Indigenous Learning & Projects Grant for Visitor Services: Tofino Visitor Centre

Since 2022, Visitor Centre staff across BC have deepened their understanding of local Indigenous cultures, histories, and tourism experiences through Destination BC’s Indigenous Learning & Projects Grant for Visitor Services. Delivered in partnership with Indigenous Tourism BC, the grant supported 47 community Visitor Centres in collaborating with First Nations on meaningful projects that build stronger relationships and help share Indigenous stories with visitors—respectfully and authentically.

One of these stories comes from Tofino, where Visitor Centre staff worked with members of the Ahousaht and Tla-o-qui-aht Nations to host workshops, cultural experiences, and hands-on learning opportunities that helped strengthen community connections and deepen the visitor experience.

Project Goal

Tourism Tofino used the Indigenous Learning & Projects Grant for Visitor Services to provide a better understanding for Visitor Services staff of the region’s Indigenous peoples and cultures – specifically, the Ahousaht and Tla-o-qui-aht Nations. 

One tactic was hosting familiarization tours and workshops, including a “Clayoquot Wild FAM Tour” and “Nuu-chah-nulth Lands & Waters workshop” with Gisèle Martin, a member of the Tla-o-qui-aht Nation. Gisèle Martin also supported the creation of plant labels outside the Visitor Centre, featuring both Nuu-chah-nulth and English names for common local plants. During the winter, the Tofino Visitor Centre hosted cedar weaving and beading workshops led by Elizabeth George, an artist from the Ahousaht Nation.

Project Outcomes

Visitor Centre staff had an opportunity to spend time with Moses Martin, a Tla-o-qui-aht Nation elder, and learn about the various tours offered by the Indigenous-owned Clayoquot Wild. With both cultural and product knowledge, the team is well-equipped to recommend Indigenous-owned tours to visitors who are eager to learn about the Nuu-chah-nulth People.

The Nuu-chah-nulth Land and Waters workshop was so successful that Tourism Tofino held a session for the Tourism Tofino Board and staff, along with the District of Tofino staff. The projects fostered relationship-building with organizations and community members in Tofino, leading to new opportunities, including consultation with Tla-o-qui-aht Tribal Parks for the new Tourism Tofino website and the Makuw̓as Pop-Up E-Commerce Pilot with The Tofino Arts Council.

The team continues to host additional workshops throughout the year, including poppy beading sessions with Elizabeth George in honour of Indigenous Veterans Day (November 8). 

Project Impact

A primary benefit of the project was relationship-building and education throughout the community, with the workshops providing a door to meaningful conversations and learning. Tourism Tofino collaborated with community organizations such as the District of Tofino, the Tofino Public Market, and the Tofino Arts Council, sharing tools and resources to support Indigenous-focused educational seminars. 

Project Learnings

Tourism Tofino’s excitement and drive led to an ambitious project list, and along the way, the team learned the value of setting realistic goals for what could be achieved within a given timeframe and budget. Another key takeaway was more technical – during the plant labels project, some challenges arose with Nuu-chah-nulth characters not displaying correctly when emailed, reformatted, or transferred between files. This highlighted the importance of being thorough to ensure the Nuu-chah-nulth words appeared as intended.

“This grant has been incredible for building relationships with the community. The feedback has been very positive, and all the workshops have ‘sold out’ so far.” – Jody Kirk Director of Destination Stewardship, Tourism Tofino

Project Photos

📷Plant labels outside the Tourism Tofino Visitor Centre. Photo credit: Tourism Tofino.

📷Elizabeth George, an artist from the Ahousaht Nation, leads a cedar weaving and beading workshop at the Tofino Visitor Centre. Photo Credit: Tourism Tofino.

📷Tourism Tofino Visitor Centre Feature Photo Credit: Lexa Bergen