UK travel agents are being invited to find out more about Indigenous tourism product in Canada amid a rise in demand for authentic experiences among visitors.
The Indigenous Tourism Association of Canada (ITAC) and Destination Canada have developed a three-part training module for agents who want to broaden their knowledge. Each module includes a 20-minute video and a quiz, and agents who complete the programme will get a certificate to show they have studied the range of product available.
At the same time, the number of tours, attractions and experiences offered by Indigenous people is on the rise.
ITAC President and CEO Keith Henry said: “Across the UK and other international markets, we’re seeing growing interest in Indigenous tourism as travellers seek more meaningful, authentic connections with the places they visit. Indigenous tourism experiences are rooted in culture, history, and living traditions and offer an opportunity for visitors to engage directly with the original Peoples of these lands. This growing demand reflects a global shift toward responsible and transformative travel.”
Recently launched experiences include Mamattuk, a contemporary dining indigenous restaurant, part of the Royal Inn + Suites in Labrador, which received the 2025 Indigenous Tourism Award for New Operator or Business that Launched a New Experience.
Next year, a 126-acre luxury property, Wahous Wilderness Lodge, will open in a biologically diverse area on the west coast of Vancouver Island, owned by the Ahousaht Nation. The lodge experience will focus on cultural practices and traditional knowledge of the Ahousaht People.
Identifying authentic experiences
To make it easy to identify ‘authentic’ Indigenous tourism business, ITAC runs an accreditation programme called The Original Original. Businesses can display The Original Original badge if they are a minimum of 51% Indigenous-owned and meet ITAC’s standards to welcome visitors. The badge also helps operators curate itineraries that channel tourists’ money direct to First Nations, Inuit and Metis communities.
ITAC Communications Manager Ryan Rogers said: We know there is a high demand for Indigenous tourism. If that business is unvetted, it isn’t representing Indigenous culture in a great way. If people see the mark, they will know that it is authentic.”
Takaya Tours, North Vancouver, British Columbia is an accredited The Original Original Indigenous tour provider
Of the 2,500 Indigenous tourism businesses across Canada, Ryan said 250 businesses have gone through the programme, which started in 2019. He expects the number to grow to between 350 and 400 in the next two years.
“When a business doesn’t make that standard, we give them the tools, resources and support to build them up,” Ryan said.
Year-round options
There are year-round Indigenous options, so tourists can experience authentic tours and attractions whenever they visit Canada.
For example, Toonik Tyme, an Inuit festival that takes place in Nunavut, celebrates the arrival of spring with cultural events, traditional practices, and community gatherings. It will be hosting a special event for the 20 March 2026 Spring Equinox, which marks a time of balance and renewal in many Indigenous cultures.
Other options include Pollen Nation Farm – another Indigenous Tourism Award winner – a farm and bistro in Little Rapids, Newfoundland and Labrador, which fuses seasonal Indigenous food with culinary tourism.
Homalco Wildlife and Cultural Tours runs grizzly bear viewing and cultural experiences in Bute Inlet, guided by Homalco Nation members.
Interest in Indigenous Canada has been partly fuelled by the Netflix comedy series North of North, filmed in Iqaluit, in the Northwest Territories, which features an Indigenous cast and celebrates the rich culture of the Inuit Peoples, with an emphasis on Inuk fashion and Nunavut landscapes. Season 2 starts filming in summer 2025.
Meanwhile, Air Greenland, in partnership with Canadian North, has introduced a weekly direct flight between Iqaluit and Nuuk, Greenland, which will operate between June and October 2025, making it easier for tourists to travel further afield.
Find out more about the ITAC here and sign up to the training programme here.
Main picture: Tundra North Tours, Inuvik, Northwest Territories, a The Original Original accredited provider
