Walking Side by Side: Advancing Indigenous Tourism Through Partnership

Today, Destination BC’s Maya Lange, Interim President and CEO, and Karen Tunkara, Director, Indigenous & Regional Partnerships, joined Paula Amos, Chief Marketing and Development Officer at Indigenous Tourism BC (ITBC), for a fireside chat at ITBC’s Indigenous Tourism Gathering. The conversation reflected something bigger than a partnership between Destination BC and Indigenous Tourism BC. It showed what becomes possible when two organizations build a relationship grounded in trust, shared leadership, and sustained action. 

Our work together is guided by nine jointly developed principles, approved by both boards and executive teams, that turn reconciliation into practice. Our boards, executives, and staff connect regularly. Our marketing and destination-development teams plan together. We share expertise and market intelligence, while supporting Indigenous communities and Indigenous-led tourism businesses to build capacity, reach visitors and tell their stories on their own terms. 

This commitment is reflected in our jointly developed Invest in Iconics Strategy. The Iconics provide a long-term framework for destination and experience development, investment, and marketing. They can help visitors discover more of British Columbia, address seasonality and bring tourism benefits to more rural and Indigenous communities. 

Authentic partnership means walking side by side. It means deepening relationships with Nations, communities, and industry partners. It also means “passing the mic,” so Indigenous Peoples tell Indigenous stories, with authentic cultural experiences woven throughout the visitor experience. 

This work supports an ambitious provincial goal: sustainably doubling tourism revenue by 2036. Achieving it will require collective action across marketing, destination development, access, event hosting, investment attraction, and growth. It will also require continued investment in Indigenous-led experiences, business readiness and bookable products that distribute tourism’s benefits throughout the province. 

Looking to 2027 and beyond, there is much to be optimistic about: 

• growing international demand for Indigenous tourism and deeper cultural experiences; 

• emerging Indigenous businesses becoming market-ready; 

• stronger destination and experience development in every region; 

• growing interest from markets including Australia, Germany, the UK, Mexico, and China; and 

• new opportunities to support Indigenous tourism businesses strengthen their visibility in AI-powered travel planning, while ensuring Indigenous Peoples retain authority over how their cultures, stories and experiences are represented. 

This last point is especially important. As travellers increasingly use AI agents to search, compare, and plan, Destination BC and Indigenous Tourism BC are exploring how British Columbia’s tourism businesses and Indigenous experiences can appear authentically across channels and platforms. That means sharing knowledge, offering training and helping businesses become digitally ready and globally bookable, without losing the voices and values that make these experiences distinctive. 

What gives us the greatest optimism is the foundation already in place: strong relationships, aligned teams, shared ambitions and a common belief in the power of connection. The next chapter will be built the same way as the progress celebrated today: together, side by side.