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Indigenous-owned and Authentic Indigenous Designations
We are dedicated to uplifting and showcasing the rich cultural heritage of Indigenous communities across B.C. through two designations: Indigenous-owned businesses and Authentic Indigenous experiences.
Elevate Your Business with Indigenous Tourism BC
Whether you’re looking to showcase your Indigenous ownership or highlight the cultural authenticity of your experiences, ITBC is here to support you, with two designations: Indigenous-owned businesses and Authentic Indigenous experiences. Join ITBC today to elevate your business, access valuable resources, and contribute to the sustainable growth and preservation of First Nations and Indigenous cultures in British Columbia.
Join the Authentic Indigenous Community
By joining the Authentic Indigenous community, you enhance your business’s visibility and contribute to the goal of preserving and promoting First Nations and Indigenous cultures. These designations are more than just a mark of authenticity—they are a commitment to excellence, sustainability, culture, and community.
Indigenous-owned Designation
The Indigenous-owned designation is awarded to tourism businesses that are at least 51% owned and operated by First Nations or Indigenous individuals or organizations. This designation assures visitors that their choice to support these businesses directly contributes to successful and self-determined First Nations and Indigenous participation in the B.C. tourism industry.
Automatic Qualification: If your business is a Tier 2-4 ITBC Stakeholder, you automatically receive the Indigenous-owned designation. There is no need to apply separately—your qualification is already recognized and celebrated.
Benefits of the Indigenous-owned Designation:
- Highlight your business as an Indigenous-owned entity across ITBC platforms.
- Offer ease of identification to visitors, media, travel trade, industry, government and other organizations.
- Show visitors that their dollars are going to First Nations and Indigenous communities and tourism business owners.
- Educate media and influencers on the importance of authenticity and cultural protection.
Leverage the Indigenous-owned designation program:
- Access to marketing toolkits and resources to enhance your business’s presence.
- Use the Indigenous-owned decal in your marketing materials and at your brick-and-mortar location to distinguish your business.
Authentic Indigenous Designation
The Authentic Indigenous designation recognizes Indigenous-owned businesses that go above and beyond to revitalize and protect Indigenous cultures, languages, and Traditional Territories in B.C. This means visitors can engage with Indigenous cultures meaningfully and respectfully, knowing their visit helps preserve traditions, empower local communities, and protect the environment.
Your business may qualify for the Authentic Indigenous designation if you are a Tier 3 or Tier 4 ITBC Stakeholder. This inclusive designation requires that your offerings are ready to welcome visitors (market ready) and culturally authentic, and that you have a solid marketing plan in place. Review the full criteria and then apply here.
In addition to receiving the benefits of the Indigenous-owned designation, the Authentic Indigenous designation offers your business valuable benefits that enhance both your presence and your impact to celebrate your culture with integrity. Showcase your dedication to preserving and sharing Indigenous culture with the world.
Enhance Your Marketing: Leverage ITBC’s content creation, including video features, blog posts, and priority promotion in media marketplaces to reach a broader audience. Receive:
- Access a physical and digital gold Authentic Indigenous decal.
- Obtain a gold Authentic Indigenous decal on your ITBC listing.
- Additional marketing materials to promote the designation to your clients and visitors.
- Boosted profile on ITBC’s website and social media platform activities.
- Preference for inclusion in ITBC itineraries for travel trade
And unlock exclusive opportunities: Gain preference for media coverage and familiarization (FAM) tours, and be featured in high-profile itineraries as part of the Invest in Iconics Strategy marketing campaigns.
What's Next in 2026
The Authentic Indigenous designation is just the beginning.
In 2026, Indigenous Tourism BC (ITBC) will continue promoting designated businesses through:
- Digital Storytelling
- Partnership Collaboration
- Travel Trade & Media
Businesses are also encouraged to actively engage with ITBC’s promotional efforts to maximize the value of their designation.
2026 Priorities
Digital Storytelling
Continued promotion through ongoing digital storytelling across its consumer and corporate websites, newsletters, blogs, and video content.
Paid Digital Advertising
Year-round paid marketing campaigns will promote Authentic Indigenous experiences through Google, YouTube, Performance Max, and other digital advertising channels.
Target audiences include:
- Conscious travellers seeking meaningful experiences
- Indigenous travellers
- Corporate and organizational groups
Social Media Promotion
continued amplification through organic and paid social media campaigns across Facebook, Instagram, TikTok, Google, and other digital channels.
Promotion may include:
- Business photography and video content
- Experience highlights
- Sharing and amplifying participant-created content
Visitor Centre Promotion
Work with Visitor Centres across BC to increase awareness of the Authentic Indigenous and Indigenous-owned designations.
Opportunities for participants include:
- Greater visibility through Visitor Centre education and resources
- Increased awareness among frontline visitor services staff
Partner Marketing
Collaboration with DMO’s and partners to increase awareness through their websites, marketing campaigns, and social media channels.
This collaborative approach expands the reach of designated businesses and introduces Authentic Indigenous experiences to new audiences.
Stakeholder Awareness
Continued promotion of the program throughout ITBC’s network by featuring the designation in corporate communications, events, presentations, stakeholder meetings, and member communications.
This ongoing awareness helps strengthen recognition of the Authentic Indigenous designation.
Travel Media & Travel Trade
Continued promotion to travel media and travel trade partners, encouraging them to include designated businesses in stories, itineraries, and travel packages.
Activities include:
- Story development and media outreach
- Press releases/newsletter features
- Promotion through travel trade, media resources, and events
Here are some tangible ways your business can further leverage the Authentic Indigenous designation and ITBC’s ongoing efforts.
- Amplify ITBC’s efforts by sharing, reposting and requesting collaborations on social media posts
- Share Authentic Indigenous-related materials and announcements to your networks
- Use your designation as a story starter when approached by trade and media
- Reference your business’ Authentic Indigenous blog story on the ITBC consumer website. Stories found here.
- Update ITBC on new products, offerings, achievements and community, cultural or environmental-focused initiatives
- Check in with your local RDMO and/or CDMO to ensure they are aware of your designation
2025 Program Highlights
The first year of the relaunched program delivered strong momentum and increased visibility for the Authentic Indigenous designation:
- 6 new businesses received the Authentic Indigenous designation.
- 23 business-specific blogs were published, showcasing Authentic Indigenous experiences.
- Strong promotional partnerships were established with Destination Vancouver and Kootenay Rockies Tourism.
- The Authentic Indigenous and Indigenous-owned webpage became the most visited landing page on the ITBC consumer website for five months, driven through paid advertising and organic promotion.
- An average of 14 social media posts each month highlighted Authentic Indigenous businesses and the designation program.
- Between April 1, 2025 and March 17, 2026, ITBC published 173 social media posts promoting the program and designated businesses.
- Program awareness YouTube video was developed and shared out through ITBC social and corporate Channels: https://www.youtube.com/watch?v=mhFmFMEhJ_c&t=7s
Eligibility & Application
Enhance your business’s visibility and contribute to preserving and promoting Indigenous cultures. These designations are more than just a mark of authenticity—they are a commitment to excellence, sustainability, culture, and community.
