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  • Friends of ITBC

    We partner with non-Indigenous organizations and businesses to build meaningful relationships and collaboration across the tourism industry.

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. 

Allyship Tiers

The Friends of ITBC Allyship Tiers is a dynamic framework for engagement and collaboration inspired by the symbolism of the Salmon, Wolf, Bear, and Eagle.

Each Allyship Tier offers multiple paths for involvement, each designed to align with our diverse partnership goals. Unique benefits foster mutual growth and respect aligned with our shared values of abundance, humility, courage, and love. In the spirit of these tiers, we join our partners on their allyship journey, recognizing the value and impact of each partnership beyond monetary or in-kind contributions.

  • Allyship Tier of the Eagle

    Honouring exceptional commitment and mutual recognition with a monetary contribution of more than $20,000 or an equivalent in-kind contribution. This level represents love, honour, and spiritual connection.

  • Spirit Bear Lodge kermode bear viewing in on spirit bear trips
    Spirit Bear Lodge kermode bear viewing in on spirit bear trips

    Allyship Tier of the Bear

    Honouring leadership with a monetary contribution of $10,000 or an equivalent in-kind contribution. This level represents courage, strength, and thoughtfulness.

  • Allyship Tier of the Wolf

    Honouring significant engagement with a monetary contribution of $5,000 or an equivalent in-kind contribution. This level represents humility, understanding, and education.

  • Allyship Tier of the Salmon

    Honouring foundational commitment and mutual recognition with an in-kind contribution valued at less than $5,000. This level represents abundance, prosperity, and renewal.

Three people in the woods

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.

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