Leadership & Organizational Innovation

ITBC plays a pivotal role in shaping the future of Indigenous tourism in British Columbia. Our work ensures that Indigenous values inform tourism solutions that directly and equitably benefit First Nations and Indigenous communities and businesses invested in the tourism sector.

As the official representative for Indigenous cultural tourism, ITBC leads efforts to build a thriving tourism sector that reflects Indigenous values and creates opportunities for communities and entrepreneurs. Our work is centred around strengthening relationships with Indigenous tourism businesses and First Nations, advocating for the right economic and social conditions, and promoting sustainable growth across the tourism industry.

Areas of Focus

1. Global Leadership and Thought Leadership
   ITBC is a recognized leader in Indigenous tourism globally. We are at the forefront of industry discussions, advocating for Indigenous- and First Nations-driven solutions on regional, national, and international stages. Through our leadership, we drive economic Reconciliation and bring innovation to the tourism sector.
2. Strengthening Indigenous Community Relationships
   We empower Indigenous communities and First Nations to shape their tourism futures. By building strong, trust-based relationships and offering tailored support, we ensure that Indigenous tourism is rooted in the unique values of each community, fostering culturally sustainable development.
3. Supporting Indigenous Entrepreneurs and Workforce Development
   ITBC nurtures Indigenous entrepreneurship and creates pathways for careers in the tourism industry. Through specialized training and one-on-one guidance, we equip Indigenous and First Nations business owners to thrive as entrepreneurs and skilled tourism professionals.
4. Capacity Building within ITBC, First Nations and Indigenous Communities
   We invest in developing digital capabilities, business resources, and staff, ensuring ITBC, Indigenous tourism businesses and First Nations are ready to meet future challenges and opportunities.
5. Advocacy, Reconciliation, and Sustainable Growth
   Advocacy is at the core of ITBC’s work. Grounded in the principles of the Declaration on the Rights of Indigenous Peoples Act (DRIPA) and the Truth and Reconciliation Commission’s Calls to Action, we ensure that Reconciliation is embedded in every tourism partnership and initiative, securing the financial and political support that Indigenous tourism needs to grow sustainably.
6. Stakeholder Engagement and Communication
   ITBC maintains clear and continuous communication with stakeholders, ensuring they are informed and supported. Programs like the Tourism Roadmap guide tourism operators through recovery and long-term growth.

Leadership in Action

ITBC demonstrates leadership and innovation through numerous impactful projects:

• We led critical labour market research in 2020 that shaped workforce development strategies across BC’s Indigenous tourism sector.
• We secured over $15 million in recovery funds during the pandemic, directly supporting more than 140 Indigenous businesses.
• We co-developed the Invest in Iconics Strategy, promoting responsible tourism while increasing visitation to BC and celebrating Indigenous cultures.
• We established a Corporate Services division and deployed Regional Indigenous Tourism Specialists to offer one-on-one support, helping Indigenous tourism businesses and First Nations capitalize on opportunities and develop sustainable tourism plans.

These initiatives and many other projects demonstrate ITBC’s ongoing commitment to empowering Indigenous communities and driving innovation throughout the tourism industry.