Destination Vancouver & Indigenous Tourism BC: Making Indigenous Ownership Visible is Reconciliation in Action
Reconciliation in action begins with truth, acknowledging the harms of the past and recognizing how they continue to shape our communities today. Through partnership and education, Destination Vancouver and Indigenous Tourism BC are demonstrating what meaningful change can look like in the visitor economy.
Since time before memory, the lands now known as Metro Vancouver have been home to the q́ićəý̓ (Katzie), q́ʷɑ:ńƛ̓əń (Kwantlen), kʷikʷəƛ̓əm (Kwikwetlem), máthxwi (Mat squi), xʷməθkʷəy̓əm (Musqueam), qiqéyt (Qayqayt), se’mya’me (Semiahmoo), Sḵwx̱wú7mesh Úxwumixw (Squamish), sc̓əwaθən məsteyəxʷ (Tsawwassen) and sə́lílwətaʔɬ (Tsleil-Waututh). Today, Vancouver is home to the third-largest urban Indigenous population in Canada. Indigenous art, cuisine, and land-based tourism experiences are vibrant expressions of living cultures, and they deserve to be Indigenous-led, directly benefiting Indigenous economies and wellness.
WORKING TOGETHER FOR MEANINGFUL CHANGE
Destination Vancouver has long promoted Indigenous tourism experiences. Through collaboration with ITBC, guided by Indigenous tourism operators, leaders, and communities in BC, the organization deepened its understanding of the distinction between an “Indigenous experience” and an Indigenous-owned business. A business that hires an Indigenous storyteller is not the same as one that is Indigenous-owned and community-led.
“With the Indigenous-owned and Authentic Indigenous designations, we are ensuring visitors can clearly see which experiences are Indigenous-led,” says Wendy Jackson, Regional Indigenous Tourism Specialist, Vancouver, Coast & Mountains at Indigenous Tourism BC. “Travellers can confidently identify and choose Indigenous-owned, and directly support community well-being, cultural revitalization, and economic self-determination. That’s reconciliation in action.”
The integration of Indigenous Tourism BC’s Authentic Indigenous and Indigenous Owned certification marks into Destination Vancouver business listings now provides that clarity.
AN IMPORTANT LEARNING JOURNEY
“This was an important learning journey for our team,” says Gwendal Castellan, Manager, Sustainable Destination Development at Destination Vancouver. “We recognized that promoting Indigenous experiences must go beyond programming to uplifting Indigenous ownership and leadership. By clearly identifying Indigenous-owned businesses, we’re aligning our platform with our commitment to sustainability and reconciliation.”
Choosing Indigenous-owned tourism is more than a travel decision — it is a direct contribution to renewed economic prosperity and regenerative relationships for First Nations, Métis, and Inuit Peoples in BC. This partnership offers a model for destination organizations across the country: reconciliation is not a statement. It is action.
For more information, please reach out to [email protected]