The tourism landscape is constantly evolving. To stay agile and adapt to these shifts, Indigenous Tourism BC (ITBC) is strengthening our relationships across the broader tourism ecosystem in British Columbia. Working together, we can reach new audiences, explore co-branding, enter new markets and advance our mutual goals—driving growth and success for everyone. By building meaningful partnerships with non-Indigenous organizations and businesses, we are building a resilient network that is aligned in purpose.
This program, at its heart, is designed to bring well-being to all. This is ITBC’s promise to our Stakeholders, travellers and partners. We are dedicated to building a future for our communities with abundance and reciprocity.
Well-being for travellers means experiences that nourish the mind, body, and spirit. For Indigenous tourism businesses and First Nations communities, it means opportunities, growth, and pride. For our partners, this means our successes are shared, sustainable and empowering.

In 2024, the inaugural year of the Friends of ITBC program, we welcomed 14 new partners. We deepened pre-existing relationships and found new partners. Our work has developed naturally and partnerships are growing steadily across the province. Now in 2025, we are refining the program and look forward to sharing our mutual successes.

This program embodies the spirit of collaboration and mutual respect. We connect with our partners to implement a shared vision. This may include creating meaningful tourism opportunities, finding collaborative marketing opportunities, promoting cultural revitalization, reducing barriers or building inclusive programs, and advancing truth and reconciliation efforts.

Use of Funds
By partnering with Indigenous Tourism BC (ITBC), you are supporting the preservation and celebration of Indigenous cultures, the leadership of First Nations communities, and the shared work toward reconciliation within our tourism industry.
In-kind and monetary contributions received fund ITBC special projects that aren’t covered by our core budget. These may include supporting tourism careers for Indigenous youth, enhancing capacity and resilience for ITBC Stakeholders and First Nations, developing cultural education programs, advancing truth and reconciliation efforts and more.

What is an In-kind Contribution?
In-kind contributions are non-monetary donations of goods, services, memberships, or time to support our organization, stakeholders, or projects. These contributions can take many forms and are valued for their positive intent and overall impact, rather than solely for their financial value.
Expressions of Interest
Friends of ITBC partnerships embody the spirit of collaboration and mutual respect. Partners must be connected to or supportive of the Indigenous tourism industry in B.C., with a genuine commitment to advancing the vision and mission of this program.
We look forward to paddling together and making a positive impact for our communities, stakeholders, and peoples.
