundsofbirdsandnature.“Ourgoalistooffermorethanjusttourismexperiences,”saysTraceyKlettl,whorunsthe100percentIndigenous-ownedPaintedWarriorswithpartnerTimMearns.“Peoplearelosingtheiroutdoorskills;we’reworkingtokeepthemalivesincethey’repartofourculture.”

Moreinformation:www.paintedwarriors.ca403-637-9138

• JasperTourCompany-TheCanadianRockiesareknowntosomeIndigenouspeoplelivinginAlbertaasthe“ShiningMountains”orthe“BackboneoftheWorld.”ToJoeUrie,aMetisguideandowneroftheJasperTourCompany,thesemountainsaresimply“home.”UriecomesfromalonglineofproudMetiswhohavebeenlivingandguidingalongtheAthabascaRiversince1860.ThefirstofhispeoplearrivedontheseshoresfromtheMetisSettlementsatRedRiver,inwhatisnowManitoba.Urie,whoconsiderstheAthabascaRivertobe“thebloodinmyveins,”invitesyoutoexperiencethisregionofCanadathroughhiseyes,whetherit’sviewingthegrandeuroftheRockies,hearingstoriesoftheregion’sFirstPeoplesorlearningaboutthewildlifethatroamsthere.WhenoutexploringwithUrie,expecttoencounteranimalssuchasdeer,moose,blackbears,wolves,marmots,pikas,eagles,grizzlies,andelk.Whatpeopleseedependsoneverything,heexplains,fromtheseasontothetimeofday.

“Tourismisanawesomemeanstotellourstories,andtherearesomanystoriestotellaboutthispartofCanada,”saysUrie,addingthathistourcompany,whichspecializesinhalf-daytoursyear-round,offersanexcellentintroductiontoJasperanditssurroundingareas.“Peopleoftendoatourwithusbeforetheirbiggeradventuresinthearea,justtogetahandleonwheretheyare.”Ultimately,hesays,theJasperTourCompanyavoidscookie-cutterexperiences.Hekeepsgroupssmallsoguestscanconnectwitheachotherandwiththenaturalworldaroundthem.

Moreinformation:www.jaspertourcompany.com780-852-7070

SASKATCHEWANBatoche

TheMétissettlementofBatoche(namedafterXavierLetendreditBatoche)wasestablishedin1872.By1885itnumbered500people.TheMétisoftheareasettledonriverlots,andthecommunitycontainedseveralstoresaswellastheRomanCatholicChurchofSt.AntoinedePadoue.BatochewasthedefactocapitalofRiel'sProvisionalGovernmentofSaskatchewan.BatochehasasignificantplaceinMétisandCanadianhistory.TheBattleofBatoche,thelastbattleoftheMetisResistance,iswidelyrecognizedasapivotaleventinthehistoryofCanada.Batocheandareaincludethefollowingheritagesites:


• BatocheNationalHistoricSiteismanagedbyParksCanada.Visitors explore Métis history and learn about Louis Riel and how he led his Métis people in an armed uprising against the Canadian Government in 1885. ThesitefeaturesarchaeologicalremainsofthevillageofBatoche,thechurchofSt.AntoinedePadoue,itsrectory,theCaronhomestead,trenchesusedbyMiddleton'sarmy,andMétisriflepits.VisitorCentreincludesamuseumandmulti-mediatheatreshow,cafe,giftshop,andfoodcateringservice.Itexperiencesbetween15,000and20,000visitsannually,approximatelyone-halfbeingschooltours.

• TheMétisCemetery,withaspectacularviewoftheNorthSaskatchewanRiver,includesthegravesofmanyfallenduringtheresistance,IncludingGabrielDumont’sgrave.

• FishCreek/Tourond'sCoulee,includingchurchatFishCreekvillageandMiddleton'sencampment,isasceneofanotherbattle.

• PetiteVille–PetiteVilleisaProvincialHeritagePropertylocatedonthewestbankoftheSouthSaskatchewanRiver,approximately14kilometressouthoftheBatocheNationalHistoricSiteand60kilometresnortheastofSaskatoon.The83-hectaresitefeaturesthearchaeologicalremainsofa1870sMétishivernant(wintering)village,includingnumerousmounds,depressions,andbuildingoutlines.

• DuckLake–ThetownfeaturestheDuckLakeMurals,anoutdoorhistoricalgallerydepictingregionalhistoryinlargerthanlifeform,andtheDuckLakeRegionalInterpretiveCentrewithahigh-riseviewingtower.Ittellsthestoryofthe1885ResistancefromMétis,FirstNations,andpioneerperspectives.DuckLakeisalsothesiteofaMountedPoliceMuseumandInterpretiveCentre.

• BattleofDuckLake–Historicalcairn3kmeastofDuckLakecommemoratingencounterbetweenMétis(Dumont-led)andforceofNWMP(Crozier-led)andareasettlersfromFortCarlton.

• FortCarltonProvincialHistoricPark–Furtradeprovisioningpostwithreconstructedstockadeandfurnishedbuildings,circa1860s;PlainsCreeIndianencampment;Interpretive/guidestaff,groupprograms,interpretivetrails;VisitorCentrewithfurtradedisplaysandgiftshop;picnicarea,campsites.

• St.LaurentdeGrandin–St.LaurentwasthefirstpermanentMétissettlementalongtheSouthSaskatchewanRiver.ItisjustnortheastofDuckLakeandisnowtheRomanCatholicShrineofOurLadyofLourdes.Althoughneveratown,St.Laurentwasanimportantareaofsettlementandofspiritualsignificanceintheareaduringthelate19thCentury.St.Laurent’spicturesquescenerycontinuestoattracttouriststotheshrinealongtheLouisRielTrailtoday.ListedasoneofCanada’sHistoricPlaces,duringthe1885NorthWestResistancethesiteservedasaplaceofrefugeforcommunitymembers.ThecemeterycontainsthegravesofseverallocalresidentskilledduringthebattleofDuckLake.

• TheCityofPrinceAlbertwasincorporatedasatownin1885.Itwasoriginallythe


headquartersfortheMétisandwherethefirstmeetingsbetweenLouisRielandGabrielDumonttookplace.Proportionately,PrinceAlberthasthelargestMétispopulationofanycityinCanada.AttheHistoricalMuseum,visitorsrelivethePrinceAlbertarea’shistorythroughphotosandartefacts,including1885weapons,photographs,andatranslatedLouisRieldiary.EnjoyacupofteainthetearoomoverlookingtheNorthSaskatchewanRiver.

• Trailsof1885–TheTrailsof1885initiative,includingonlineandprintself-guidedtouritineraries,wasestablishedin2008topromotethe125thanniversaryofvarioushistoricaleventsthatoccurredinManitoba,Saskatchewan,andAlbertainthatyear.Itisdesignedtolinktogethersites,festivals,andeventsacrossthePrairieProvincesassociatedwiththeMétisResistanceof1885.Theobjectiveistotellthe“stories”of1885tovisitorsfromaroundtheworld.

• BacktoBatoche–TheannualBacktoBatocheCelebrationisanannualMétisreunionofferingrichandrewardingexperienceofMétisculture.Itprovidesopportunitiesforparticipationandeducationthroughhands-onculturalactivitiesthatembracetheentirecommunity.Everyoneiswelcome.

• DuckLakeRodeo–ThiseventhastraditionallybeenassociatedwiththeMétiscommunityintheareaandprovidesaspotlightontheirveryproficienthorsemanship.

OtherMétis-relatedSites

• LouisRielTrail–AkeytravelcorridorinSaskatchewanstartingatPrinceAlbert,linkingSaskatoon,Regina,andtheQu’AppelleValley,includingseveralMétiscommunitiesandhistoricsites.

• MarrResidenceistheoldestbuildinginSaskatoonstillstandingonitsoriginallocation.Thissimpletwo-storyframehouseearnedaspecialplaceinCanada'shistorywhen,in1885,itservedasafieldhospitalformanyvictimsoftheNorthwestResistance.

• JohnArcandFiddleFest–4-dayfestivalisheld17kmsouthwestofSaskatoonatPikeLake.AmajorMétisculturaleventwithover5,000visitors.

• NorthernMétisTowns-TheCarleton-to-GreenLakeTrailtonorthwestSaskatchewanwasanothermajorMétistransportationcorridorthatwillbeof


interesttotourists.NorthwestSaskatchewanistheonlyportionoftheMétishomelandwithaMétisregionalcommunityof16Métisvillagesandsettlements,somesuchasIlealaCrosse,GreenLake,andLaLochebeingthemainhistoric/originalMétisvillages.Métistherecontinueinlargemeasuretopracticetraditionalresourceuse,suchastrapping,hunting,harvesting,andfishing.Therearealsomanypristinelakesandriversforcamping/eco-tourism,bycanoeorboats.

• SouthernSaskatchewan–SouthernSaskatchewanalsohassomeMétisheritagesites.

• RCMPHeritageCentre

ThereisaverystrongconnectionbetweentheRCMP(NWMP)andtheMétis.Openedin2007inRegina,the$40millionRCMPHeritageCentre,designedbyArthurErickson,tellsthestoryoftheRCMPfromitsearlyyearsinthewesttoitscurrentdayroleasapoliceandsecurityforce.TheMuseumhasapproximately65,000visitorsannually.Thesiteofthemuseum,Regina,isalsoprominentasitiswherethetrialandexecutionofLouisRieltookplaceafterthe1885Rebellion.

• TrialofLouisRiel–JohnCoulter’sdramaticplayreenactingthetrialoftheMétisleaderhasbeenheldinReginasince1967.

• WillowBunchhasastrongMétisandFransaskoisinfluence.ItwashometothefamedWillowBunchGiant,EdouardBeaupré.

MANITOBA

TheMétisandManitobahavestrongties.LouisRielisregardedasthefatherofManitoba.InManitoba,theMétispopulationandheritagesitesarelargelycentredinWinnipegandSt.Boniface,acommunitywithinWinnipeg.WinnipeghasthelargesturbanMétispopulationinCanada.

St.Boniface

ThecommunityofSt.Bonifaceitselfisamajortouristattraction.ItisknownastheFrenchQuarterandhasitsownuniquearchitecturalstyle.ItisthelargestFrench-CanadiancommunitywestofQuebec.IthasveryspecialsignificancetoRielandtheMétis.IthousesaclusterofMétisheritageattractionsdescribedbelow.

St.BonifacewashometoseveralsignificantMétisfiguresinadditiontoLouisRiel.JosephRoyal,founderofLeMétisNewspaperin1872,wasamemberoftheearliestprovincialcabinetandthespeakerofthelegislaturefrom1871-72.HewasauthoroftheBilltoestablishtheUniversityofManitobaanditsfirstChancellor.ArchbishopTachewasArchbishopofSt.Bonifaceduringthe1870sand1880s.HehadasubstantialimpactonthesettlementoftheareaanditsMétispopulation.HeisburiedinSt.Boniface.

OneofthemostsignificantlandmarksinWinnipegistheshelloftheSt.BonifaceCathedral.OtherSt.BonifaceattractionsincludetheMétismurals,atheatreattheSt.


BonifaceCathedral,andtheSt.BonifaceCemetery,whereRielisburied.

• RielHouse,St.Boniface-LouisRielwasborninSt.Boniface.ThefamilyhomehasbeenrestoredandisaNationalHistoricSite.AfterRiel’strialandhanginghisbodywasreturnedtohisfamilyhomebeforehisburialintheSt.BonifaceCathedralCemetery.RielHouseNationalHistoricSiteisopentothepublicfrommid-MaytoLabourDay.Annualattendanceisapproximately5,000personvisits.

• SaintBonifaceMuseum-TheSaintBonifaceMuseumishousedwithinWinnipeg’soldestbuilding,theformerGreyNuns’Conventbuiltin1844.ItisanoutstandingexampleofRedRiverframeconstruction,usingnonails.TheMuseumhousesacollectionofFrenchCanadianandMétisHeritageandisopentothepublicfromMarch21toSeptember27.Museumvisitationisaround17,000visitorsannually.

UpperFortGarry–HeritageParkandInterpretationCentre

UpperFortGarrywastheadministrativecentreofRupertsland,amassivemercantileempirestretchingfromHudsonBaytotheArcticOceanandtothePacificCoast.ThefortwaslocatedatthejunctionoftheRedandAssiniboiaRiversinwhatisnowWinnipeg.ThesitehasbeenameetingplaceforAboriginalpeopleforover6,000years.By1810boththeHudsonBayCompanyandtheNorthwestCompanyestablishedtradingpostsatthissite.Thesecompaniesamalgamatedandin1836itwasdecidedtobuildUpperFortGarrytohousethenewcompany,theGovernor’sHouse,quartersfortheHBCstaff,atradestore,andfurstoragebuilding.TheFortalsobecamethesocial

MétisNationalHeritageCentre(Proposed)

TheproposedMétisNationalHeritageCentre(MNHC)willshowcasethehistoryoftheMetisNationandinterpretthesignificanceoftheMetispeopletothedevelopmentoftheCanada.Thiswillbedonebyprovidingeducationonthehistory,heritage,language,culture,methodsofgovernance,andcontributionsoftheMetisNationbefore,during,andafterConfederation.TheMNHCwouldbeacentralfeatureofaMétistourismhubinManitoba.

NoNationalMétisHeritagefacilityofthistypecurrentlyexistsinCanada.TheUpperFortGarrySiteisattheRedRiverSettlement,nowknownasWinnipeg,boththe“Keystone”and“Gateway”forwesternCanada.WinnipegisalsotheBirthplaceoftheMétisNationandisattheHeartoftheMetisHomeland.ThismakesitanideallocationfortheMNHCProject.

TheUpperFortGarrysiteisoneofthemostsignificanthistoricsitesinthedevelopmentofwesternCanada.Itwasthehubofthefurtradebeginninginthe1700s.TheFortwasoriginallyestablishedin1822,destroyedbyfloodandrebuiltbetween1834-37.Itsimportanceincludedbeingtheadministrative,cultural,social,judicial,militaryandeconomiccentreforRupertsland.

FortheMétisNation–Canada’snegotiatingpartnerinConfederation–theFortwasintimatelyinvolvedwiththeactionsthatledtothecreationoftheProvinceofManitoba.ItwasthehomeofLouisRiel’sMétis-ledProvisionalGovernment.ItwasalsothesettingwheretheMétis,ledbyFatherofConfederationLouisRielintroducedtheBillofRights,whichhasbeenrecognizedasthefirstinCanadianhistoryandasaprecursortotherightsenshrinedintheManitobaActof1870.

Proposedisa6,000ft2facilitycontaining4,000ft2ofMNHCexhibitionspace,atatotalcostofapproximately$4.8million.


centrefortheRedRiverValley.

TheMétiswereexperiencingtremendousgrowthatthetime.In1869RupertslandwastransferredtotheCanadianGovernment.ThepeopleoftheRedRiverwereneverconsultedandnoassurancesweregivenregardingtheirlandtitles,andthisledtotheriseofLouisRielandeventuallythefirstMétisresistance.

WithincreasingsettlementthepoweroftheHBCbegantodiminish.By1883UpperFortGarrybegantobedemolisheduntilonlythegatetotheFortremained,whichwasgiftedtotheCityofWinnipegin1897.

LowerFortGarry–NationalHistoricSiteofCanada-LocatedNorthofWinnipegontheRedRiver,LowerFortGarryistheoldeststonefurtradingpoststillintactinNorthAmerica.Itprovidesaninterpretation(inperioddress)ofthemid-1880sandtheearlydaysoftheHudsonBayCompany.ItisalsothesiteofthesigningofTreaty#1.Itisalsoaccessiblebyboat.ThesiteisopenfromMay15toSeptember7andexperiencesannualpersonvisitsof34,000.

TheForks-TheForksisWinnipeg’spredominanttouristattractionlocatedattheconfluenceoftheRedandAssiniboiaRivers.Itcontinuestofunctionasakeymeetingplaceasithasforthelast6,000years.Todayitcontains:TheForksMarket(over50shops);ManitobaTheatreforYoungPeople;WinnipegInternationalChildren’sFestival;EsplanadeRielBridgelinkingtheForksandtheSt.BonifaceFrenchQuarter;TheWorld’slargestSkatingRink;andtheForksNationalHistoricSite(ParksCanada)

ManitobaMuseum–LocatedinWinnipeg,thismuseumisoneofManitoba’smostpopularattractionswithover300,000visitorsannually.Asoneofitsthemes,itinterpretsthefurtradeandtheHudsonBayCompany,whichincludestheMétis.

TheMétiscontrolledManitobaLegislature–TheManitobaLegislatureinitsinitial20years,fromabout1870to1890.

SevenOaksMemorialandMuseum–ThisisaNationalHistoricSite.Amemorialhasbeenerectedtomarkthebattlein1816,whenGovernorRobertSempleand20SelkirksettlerswerekilledinamilitaryconflictwithaMétisforceunderthecommandofCuthbertGrantfollowingeffortsbythesettlerstorestrictthetradingactivitiesoftheMétis.ItwasatthisbattlethattheflagoftheMétisNationusedtodaywasfirstunfurled.TheSevenOaksMuseumistheoldestestablishmentinManitoba,builtin1851.TheMuseumdepictslifeduringtheRedRiverSettlementofthe19thCentury.

St.Norbert–AMétissettlementsince1822,itwasthecentreoftheearlyeventsconnectedwiththeRedRiverResistanceof1869-70.TheMétis,ledbyLouisRielandsupportedbyFatherNoëlRitchot,decidedtoopposetheCanadianannexationoftheWestwithoutpriorconsultationwiththeoriginalinhabitantsofthesettlement.NearthechurchstandstheRielRitchotmonument,dedicatedtothetwomenmostresponsibleforthesuccessoftheresistancethatledtothefoundingofManitoba.

St.BonifaceHistoricalSociety–LocatedinSt.Boniface,thesocietyhousesMétishistoricalrecords.ItisanimportantsiteforanyonewantingtotraceMétis


roots/genealogy.

HudsonBayCompanyArchives–ThearchivesoftheHudsonBayCompany(HBC)arelocatedinWinnipeg.TheHBChadastronglinkagewiththeMétis,FirstNations,andthehistoryofWesternCanada,particularlyaroundthefurtradeandtheearlysettlementofthewest.TheHBCcompiledthefirstcatalogueofitsarchivesin1796.Foryears,thearchivesweremaintainedinLondon,England.In1970,thecompany’sheadofficewastransferredtoCanadaandin1977itplaceditsarchives,onlong-termloan,withinthearchivesofManitobainWinnipeg.In1993,thearchiveswereofficiallydonatedtotheProvinceofManitobaandtheHBCHistoryFoundationwasformedtosupportthepreservationofthearchives.In2007,theHBCarchives,spanning250years,receivedaUNESCOheritagedesignation.

FestivalduVoyageur–OneofthebestwinterfestivalsinCanada,itattractsanestimated105,000visitors.ThemainfestivaltakesplaceinSt.,BonifaceatFortGibraltarandWhittierPark,withsatellitevenueslocatedinWinnipeg.

ManitoAhbeeFestivalInc.–AmajorAboriginalfestivalheldinNovemberinWinnipeg’sdowntownMTSCentre.WhileFirstNationsdominatetheevent,onenightisentirelydevotedtotheMétis.

CanadianMuseumforHumanRights–TheCanadianMuseumforHumanRights(CMHR)isthefirstmuseumsolelydedicatedtotheevolution,celebration,andfutureofhumanrights.Itsaimistobuildnotonlyanationalhubforhumanrightslearninganddiscovery,butaneweraofglobalhumanrightsleadership.Creatinginspiringencounterswithhumanrights,engagesCanadiansandourinternationalvisitorsinanimmersive,interactiveexperiencethatoffersboththeinspirationandtoolstomakeadifferenceinthelivesofothers.TheCanadianMuseumforHumanRightsisthefirstnationalmuseumtobebuiltinnearlyhalfacentury,andthefirstoutsidetheNationalCapitalRegion.DisplaysandeventsoccasionallyfeatureMétis-relatedthemes.

OutsidetheWinnipegArea

NorwayHouse-NorwayHouseislocatednorthofLakeWinnipegonthebanksoftheNelsonRiversome800kmfromWinnipeg.ItisthesiteofthreeformerHudsonBaytradestructuresestablishedfrom1837to1856.ItisrichinCreeandMétisculture.

WapuskAdventures(www.wapuskadventures.com)-WapuskprovidesanauthenticdogsleddingexperienceinisChurchill,Manitoba.ItisCanada’slargestsleddogkennelandaleaderinthisnorthernmushingcommunity.AtWapuskAdventures,visitorsfindasmallcommunityofracinghuskies–eachwiththeirownpersonalityandstyle–plusatrapperscabin,groomedtrailsystem,andcustomdesignedtoursleds.WapuskAdventuresgoesyear-round,withdogsledtoursinwinterandkennelvisitsanddogcarttripsinsummer.OwnerDavidDaleytraceshisancestrytotheMetiscommunityintheRedRiverValleyinthe1500s.“It’sveryculturalforme,workingwithanimals.Dogsarereallygoodatlotsofjobs,fromconsolingpeopleinhospitaltorescuingpeoplefromavalanches.They’reagiftfromtheCreator.”


9.0 FRAMEWORKFORAMÉTISTOURISMSTRATEGYBasedontheenvironmentalscanofMétistourismpotential,threekeyelementsforadistinctions-basedMétisTourismstrategyemerge:

Ø PromoteThreeTourismClustersalongtheMétisTrail

Ø DevelopaCoordinatedMarketingStrategy

Ø EncourageProductDevelopment

StrategyElement1:PromoteThreeTourismClustersalongtheMétisTrailTheMétis,whowerekeyplayersinCanadianhistory,establishedanationalidentityandhomelandinwhatisnowwesternCanadainthe18thand19thcenturies.A“MétisTrail”existedalongoverlandtraderoutesandriversfrompresent-dayManitobathroughSaskatchewanintoAlberta.Itincludedmajorareasofsettlementineachprovince.SignificantmodernMétispopulationscontinuetoliveinthreeareas,whichhaveemergedasimportanthistoricandculturaltourismclustersalongthe1500kmMétisTrail.A“tourismcluster”isageographically-closegroupofinterconnectedcompanies,suppliers,serviceproviders,andassociatedinstitutionsinthetourismsector.Theinstitutions,companies,andotherorganizationsinaclusterworktogetherinamutuallyreinforcingwaythatcreatesmorethanthesumoftheirparts.Inthevisitoreconomy,clustersbringtogetheraccommodation,foodandbeverage,entertainment,andattractionswithoperatorsandtravelagencies,guides,craftspeople,artists,carrentals,andtransport,andaresupportedbyeducationandtraining,conventioncentres,consultancy,andotherbusinessservices.ThreeMétistourismclustersalreadyexistinandaroundSt.BonifaceinManitoba,BatocheinSaskatchewan,andtheMétisCrossingsiteinAlberta.Eachsiteisnearamajorcityandothertourismdestinations,whichtogetherservetocompletethetourismexperience.Thefirstelementofthetourismstrategy,then,istoactivelypromotethethreeexistingMétistouristclustersacrossthethreePrairieProvince,andtodeveloptheconceptofaMétisTrailthatlinksthethreesitestogether.TheMétisTrailisanexpansionoftheTrailsof1885concept.Tobuildacomplete,marketabletourismexperience,itisrecommendedthatlinkagesbecreatedwithFirstNationsandnon-Indigenoustourismfeaturesandservicesinandneartheseclusters:historicalsites,recreationalareas,nationalandprovincialparks,culturalcentres,conventioncentres,artgalleries,localcuisine,andcraftmarkets.Thiswillenhancetheexperiencefortouristsfrommultiplemarkets.


Map data ©2018 Google 100 km

Drive 1,481 km, 14 h 51 minSaint Boniface, Powerview, Winnipeg, MB to Métis Crossing, Smoky Lake, AB

StagesoftheMétisTrailTheMétisTrailstartsintheSt.Boniface/Winnipegcluster,wheretheMétisNationtookshapeattheRedRiversettlements.FourteenMétis-relatedsitesandeventsarefeatured.TheMétissitesarecomplementedbytherichurbanexperienceofWinnipeg,andsuchfeaturesattheCanadianMuseumofHumanRightsandTheForks.



HistoricalSociety

Cathedra

VoyageurFestival

St.BonifaceMuseum

UpperFortGarry

St.Norbert

TheForks

CanadianHumanRights

Museum

SevenOaks

ProposedMétis


LowerFortGarry


The1500kmMétisTrailfromSt.BonifaceMBtoBatocheSK

toMétisCrossingAB

Regina

Edmonton

UnitedStates

Winnipeg


LouisRielTrail

BatocheNational


DuckLakeMurals

InterpetiveCentre




NesbitForest



RCMPHeritagecentre


HistoricSite

St.LaurentdeGrandin

HistoricNorthern

MétisTowns

ThefirstmajorstopalongthetrailisinRegina,fortheRCMPHeritageCentre,whichincludesthesitesofthetrialandexecutionofMétisleaderLouisRiel.AdditionalfeaturessuchastheRoyalMuseumofNaturalHistory,theScienceCentre,andReginaBeachroundouttheexperience.NextstopistheBatochecluster,with14heritagesitesandevents,andnearbyaccesstoPrinceAlbertaNationalParkandtheNesbitForestforoutdooractivities.VisitorstothisclustermayalsobeinterestedinvisitinghistoricMétis-majoritytownsinnorthernSaskatchewan,suchasIle-a-laCrossewheretraditionalMétispracticeshavebeenpreserved.

AlsonearbyisSaskatoon,whichoffersafullurbanexperience.TheworldclassRemaiModernArtGalleryoftenfeaturesMétisartists.Wanuskewin,aFirstNationshistoricalandculturalcentrebeingconsideredforUNESCOWorldHeritageSitestatus,complementstheMétistourismexperience.NextstopistheMétisCrossingclusterinAlberta,whichofferssevenheritageandculturalsites,andnearbyaccesstomanyothersitesofnationalsignificance,includingNationalParksandHistoricSites.Edmontonoffersacomprehensiveurbanexperience,aswellasrelevanthistoricandculturalsites.



Cathedra

FortEdmonton

Park

NaturePreserve

VictoriaTrail


Jamboree



KalynaCountryMuseum


LacLaBicheMission



LouisRielTrail

BatocheNational


DuckLakeMurals

InterpetiveCentre




NesbitForest



RCMPHeritagecentre


HistoricSite

St.LaurentdeGrandin

HistoricNorthern

MétisTowns



HistoricalSociety

Cathedra

VoyageurFestival

St.BonifaceMuseum

UpperFortGarry

St.Norbert

TheForks

CanadianHumanRights

Museum

SevenOaks

ProposedMétis


LowerFortGarry



Cathedra

FortEdmonton

Park

NaturePreserve

VictoriaTrail


Jamboree



KalynaCountryMuseum


LacLaBicheMission



TheMétisTrail


StrategyElement2:DevelopaCoordinatedMarketingStrategy

ThegoalofTheMétisTrailtourismstrategyistocreatehighlymarketabletouristdestinationsthatappealstomultiplemarkets,includingdomesticandinternationaltravellers.AsuccessfulMétistourismstrategywillresultinbusinessandemploymentopportunitiesforthousandsofMétispeople,includingyouth.

Threemarketabletourismclustersalreadyexist.Amarketingstrategycanbelaunchedtocoincidewiththe150thanniversaryoftheMétisNationinConfederation,in1870.

AtitsApril2017GeneralAssembly,theMétisNationleadershipadoptedResolution2020whichmandatestheMétisNationtoengageincelebrating2020asthe150thanniversaryofjoiningCanada.InthesamewaythatCanadamarkedthe150thanniversaryofconfederation,in2017,sotoodoestheMétisNationwishtomarkthe150thanniversaryofitsjoiningthatventure.TheproposedMétisNation150initiativeisanessentialpartofthepathontheroadtoreconciliation.Withthe150thAnniversaryoftheMétisNationenteringconfederationin2020,thetimehascometotrulyacknowledgeandcommemoratetheMétisNation’s—andPresidentLouisRiel’s—contributionstothefoundingofCanada.(SeeAppendix1forfulldetailsoftheMétisNation150proposal.)ThisoccasionoffersauniqueopportunitytolaunchaMétistourismmarketingstrategy.TheMétisNationalCouncilcanplayakeyroleinleadingthisstrategybybringtogethertheAlberta,Saskatchewan,andManitobaGoverningMembersinthedetaileddevelopmentofthetourismstrategyandmarketingapproach.

ProposedElementsofaMarketingStrategy

TourismPromotionPartnerships–TheMétisNationalCouncil,inconsultationwiththethreegoverningmembers,caninitiateconsultationwiththeIndigenousTourismAssociationofCanada,DestinationsCanada,andthethreeprovincialtourismdepartmentstocollaborateonaMétistourismstrategythatisintegratedwiththeoverallefforttobuildCanada’sIndigenoustourismmarket.WaysinwhichtheMétisTrailstrategycanbelaunchedandincorporatedintotheoverallIndigenoustourismstrategyandmarketingapproachcanbediscussed.

MétisTourismConference–Animportantstepinthisprocesswillbeholdingaone-dayMétistourismdevelopmentconferenceinthesummerof2019.ThiscanbeinitiatedbytheMNCinconsultationwiththegoverningmembers.ThetargetgroupfortheconferencewillbeMétistourismpartners,nationalandprovincialtourismdepartmentsandorganizations,andlocalorganizationsandentrepreneurs.Saskatoonwouldbeacentrallocation.Attheconference,theMétisTrailstrategycanbeintroduced.


ClusterLevelWorkshops–Followingthetourismconference,one-dayworkshopsineachofthethreeclusterswouldbringtogetherlocalplayersinthetourismindustrytocollaborateontheinclusionofMétistourismintheiroveralltourismstrategies.

CreateaMétisTourismWebsiteandPrintGuide–Ahighqualitywebsiteanddigital/printguidetotourismalongtheMétisTrailwillberequiredtocapturetheattentionofdomesticandinternationaltourists.Thewebsitecanbemarketedthroughmultiplechannels.Theprintguidecanbemadeavailablethroughprovincialtourismcentres,travelagents,etc.TheTrailsof1885websiteoffersanexampleofthekindofapproachtobeused,butadditionallocalfeaturesintheclustersandalongthetrailcanbeincorporatedintothewebsiteandprintguide.BuildPositiveSentimentonSocialMedia-AsocialmediacampaigntobuildawarenessoftheMétiswebsiteandguidewillbeanimportantandcosteffectivewaytoexpandthemarket.OneelementofthisapproachwillbetheeffortsbythevariousplayersintheMétistourismmarkettomotivateandinspiretheirguests,visitors,andfellowindustrypartnerstotellothersabouttheirpositiveexperiences.AsmoreandmorepeoplecontinuetosharecontentonlinethegrowthinconversationaroundMétistourismwillgrowMétisTourismTradeMissions-Asthemarketingstrategysolidifies,theMNCcanputtogethertourismtrademissionstopromisingoverseesmarkets.OpportunitiesmaybeavailabletojoinrelatedorganizationsandtrademissionsorganizedbyCanada’sInternationalTradeministrytosharethestoryofCanadiantourism.AddressingAllMarketSegments–Asoutlinedintheenvironmentalscan,therearemultiplemarketsegmentsthathaveshowninterestinIndigenoustourismandprovidepotentialmarketsfortheMétisexperiences.Eachofthesemarketscanbeaddressed.

• Métistourists-ThereareapproximatelyhalfamillionCanadianswhoidentifyasMétis.Adeepmotivationtoconnecttotheirheritagecould,initially,makethissegmentatopmarketforMétistourism.Furthermore,thepotentialtoengagetheminbuildingpositivesentimentviapersonalcontactsandsocialmediaishigh.ThismarketcanbecontactedthroughMétisevents,organizations,locals,institutions,etc.

• Domestictourists–TheidentifiedpotentialforCanadianstoincludedIndigenoustourismintheirtravelplansis2.5millionpeople.LargelocalmarketsforthethreeMétisclustersexistinWinnipeg,Saskatoon-Regina,andEdmonton.

• AmericanTourists–Thisispotentiallythelargestmarket,with17.5millionUStouristsinterestedinIndigenoustourism.Americanshaveexpressedinterestin“authentic”experienceswithdirectcontactwithpeopleinintimatesettings.

• ForeignMarkets–AnumberofforeignmarketshaveexpressedconsiderableinterestinIndigenoustourisminCanada.Thetopethreepotentialmarketsare:

o FrenchtouristsrankedIndigenoustourismastheir#3rankedinterestintravellingtoCanada.ThepotentialtointerestFrenchtouristsinthe


French-Métishistoryisstrong.ThepotentialFrenchmarketreachforIndigenoustourisminCanadais2.6millionpeople.

o GermantouristsrankedIndigenoustourismastheir#6rankedinterestintravellingtoCanada.ThepotentialGermanmarketforIndigenoustourisminCanadais2.4millionpeople.

o ChinesetouristsrankedIndigenoustourismastheir#10rankedinterestintravellingtoCanada.ThepotentialChinesemarketforIndigenoustourisminCanadais3.8millionpeople.

StrategyElement3:EncourageProductDevelopmentResearchhasshownthatsuccessindevelopingahealthyIndigenoustourismindustrywillinvolvetheestablishmentofacriticalmassofanchoractivitiesandsupportingbusinesses,includingtouristventures,accommodation,foodservices,transportationetc.WhilethethreeMétistourismclusterscanboastsignificantanchorandsupportingactivities,addingadditionalventuresofvarioustypeswillbeimportanttobuildingoutstandingdestinationsandsustainingnewandrepeatvisits.BroadeninganddeepeningtheMétistourismexperiencewillrequirebetteraccesstocapitalforMétisbusinessesandorganizations.TheMétisNationalCouncilanditsgoverningmemberscanworkwithprovincialgovernmentsandtheireconomic/businessdevelopmentorganizationstoincreaseawarenessofopportunitiesintourismandaccesstocapitalforMétisentrepreneurs.Anumberofingredientsforentrepreneurialsuccesshavebeenidentified:

• ProductdevelopmentiscriticaltosecuringgreatertraveltradeinterestandpartnershipsforIndigenoustourism,andforbuildingconfidencewithintheIndigenouscommunity.ThiscanbedonethroughtraininganddevelopmentprogramsfortheIndigenoustourismoperationsandlabour.Trainingwillincludeleadershipandbusinessskills,customerservice,tourismindustryknowledge,andculturalprotocols.

• Meetconsumerdemandthroughenhancedproductdevelopment.ThereisconsumerdemandforIndigenoustourismexperiencesthatisauthentic,uniqueandengaging,suchasprovidinglearningopportunities.Thesecanbepairedwithwilderness,nature-basedsoftorhardadventures,food,artsandculture.Theyshouldexistingatewayclustercommunitiestopromotegoing‘beyondthegateway’.

• Competitivenessisimprovedthroughenhancedbusinessdevelopmentwithmainstreamtourismbusinesses/associationsandnetworkdevelopmentwithindustryleaders.

• Workcollaborativelyondestination,business,andproductdevelopmentwithotherIndigenoustourismbusinessesandthetourismindustry.


• Enhancelivelihoodfortourismbusinessesandlocaltourismeconomiesthroughbuildingsupportfromlocalcommunities,andestablishingstrongindustryassociations.

• MeetingauthenticityandmarketreadystandardsforIndigenousculturaltourismwillhelptoensureahighqualityexperiencethatenhancesbrand.

OnesourceistheTourismDevelopmentFundingSupportProgramoftheITAC.TheoverallgoalofthisprogramistoassistCanadianIndigenoustourismbusinesseswithexpertiseandfundingsupporttoimprovetheirmarket/exportreadinessinordertohavetheopportunitytogaingreatermarketawareness,largervolumesofvisitors,andsustainablebusinessgrowth.• FundingAvailable-TheprogramisintendedtoassistmultipleIndigenoustourism

businesses.Therearelimitedfundsavailableandthereforethefundingamountforanyoneapplicantwillbetoamaximumof$10,000.Fundingapplicationdeadlinesareannouncedeachyear.

• ProjectEligibility-TheprojectmustdemonstratethatthefundingwillhelptheIndigenoustourismbusinessmovetowardsbeingmoremarket/exportready.EligibilityisrestrictedtoCanadianIndigenoustourismbusinessesthatareatleast51%Indigenousownedorcontrolled.

• [email protected].

TwoadditionalopportunitiesexisttoengageMétiscitizensinthetourismindustrythroughlowcoststrategies.Inbothcases,MétisorganizationscanplayaroleinalertingtheirmembershiptothepotentialtoprovidetheseservicesinconjunctionwiththedevelopmentoftheMétisTrailandtourismclusters.OpportunitiesintheSharingEconomy:Accommodation,Food,andTransportAtarelativelylowstartupcost,opportunitiesexisttosupportMétistourismclustersviathe“sharingeconomy.”Itsgrowthhasbeenmostnotableintransportationandaccommodation,butcontinuestoextendtomanyothersectors.Home-sharingplatformssuchasAirbnbarenowsignificantcompetitorstothehotelindustry.Airbnbbookingscontinuetogrowatarapidpace,from4millionnightsin2011to40millionin2014and80millionin2017.OneinthreeUStravellersusedprivateaccommodationin2015.Futuregrowthinthediningandtravelexperiencerealmcanbeexpectedinthesharingeconomyaswell,asconsumersbecomemorecomfortableandfamiliarwiththeopportunitytoeatinsomeone’shomewhenonatrip,throughplatformssuchasBonAppetourandVizEat,ortakeadvantageofatourorpersonalizedexperience,


throughplatformslikeVayable,ToursbyLocals,andrecentlythroughAirbnb’sTripsfeature,whichofferstoursanduniqueexperienceshostedbylocals.Anotherareaofopportunityistransportationforthe“firstandlastmile.”Travellersleavingandarrivingbyairortrainoftenneedhelptogettheairportorstationtothetouristdestination,especiallyiftheareaisrural.OpportunitiesmayexisttoprovidetravelservicesfromSaskatoontoBatoche,forexample,orEdmontontoMétisCrossing.EngagingMétisArtistsandArtisansintheTourismStrategyArtstourismcanprovideasignificantopportunityforMétisartistsandartisans.Ideasfortakingbetteradvantageoftheartsintourismstrategiesinclude:• Mostcommunitieshavemanyaccomplishedartistsandmanyofthesepeopleare

morethanhappytoshowtheworldwhattheyhaveaccomplished.Artistscanbecomepartofacomprehensivetourismstrategy,andtouristscanbecomeanimportantmarketforMétisartists.

• Tourism/artspartnershipcanbeeffectiveinpromotingbothtourismandthearts.Thispartnership’sgoalsshouldbetocreateacooperativeatmospherebetweentheartsandtourismcommunities.

• Encourageaccommodationstopromotetheartsasawaytopromotetheirbusiness.Acommoncomplaintamongfrequenttravelersisthatallthatfranchisedhotelsallhaveacookie-cutterfeelandlackindividuality.Theartsareagreatwaytogiveahotellobbyaspeciallocalflavour.Byallowinglocalartiststoexhibit,visitorsgetasenseofthecommunity,thelocalartistmayincreasesales,andthehotelmaybecomeamoreuniqueattraction.

• Asklocalrestaurants,coffeehouses,orhotelstosponsorlocalliteraryreadingsfeaturingMétiswriters.

• CreatelocalguidestoMétisartsandincorporatetheirinformationinmarketing.

• Collaboratewithcraftsorartscouncilstopromotelocalartistsinrelationtotourismdevelopment.


SOURCESAboriginalTourismUSQualitativeResearch:SummaryofFindingsandConsiderations,DestinationCanada,2017.

Canada’sIndigenousTourismSector:EconomicImpactsandInsights:APresentationofResearchinProgress.AdamFiser,PrincipalResearchAssociate,TheConferenceBoardOfCanada.PresentedToTheITACInternationalIndigenousTourismConferenceInSaskatoon,October30,2018.

CelebratingRielAndTheMétisNation:TheTimeHasComeMétisNation150.

GuideToIndigenousTourismInCanada,2018/2019,IndigenousTourismAssociationofCanada,2018.

IndigenousPeopleandtheTravelIndustry:GlobalGoodPracticeGuidelines,PlanterraFoundation,GAdventures,InternationalInstituteofTourismStudies,2017.

IndigenousTourismAssociationofCanada:SentimentAnalysis,DestinationTHINK!,2018.

ITACTourismDevelopmentFundingSupportProgram,IndigenousTourismAssociationofCanada,2018.

MetisNationalHeritageCentre:AProjectProposalSummary,TheManitobaMetisFederation,November16,2016.

MétisTourismPolicyPaper,DerekMurrayConsultingAssociates,2010.

NationalAboriginalTourismResearch2015:EconomicImpactofAboriginalTourisminCanada2015,AboriginalTourismAssociationofCanada,O’NeilMarketing&Consulting,2015.

OECD(2018),OECDTourismTrendsAndPolicies2018,OECDPublishing,Paris.Http://Dx.Doi.Org/10.1787/Tour-2018-En

StrongerFocusOnTourismCouldCreateUpTo180,000NewJobs:Report,BillCurry,TheGlobeAndMail,2018

ThePathForward,FiveYearPlan,2016-2021,IndigenousTourismAssociationofCanada,2015.

UnlockingthePotentialofCanada’sVisitorEconomy,DestinationCanada,December2018.

WhatIsCulturalTourism?,JeffGoss,TheGossAgencyInc.

WorldTourismOrganization(2018),TourismandCultureSynergies,UNWTO,Madrid,Doi:Https://Doi.Org/10.18111/9789284418978.

WorldTourismOrganization(2018),UNWTOTourismHighlights,2018Edition,UNWTO,Madrid,Doi:Https://Doi.Org/10.18111/9789284419876.

2019MarketSnapshots:UnderstandingTheOpportunityForIndigenousTourismBusinessInCanada,IndigenousTourismAssociationofCanadaandDestinationCanada,2018.


APPENDIX1:METISNATION150

CELEBRATINGPRESIDENTLOUISRIELANDTHEMÉTISNATION:OURTIMEHASCOMEMétisNation150

INTRODUCTION

Intheyear2020,theGovernmentofCanadaandCanadiansacrossthecountryjoinwiththeMétisNationincelebratingtheMétisNationenteringConfederation150yearsago,asanecessaryandlongoverdueactofreconciliationwiththeMétisNation.ThismilestoneeventprovidesauniqueopportunitytocometogetherasanationindemonstratingrespectandrecognitionofthecriticalrolethatMétisNationleaders,mostnotablyPresidentLouisRiel,andtheMétisNationasawholehaveplayedinforgingandbuildingthiscountry.


TheMétisNationhashadalonghistoryofstruggleinCanadaasweknowittoday.ConflictwiththeMétisNationformsthebackdroptothemanyinjusticesvisiteduponthecitizensoftheMétisNationformostofCanada’s151-yearexistence.

Nevertheless,throughthecurrentprocessofreconciliationwiththeTrudeaugovernment,theMétisNationisfinallysecuringitsrightfulplacewithinCanada.Inparticular,theMétisNationisapproachingits150thanniversaryofjoiningtheCanadianfederation.Assuch,theMétisNation,likeCanadadidin2017,willbecelebratingits150thanniversaryintheyear2020ofitsjoiningConfederation.

ThattheMétisNationcanindeedcelebrateits150thanniversaryisdueinlargemeasuretothesubstantialprogressmadeoverthepastthreeyearswiththeTrudeaugovernment,anunprecedentedprogressthatdidnotseempossibleafewshortyearsago.

NotonlyshouldtheMétisNationmarkthis150thanniversarybycelebratingitsnew

relationshipwithCanada,soshouldalloftherestofCanadiansandtheglobalsociety.

Thisproposaloutlinesavisionandaconcrete,readilyactionableplanforthefurthersignificantadvancementoftheimportant,long-overdueprocessofreconciliationwiththeMétisNationatalllevels.The150th

anniversaryoftheMétisNation’sentryinto

Confederationprovidesauniqueopportunity,throughcelebrationandsharedpositiveexperiencesofallaspectsofMétisNationcultureandtheremarkableachievementsoftheMétisNationoverthepast150years.Aswell,itactsasanimportantmilestoneinthepathtowardsthesharedgoalofMétisNationself-determinationandgovernanceinaunitedCanada.

BACKGROUNDBriefHistoryoftheMétisNation

ThehomelandoftheMétisNationissituatedinwhatwasformerlyknownastheNorthwestwhichtodayhasbeendismemberedbyprovincialboundariesandisencompassedwithinthefollowingjurisdictions:thethreeprairieprovincesofManitoba,SaskatchewanandAlberta,northeasternBritishColumbia,northwesternOntario,asouthernportionoftheNWTandpartofnorthwesternUnitedStates(primarilyNorthDakotaandMontana).

TheMétisNationevolvedasadistinctIndigenouspeoplewithintheirtraditionalhomelandwithalloftheattributeswhichmakesapeopleapeople,includingacommonterritory,asignificantpopulation,adistinctlanguage(Michif),politicalinstitutions,aflag,andastrongandvibrantcultureandwayoflife.OfgreatsignificanceistheMichiflanguagewhichisunique,notonlyinNorthAmerica,butworldwide.ItisanIndigenouslanguageunderthreatofdisappearinganddedicatedeffortsmustbemadetopreserveit.

Inthisconnection,theMétisNationGeneralAssemblyinApril2017aspartofits2020ResolutioncalleduponthecreationofaLouisRielMichifInstitute,withacompanionendowmentfundof$80million.Byagreementwithformerminister,theHon.MélanieJolythisaspectofthe2020Resolutionisbeingpursuedseparately,butmustbe


understoodtobeanintegralpartoftheoverall2020initiative,asaLegacyProject.

TheMétisNationunderPresidentLouisRielnegotiatedtheentryoftheMétisNationintoCanadianConfederationthroughtheManitobaAct,1870ratherthanjoiningtheUnitedStatesofAmerica.PresidentRielisboththeFatheroftheprovinceofManitobaandaFatherofConfederation,andservedasthefirstPremierofManitoba.

TherestoftheMétisNationhomelandwasbroughtintoConfederationthroughtheRupert’sLandOrder1870.ConstitutionalprovisionsweremadeinbothofthoseinstrumentsaddressingMétisNationrights,whichunfortunatelywerenotacteduponinanymeaningfulmanner.

MethodsofDispossession

ThedispossessionoftheMétisintheoriginalpostagestampprovinceofManitobainthedecadefollowingtheentryoftheMétisNationintoConfederationin1870iswellsetoutintheManitobaMetisFederationv.CanadadecisionrenderedbytheSupremeCourtofCanadain2013.TheSCCruledthatthelandgrantprovisionins.31ofthatActwasnotfulfilledasthefederalgovernmentbreachedits“HonouroftheCrown”obligations.

FortherestoftheMétisNation,thescripprocessimposedontheMétisbythefederalgovernmentthroughtheDominionLandsActandsubsequentOrders-in-CouncilwassofundamentallyflawedtheSupremeCourtofCanadainanunrelateddecision(R.v.Blais)in2003madethecommentthat“thehistoryofscripspeculationanddevaluationisasorrychapterinournation’shistory”.

Section91(24)oftheConstitutionAct,1867

Withtheunilateralandunconstitutionalimplementationofthes.31andtheimpositionofthescripsystemontheMétisNation,thefederalgovernment“washedithands”oftheMétis,maintainingthattheMétiswereunderprovincialjurisdictionandresponsibility.ThisledtooveracenturyoffederalgovernmentabdicationofrelationshipswiththeMétisNation,includingexclusionfromthevastmajorityofprogramsandservicesprovidedtoFirstNationsandInuitpeoples.

Thiswasthefederalgovernment’slegalpositionuntiltheSupremeCourtofCanada’s2016DanielsdecisionwhichheldthattheMétis,andinfactallIndigenouspeoples,areincludedintheterm“Indians”ins.91(24).

DecadesofExclusion

BasedontheirpositionthattheMétiswerenotincludedins.91(24),thefederalgovernmentmarginalizedand“ignored”theMétisNationanditscitizensinthefollowinggeneralareas,amongstothers:

• ExclusionofMétisNationWWIIveteransfromentitlement,compensationandapologiesprovidedtoFirstNationsveteransandotherveterans;

• ExclusionofMétisresidentialschoolsfromtheIndianResidentialSchoolSettlementAgreement,the2008apology,themandateoftheTruthand


ReconciliationCommission(TRC)andhencetheTRC94CallstoAction;• Exclusionfromthe60sScoopsettlement(despiteMétisbeingtargetedinthose

actionssuchastheprovinceofSaskatchewan’s“AdoptIndianandMétis”or“AIM”programinitiative);

• Exclusionfromthefederalgovernment’scomprehensiveandspecificlandclaimsprocesses;and

• ExclusionfromthevastmajorityoffederalprogramsandservicesprovidedtoFirstNationsandInuitpeoples,suchasnon-insuredhealthbenefitsunderHealthCanada’sFirstNationsandInuitHealthBranchandpost-secondaryeducationsupports.Inconnectiontoelementaryschoolinginthesouthernprairieprovinces,Métischildrenintothe1940swerenotallowedinpublicschoolsastheirparentswerenotpropertytaxpayers,havinglongsincebeingdisplacedandmarginalized.

RoadAllowancePeople

WiththeimpositionofthescripsystemontheMétisandthesubsequentdisplacementfromtheirlandsandhomes,theMétisinthesouthernprairieprovincesbecamesquattersintheirownhomeland,oftenbeingforcedtoroadallowancesandekingoutaprecariouslivelihoodbydoingmenialjobsforneighboringfarmersandforsometime,pickingbuffalobonesusedformakingfertilizer.

InthenorthernpartsoftheprairieprovincestheMétiswereabletosurvivethroughhunting,trappingandfishingandlivingofftheland.

PersecutionandProsecution

TheMétishavealsosufferedfromthedenialoftheirharvesting(hunting,fishing,trappingandgathering)rightsforwellover100years.Often,Métismenwereimprisonedfortryingtoputfoodonthetablefortheirfamilies.

Essentially,asourElderswouldtellusinthe1970sand80s,thatthegovernmentsmadeus“outlaws”aswecontinuedtoexerciseourrights,mostlyhuntingatnightandinasecretivemanner.

Eventoday,manyofourcitizensarebeingchargedbyboththefederalandprovincialgovernmentsforhuntingandfishinginfractions,includinghuntingorfishingwithoutalicence,evenwherethecourtshaveupheldtheserightsbyvirtueofs.35oftheConstitutionAct,1982.

FromDispossessiontoReconciliation

TheTrudeaugovernmenthasmadeitclearthattherelationshipwithIndigenouspeoplesisnation-to-nation,includinggovernment-to-government,whichisreflectedinallofthemandateletterstoCabinetMinisters.

Ithasbeen36yearssinces.35oftheConstitutionAct,1982hasbeeninforce.Sinceatleast1992allfederalandprovincialgovernmentshaveacceptedthefactthatbyvirtueofs.35allAboriginalpeoplespossesstheinherentrightofself-government.


TheTrudeaugovernmentrecognizesthats.35isa“fullbox”andhasmovedtowardstheimplementationoftheUNDeclarationontheRightsofIndigenousPeoples,aswellassetinplaceanumberofprocesseswithIndigenouspeoples,nationsandgovernmentsonadistinctions-basedapproach:FirstNations,InuitandMétisNation.

IthastakenalongtimebutfinallyPrimeMinisterTrudeauhaspaidattentiontoourstatementsand,sinceMarch2016,hasonlyinvitednationalrepresentativesofIndigenouspeoples,nationsandgovernmentstoFirstMinistersMeetings.Thesearetrulyinter-governmentalmeetings,andsotheyshouldberespectedassuchbyprovincialandterritorialgovernments.

Inadditiontothisrecognitionatintergovernmentaltables,PrimeMinisterTrudeauhasalsoestablishedthePermanentBilateralMechanismwitheachofthethreenationalrepresentativesoftheAboriginalnationsandpeopleshavingtheirownprocess:TheAssemblyofFirstNations,theInuitTapiriitKanatamiandtheMétisNation.AttheApril2017SummitwiththePrimeMinisterandtheMétisNationleadershipaCanada-MétisNationAccordwasenteredintowhichsetoutthesubject-mattersfornegotiationsaswellastheprocessforthenegotiations.

Theworkunderthefirst-yearnegotiationsprocessledtotheunprecedentedinclusionoftheMétisNationinBudget2018withasubstantialallocationtotheMétisNationforspecificservicesbyourgovernmentstoourcitizens.WithSummit2018anewroundofnegotiationsisunderwaywithfurtherspecificasksforBudget2019.

AlsoofgreatsignificanceisthePrimeMinister’scommitmenttohaveanIndigenousLanguagesActpassedbyParliamentpriortoOctober2019.ThisisamatterofcriticalimportancetothecontinuedsurvivalofIndigenouslanguagesandculturesinCanada.ThePrimeMinisteronFebruary14,2018intheHouseofCommonsannouncedthathisgovernmentintendstoenactaRecognitionandImplementationofRightsFrameworklegislation.ThiscertainlywouldprovidegreatersecuritytothecontinuationofthePermanentBilateralMechanismandsection35rightsreconciliationtables.

MÉTISNATION150:ATIMEFORRECOGNITION,RECONCILIATIONANDCELEBRATIONVISION

Intheyear2020,theGovernmentofCanadaandCanadiansacrossthecountryjoinwiththeMétisNationincelebratingtheMétisNationenteringConfederation150yearsago,asanecessaryandlongoverdueactofreconciliationwiththeMétisNation.ThismilestoneeventprovidesauniqueopportunitytocometogetherasanationindemonstratingrespectandrecognitionofthecriticalrolethatMétisNationleaders,mostnotablyPresidentLouisRiel,andtheMétisNationasawholehaveplayedinforgingandbuildingthiscountry.

SHAREDOUTCOME

Theyear-longMétisNation150celebrationwillenableagreaterappreciationandknowledgeoftheMétisNationamongallCanadians,inspiredbytheleadership


providedbythePrimeMinisterofCanadaandMétisNationgovernments.ItwillenrichandstrengthentherelationshipbetweentheMétisNationandCanada,andcontributetoamoreunified,sharedandsustainedsenseofpridefortheMétisNationandforallCanadians.

KEYOBJECTIVES

Wehaveidentifiedfivekeyobjectivesforthisyear-long,Canada-widecelebrationofMétisNation150.

KEYOBJECTIVE1:HONOURINGMÉTISNATIONLEADERS

KEYOBJECTIVE2:CELEBRATINGMÉTISNATIONACHIEVEMENTS

KEYOBJECTIVE3:CELEBRATINGMÉTISNATIONARTS&CULTURE

KEYOBJECTIVE4:BUILDINGANDSHARINGKNOWLEDGE

KEYOBJECTIVE5:EFFECTIVEIMPLEMENTATION,MANAGEMENTANDOPERATIONS

AnoverviewoftheproposedMétisNation150themes,primaryactivities,costs,andperformanceindicatorsisprovidedbelow,alongwithasummarybudget.AmoredetailedbudgetwithcostingdetailsisprovidedinAnnexA.

KEYOBJECTIVE BUDGET

1.HonouringMétisNationLeaders $6,430,000

2.CelebratingMétisNationAchievements $3,875,000

3.CelebratingMétisNationArts&Culture $6,300,000

4.BuildingandSharingKnowledge $2,600,000

5.Management&Operations $1,900,000

Sub-Total $21,105,000

MNCAdministrationFee15% $3,165,750

GRANDTOTAL $24,270,750

KEYOBJECTIVE1:HONOURINGMÉTISNATIONLEADERS($6,430,000)

Theme

• Thecelebrationofthe150thanniversaryoftheMétisNation’sentryinto

ConfederationthroughtheManitobaAct,1870andtheRupert’sLandOrder,1870,isregardedasanessentialandconcretedemonstrationofthedeeplyheld,jointcommitmentarticulatedinthe2017Canada-MétisNationAccordtoachievingtrueandlong-lastingreconciliationbetweenCanadaandtheMétisNation.

• MétisNation150willprovideauniqueopportunitytoaddressandrectifylong-heldmisconceptionsabouttheMétisNation’sroleinCanada’shistoryandin


Confederation,throughhonouringMétisNationleaderstheforemostofwhomisPresidentLouisRiel.

Activities

1.1LegacyProject:CommissionandcompleteacommemorativebronzestatueofPresidentLouisRielacknowledginghishistoricroleinthefoundingofManitobaandresultingcontributionstoCanada,tobeplacedonParliamentHill.

1.2LegacyProject:EstablishtheLouisRielMichifInstituteinWinnipeg,alongwithacompanionEndowmentFund.Thishasbeendiscussedpreviouslyandisbeingfundedseparatelyyetnonethelesswillformanimportantpartofthe2020MétisNation150activitiesandcelebrations.

1.3LegacyProject:EstablishaMétisNationResearch&ArchivesInstituteinWinnipeg.

1.4LegacyProject:CreateapermanentMétisHistoricSiteandTouristAttractionatRedRiver

1.5DevelopandpublishamuseumqualitycoffeetablebookwhichincludesacollageofMétisLeaders,artists,writers,prominentMétisfiguresthroughouttheMétisNation’shistoryuptopresentday,withabiographyofeach.

1.6Create30smallercommemorativebronzestatuesofLouisRiel(“tabletop”size)tobeprovidedtoselectedMétisNationrepresentativesandMétisNationpartners.

1.7Design,mintandaward150MedalsofHonourtobeawardedtoMétisNationleaders,volunteersandsupportersoftheMétisNation.

1.8Designandmint2000150CommemorativeMedalstobedistributedbyMétisNationGoverningMembersastheyseefittooutstandingMétisNationcommunitymembersandvolunteersintheirrespectivejurisdictions.

1.9Designanddistribute5000CommemorativeSashestoMétisNationparticipantsandguestsoftheMétisNationduringthe150th

anniversary.

ExpectedResults:MeasuringSuccess

• CommemorativeBronzeStatuecompletedandofficiallyunveiledonParliamentHill.• NumberofMétisNationleadersandcommunitymembersreceiving

commemorativemedals,awardsandsashes.• PublicationanddistributionofamuseumqualitycoffeetablebookhonouringMétis

NationleadersthroughoutCanada’shistory.

KEYOBJECTIVE2:CELEBRATINGMÉTISNATIONACHIEVEMENTS($3,875,000)

Theme:

MétisNationachievementsarerecognized,acknowledgedandcelebratedbytheMétisNation,Canadianleadersatalllevelsofgovernment,andbyCanadiansgenerally.


Activities

Activitiesaregroupedaccordingtothreemajorthemes:MarqueeeventsandactivitiescentredaroundtheRedRiverandthehistoricMétisNationHomeland,andcertainkeyeventsintheNationalCapital(forexample,CanadaDay);EventsandactivitiesundertakenacrosstheHomelandthroughouttheyearsintheMétisNationregions;andeventsandactivitiesundertakenatthelocalcommunitylevel.Thesearedescribedbrieflybelow,inchronologicalorder.

2.1MarqueeEvents

2.1.1February17,2020LouisRielDay,Manitoba.

2.1.2May12–anniversaryoftheManitobaAct1870:TheMétisNationEntersConfederation.

2.1.3June21-NationalIndigenousPeoplesDay.

2.1.4July1,CanadaDay.Enhance150thCelebrationsintheNationalCapitaltoacknowledgeandcelebratethe150th

anniversaryoftheMétisNation’sentryinto

Confederation,withparticularattentiondevotedtohonouringthecontributionsofPresidentLouisRielandotherleadingMétisNationfiguresinthefoundingandbuildingofCanada,andtocelebrate,throughthearts,musicanddance,MétisNationculture,achievements,andcontributionsthroughoutCanada’shistorymoregenerally.CoupledwithcelebrationsinlocalcommunitiesthroughouttheMétisNationhomeland.

2.1.5July–enhancedBacktoBatochecelebrations,extendingoverafullweek.

2.1.6August9–SpecialeventtomarktheInternationalDayoftheWorld'sIndigenousPeoples,consistingofaneveningofCelebrationhostedbytheMétisNationandheldinOttawawithGovernmentLeadersandinternationalrepresentativesfromEmbassies/Missions.

2.1.7September(datetbd)2020MMFAnnualGeneralAssembly–Enhancedcelebrations.

2.1.8October22,2020.CelebrationofLouisRiel’sbirthday.

2.1.9November11,2020.EnhancedRemembranceDayactivitiesinOttawaandmultiplelocations,withafocusonHonouringMétisVeterans.

2.1.10November16,2020.HonouringandcommemoratingtheAnniversaryofPresidentLouisRiel’sexecution.

2.2MétisNationRegionalEventsandActivities.Inadditiontothemarqueeevents,anumberofeventswillbeledthroughouttheyearacrosstheHomeland.Weanticipateapproximately27oftheseeventswillbeheldduring2020eachofwhichwillcomplementandextendtheimpactofthelargereventsoccurringincloserproximitytotheRedRiverandintheNationalCapital.

2.3Aswell,theMétisNation150fundingwillsupportCommunity-BasedprojectsthroughouttheHomeland.


MeasuringSuccess:PerformanceIndicators

Numberofeventstakingplaceduringcalendaryear2020.Averageestimatednumberofparticipantsineachevent.

KEYOBJECTIVE3:CELEBRATINGMÉTISNATIONARTS&CULTURE($6,300,000)

Theme

PastandpresentachievementsoftheMétisNationareshowcasedandsharedwithCanadiansthroughart,song,danceandotherformsofculturalexpression.

Activities

ActivitiesinthiscategoryarefocusedondevelopinganintegratedsuiteofculturalandeducationalresourcesthatexpressthebestofMétisNationartisticandculturalexpression,asameansofraisingawarenessoftheMétisNationacrossCanadathroughacelebrationofMétisdance,musicandartinallitsforms.Asignificantportionofthefundsrequestedforthisactivitystreamwillbedirectedtowardsonlineandvirtualresourcestoenhancetheportabilityandreachofthestoriesandknowledgethatisbeingshared,aswellassignificantinteractiveinstallationsthatarereadilyaccessibleandappealingtothepublic.

3.1RedRiverMusicFestival.

3.2TwoMétisNation-wideSportingEventsincludingaSummerMétisNationGamesandaMétisNationWinterGamestobeheldinWinnipeg.

3.3 TheatricalProductions,includingBatocheTheatreCompanyRe-enactmenttobeheldduringBatocheDaysandontourinManitobathroughouttherestoftheyear.3.4 Thedevelopmentofatouring/TravelingCulturalExhibitioncalledTheStoryoftheMétisNation.3.5 Thedevelopment,publicationanddistributionofaMétisNationCoffeeTableBook.3.6 InpartnershipwithHeritageCanada,theincorporationofaSpecialSectiondedicatedtotheMétisNation150celebrationsinCanada'sAnnualHistory–SoundandLightShowonParliamentHill.

3.7Theproductionanddistributionoffour30-60minuteVideoDocumentariescommemoratingandcelebratingMétisNationhistory,culture(includinglanguage)andcontributions(includingadocumentarydedicatedtohonouringthecontributionsofMétisVeterans).

3.8Theproductionanddistributionofaseriesofcomplementarytwelve(12)1to3minuteVideoVignettes,oneforeachmonthoftheyear,highlightingdifferentaspectsofMétisNationhistoryandculture.

3.9TheStoryoftheMétisNation(TravelingCulturalExhibition)toincludeMétisart,videos,culturaldemonstrations.


3.10RedRiverCarttrek(s)tocoincidewithoneormoremajorevents.


Numberoftimesonlineresourcesareaccessedduringyear2020(includingvideos,vignettes,documentaries,socialmediaproductsetc.).

Estimatednumberofparticipantsineachofculturaleventsheldduringyear2020Distributionanduptakeofpublications.

KEYOBJECTIVE4:BUILDINGANDSHARINGKNOWLEDGE($2,600,000)

Theme

KnowledgeoftheMétisNation’shistoryandplaceinConfederationandincontemporaryCanadiansocialandpoliticalstructuresandgovernancemodelsisstrengthenedandextended.

Activities

4.1TwonationalConferenceswillbeheldinWinnipegintheSpringandFallof2020respectivelytopermitanin-depthexplorationandexaminationofkeytopicsrelatedto(1)MétisNationIdentity,History,andFutureand(2)Rupert’sLandOrderandrelatedtopics,tostrengthencontemporaryknowledgeoftheMétisNation’splaceinCanada’shistoryandalsoitsfuture.

4.2CrossCanadaSpeakingTourtoincreaseknowledgeoftheMétisNationhistory,culture,andaspirationsasaself-governingIndigenouspeopleinCanada,tobeledbyMNCPresidentChartier.

4.3AnInternationalAmericanIndigenousYouthConferencetobeheldinWinnipeg.

4.4AseriesofStoryBoardsInstallationstobeerectedatBatoche,Winnipeg(RedRiver)andMétisCrossing,plusoneinConfederationParkinOttawa.

4.5Scholarlypublication(editedvolume)onMétisNationHistory.

4.6ThedevelopmentandpublicationofjournalarticlesandconferenceproceedingsfromtheabovetwonationalconferencesplannedfortheSpringandFallof2020.


EstimatednumberofdelegatesattwoMétisNation150conferencesheldintheSpringandFall2020.

EstimatednumberofdelegatesattheAmericanIndigenousYouthConferencebeinghostedbytheMétisNationin2020.

EstimatednumberofparticipantsatthecrossCanadaMétisNation150SpeakingTourevents.NumberanduptakeofpublicationsspecifictoMétisNation150activitiesandinitiatives.


KEYOBJECTIVE5:EFFECTIVEIMPLEMENTATION/MANAGEMENTANDOPERATIONS($1,900,000)

Theme:MétisNation150isimplementedinatimely,cost-effectivemannerthatisfullyresponsivetotheneedsandaspirationsoftheMétisNation.

Activities

5.1Supportthework(incl.meetings)oftheMétisNation150SteeringCommitteeandanassociatedMétisNation150TechnicalWorkingGrouptodirectandsupportimplementationofallMétisNation150plansandactivities(withassociatedTermsofReference).

5.2DevelopandimplementanEvaluationFrameworkandundertakePerformanceMeasurementtoassessimpactsofMétisNation150.

5.3DevelopandimplementaCommunicationsStrategy(toinclwebsitedevelopment,socialmediareleasesandprofile,printedmaterials,interimandfinalreports).

5.4Recruit,providefor,andmanagetheworkoftheproject-specifichumanresourcesrequiredforimplementationofMétisNation150(including1xFTEProjectManager;1xCommunicationsManager;IxProductionManager;21.5FTELogisticsandAdministrativeSupport)


DevelopmentofMétisNation150Workplanwithtimelines,deliverablesandperformancemeasures.

NumberofmeetingsandestimatedattendanceofSteeringCommitteeandTechnicalWorkinggroupheldduring2018-2020.

DevelopmentofMétisNation150CommunicationsStrategyandworkplan.EstimatedreachanddistributionofresourcesachievedthroughMétisNation150

CommunicationsStrategy.DevelopmentofMétisNation150LogicModelandassociatedmeasurementframework.Collectionandanalysisofdatatoassessperformance.Finalreportdescribingtheelements,processes,impactsandoutcomesofMétisNation150.

CONCLUSIONS

InthesamewaythatCanadalastyearmarkedits150thanniversaryofconfederatingasanewcountry,sotoodoestheMétisNationwishtomarkthe150thanniversaryofitsjoiningthatventure.

AtourApril2017GeneralAssembly,ourMétisNationleadershipadoptedResolution2020whichmandatesustoengageincelebrating2020asour150thanniversaryofjoiningCanada.

WeregardtheproposedMétisNation150initiativeasanessentialpartofourpathontheroadtoreconciliation.WehavecommunicatedonmultipleoccasionswithboththePrimeMinisterandformerMinisterMélanieJolyaboutthismatter,bothofwhomhave


beenconsistentlysupportiveinprinciple.

TheleadershipoftheMétisNationisappreciativeofthesignificantprogresswehavemadesinceCanada’sdecisiontocreatethedistinctions-basedPermanentBilateralMechanismprocessesandthepositiveoutcomeofBudget2018fortheMétisNationanditscitizens.Weregardthisinitiativeasentirelyconsistentwiththatprocessandthosecommitments.

OnFebruary15,2016,thePrimeMinisterofCanada,theRightHonourableJustinTrudeau,inmarkingtheoccasionofLouisRielDayinManitoba,madethefollowingstatements:

"Today,IjointheMétispeople,Manitobans,andCanadiansacrossthecountrytocommemorateLouisRiel:achampionofminorityrights,afounderofManitoba,andakeycontributortoCanadianConfederation.

"LouisRielmadeimportantsacrificestodefendtherights,thefreedoms,andthecultureoftheMétispeople.TheidealsthatLouisRielfoughtfor—idealsofinclusivenessandequality—arenowtheverysamevaluesonwhichwebaseourcountry'sidentity.

Asweworktorenewanation-to-nationrelationshipwiththeIndigenouspeoplesofCanada,includingtheMétispeople,letustakeamomenttoreflectonthelifeofLouisRiel,andcelebratethemanycontributionsofMétiscommunitiestoourgreatcountry."

Withthe150thAnniversaryoftheMétisNationenteringconfederationin2020,the

timehascometotrulyacknowledgeandcommemoratenotonlyPresidentLouisRiel’sremarkablelifeandcontributionstothefoundingofthiscountry,buttocelebratethesignificantachievementsandcontributionsofthemanyMétismenandwomenwhosincethattime,inspiredbyhim,havecontinuedthefighttoadvancetheidealsofinclusiveness,recognitionandequalityfortheMétisNationinCanada.

toward a mÉtis tourism strategy environment scan and ...©tis-tourism.… · métis tourism sector...

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