Authentic Indigenous and Indigenous-owned FAQs

Program Designations

• What are the designations?

  There are currently two designations within the Authentic Indigenous Program:

  Indigenous-owned designates tourism operators that are majority-owned and operated by Indigenous people/organizations, and that travellers who support the business are supporting Indigenous communities and entrepreneurs. This designation is available for all visitor-, market-, and export-ready ITBC Stakeholders.

  Authentic Indigenous designates market- and export-ready operators that demonstrate high levels of commitment and contribution to the values of culture, community, and sustainability, and incorporate these values directly into their visitor experiences. Designees must also meet the market-readiness demands of travellers seeking remarkable, unique, educational, eco-friendly and culturally appropriate experiences within Indigenous communities across BC. 

Earning an Indigenous Tourism BC Indigenous-owned or Authentic Indigenous Designation

• How do I become an ITBC Stakeholder and receive the Indigenous-owned designation?

  The Indigenous-owned designation is awarded to tourism businesses that are at least 51% owned and operated by 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 BC tourism industry. To become an ITBC Stakeholder and receive the Indigenous-owned designation, please complete the online application.

• What is the benefit of becoming an ITBC Stakeholder or Indigenous-owned designee for Indigenous tourism operators in BC?

  Indigenous-owned designation recipients will receive the following benefits:

  • Access to physical black and white Indigenous-owned decal.
  • Access to digital black and white Indigenous-owned decal and logo.
  • Addition of black and white Indigenous-owned decal on the ITBC listing.
  • Easy identification by visitors, media, travel trade, industry, government and other organizations.
  • Visitors will know their dollars are going to Indigenous communities and business owners. 
  • Access to marketing toolkit for assistance in promoting the designation to clients and visitors, including a templating press/media release.
  • Education of media and influencers on what Indigenous-owned means.
  • Increased emphasis on the importance of authenticity and cultural protection will be a part of the storytelling and a primary message to ITBC’s audiences.
  • Marketing through ITBC attendance at trade shows and production of associated trade show material.
• How do I receive the Authentic Indigenous Designation?

  By joining the Authentic Indigenous community, you enhance your business’s visibility and contribute to the goal of preserving and promoting Indigenous cultures. These designations are more than just a mark of authenticity—they celebrate and share your commitment to excellence, sustainability, culture, and community. To become an ITBC Authentic Indigenous designee, please complete the online application.  If the basic criteria are met, our team will contact you to arrange a video interview, during which you will have the opportunity to share the story of your commitment to community, culture, and sustainability in more detail.

• Are there additional benefits for an Authentic Indigenous designation?

  In addition to receiving all Indigenous-owned benefits listed above, Authentic Indigenous designees will receive:

  • Access to physical gold Authentic Indigenous decal.
  • Access to digital gold Authentic Indigenous decal and logo. 
  • Addition of gold Authentic Indigenous decal on the ITBC listing.
  • Additional marketing materials to promote the designation to their clients and visitors.
  • Content creation, including video, blog posts, and media series such as Living Legends, among others. 
  • Website and social media platform activities.
  • Priority promotion at media marketplaces.
  • Preference for trade and media familiarization (FAM) tours organized by ITBC and our partners.
  • Preference for inclusion in ITBC itineraries for travel trade, as well as itineraries related to the Invest in Iconics Strategy marketing campaigns.
• How does ITBC determine the success of an Authentic Indigenous application?

  Once you complete the online application, ITBC will review your submission to determine if your business meets the basic criteria of the Authentic Indigenous program. If it does, we will be in touch with you to arrange a video chat where we can both share more information and ask each other questions. Once the video session is complete, an adjudication panel will review all materials and information to determine if you qualify for the Authentic Indigenous designation.

• Could you share some examples of businesses that have received the Authentic Indigenous designation?

  Take a look at the stories from our growing list of Authentic Indigenous designees to see the level of commitment and contribution to culture, community, and sustainability demonstrated by these exemplary Indigenous tourism businesses, how they incorporate these efforts into bookable visitor experiences, and how their work returns a benefit that extends beyond their profit and to First Nations and Indigenous Peoples in BC.

• What if I don’t meet the requirements for the Authentic Indigenous designation?

  If you do not meet requirements for Authentic Indigenous designation at the time of your application, our team will advise you of the reason(s) for the decision and make recommendations on what you can do to get there, if possible. The most common reasons an ITBC Stakeholder application is not approved for Authentic Indigenous designation are:

  • Open for less than one year
  • Market-readiness needs work (website, social media)
  • Some commitment to culture, community, and sustainability is present, but not an integral part of bookable visitor experiences.
  • Some commitment to culture, community, and sustainability is present, but the benefits do not directly support any larger efforts for First Nations communities and Indigenous Peoples. 
  • Business does not follow protocols, maintain relationships with, or receive approval from the local First Nation.

Indigenous-owned and Authentic Indigenous Marketing Materials

• How do Stakeholders gain access to Indigenous-owned and Authentic Indigenous decals and marketing materials?

  Authentic Indigenous experiences will receive marketing materials to promote the designation to their clients and visitors.ITBC has created this Authentic Indigenous Program Toolkit to provide you with many ideas on how to leverage the program. Ideas include: 

  • Branding usage
  • Key messaging statements
  • Website copy
  • Social media post ideas
  • Market readiness resources
  • And much more
• Where can Stakeholders use their Indigenous-owned and Authentic Indigenous logos?

  There are many ways you can use the designation decal. Like any branded designation, there are guidelines for its usage, such as colours, minimum sizes and protection space.

  For more information, please contact the Authentic Indigenous program manager at [email protected]