Indigenous Tourism BC Unveils Refreshed Branding to Empower Indigenous Futures and Inspire Global Visitors

xʷməθkʷəyəm (Musqueam), sḵwx̱ wú7mesh (Squamish) and səlilwətaɬ (TsleilWaututh)/Vancouver, BC—Indigenous Tourism BC (ITBC) is proud to unveil its refreshed branding, marking a new chapter in the organization’s journey. From our humble beginnings in 1996 to the dynamic force we are today, ITBC has been dedicated to shaping the future of Indigenous tourism. As we enter this exciting new phase, we are realigning, refocusing, and stepping forward with clarity and confidence.

Our refreshed branding reflects our deep reflection, collaboration, and renewed commitment to the principles that have always guided us. We took the time to pause, listen, and reflect on our past, present, and future. And through this process, we rediscovered a powerful truth—Everything is connected.

This belief is woven into the very fabric of our work. We are more than just tourism advocates; we are storytellers, culture keepers, and land stewards, driven by purpose and an unwavering dedication to the communities we serve. This interconnection shapes how we serve Indigenous tourism businesses, First Nations communities, and global travellers.

“At the heart of our refreshed brand is a simple yet profound purpose: to empower Indigenous futures and inspire global visitors by living the brilliance of our ancestors’ teachings, today. Our dream is for Indigenous tourism to become a pillar of prosperity, sovereignty, and cultural strength for generations to come,” says Paula Amos, Chief Marketing and Development Officer, Indigenous Tourism BC.

Well-being For All: A Promise to Our Stakeholders and Travellers

Our brand intention is simple: Well-being For All. This represents what travellers can expect when they engage with Indigenous tourism in British Columbia and what our Stakeholders can expect from ITBC. For travellers, it means experiences that nourish the mind, body, and spirit. For Indigenous businesses and First Nations communities, it means opportunities, growth, and pride.

As we unveil this refreshed brand, we do so with a vision of a prosperous future where Indigenous tourism is a thriving, integral part of the global tourism landscape. Indigenous Tourism BC is more than an organization. We are a movement—one that invites travellers, businesses, and communities to come together to experience the richness of Indigenous cultures, history, and territories in British Columbia.

Indigenous Tourism BC’s Next Chapter: Watch Our New Video

For more information about Indigenous Tourism BC and our refreshed brand, please visit https://www.indigenousbc.com

Media Contact

Nine Point Agency
Megan Harper
[email protected]
+1 647 390 0874