In a move that promises to deepen cultural authenticity and community benefit, the Indigenous Tourism Association of Canada (ITAC) and Cariboo Chilcotin Coast Tourism (CCCT) have renewed their Memorandum of Understanding (MOU), signalling a fresh phase in Indigenous-led tourism growth within British Columbia’s Cariboo Chilcotin Coast region. The renewal—announced during the regional tourism summit in Quesnel—reinforces a long-term commitment to harnessing the region’s rich Indigenous heritage, wilderness landscapes and community resilience in a way that supports sustainable visitor economies.
Driving Indigenous Tourism Forward
The renewed MOU between ITAC and CCCT charts a detailed framework for collaboration across multiple fronts. Marketing initiatives will raise the visibility of Indigenous-owned businesses, workforce development programmes will help local Indigenous entrepreneurs build capacity, and joint media campaigns will bring spotlight to cultural experiences unique to the Cariboo Chilcotin Coast. According to statements, the partnership emphasises that Indigenous tourism is not simply an add-on—it is a foundational element of the region’s visitor economy and a pathway for cultural exchange and community prosperity.
Keith Henry, President & CEO of ITAC, emphasised that strong local partnerships are central to scaling Indigenous tourism across Canada’s regions. He noted that the alliance with CCCT will help unlock the growth potential of Indigenous businesses in the region, amplifying authentic visitor experiences while ensuring economic benefit flows into local communities. Amy Thacker, CEO of CCCT, echoed this vision, elaborating that Indigenous tourism is a major contributor to the visitor economy and that the renewed partnership strengthens the region’s ability to deliver meaningful experiences to travellers and value to host communities alike.
The Region’s Unique Proposition
The Cariboo Chilcotin Coast region spans a dramatic range of terrain—from the coastal fjords and Great Bear Rainforest through forested plateaux and gold-rush trails to arid highlands—making it a world-class backdrop for both wilderness adventure and cultural immersion. The region is designated as a “Biosphere Certified Destination,” underscoring its commitment to sustainable tourism practices. With over 235 tourism businesses and 2,300 employees generating an estimated CAD 264 million in spending in 2022, the region may be modest in size but punches above its weight in visitor experience and growth potential.
Indigenous tourism experiences in the region are deeply immersive: visitors might join a heritage-village tour, learn about traditional salmon routes, explore ancient pictographs or engage in ranch-land excursions with Indigenous guides. These offerings both enrich visitor engagement and bolster community livelihoods. By partnering with Indigenous operators and emphasising protocols of respect and authenticity, the renewed MOU seeks to elevate these experiences so that guests receive more than a sightseeing tour—they engage in meaningful cultural exchange.
Collaboration and Capacity Building
One of the core pillars of the agreement centres on business-to-business support. Through training, mentorship, recruitment initiatives and access to markets, Indigenous tourism operators are being enabled to scale sustainably. In a region with seasonal tourism pressure and dispersed geography, pooling efforts between ITAC and CCCT helps match readiness with opportunity. The marketing programmes aim to position Indigenous tourism products as integral to the visitor storyline of the Cariboo Chilcotin Coast—transforming them from ancillary experiences into headline offerings.
Another important element is workforce development and inclusion. Local Indigenous communities are being supported in building capacity to participate meaningfully in tourism value chains—from guiding and hospitality to product creation, storytelling and land-based interpretation. This aligns with the region’s ambition to ensure tourism growth translates into community benefit, employment and local enterprise development.
Benefits for Visitors and Communities
For visitors, the renewal of this partnership means greater access to differentiated experiences: expect more Indigenous-led tours, cultural-storytelling opportunities, authentic food and crafts, and community-driven hospitality—set against a backdrop of dramatic landscapes rarely matched elsewhere. These experiences offer immeasurable value for those seeking travel beyond the usual beaten path.
For Indigenous host communities and the region, the benefits are tangible: increased tourism flows, strengthened business networks, greater representation in the tourism economy, and potential for longer stays and expanded service offerings. Local residents overwhelmingly value tourism’s economic contribution and welcome visitors while sustaining cultural integrity and community pride.
A Sustainable Path Forward
Sustainability lies at the heart of this MOU. The Cariboo Chilcotin Coast region not only emphasises ecological stewardship but also the cultural and social dimensions of tourism. Ensuring that Indigenous tourism grows in a manner respectful of land, culture and community ensures that tourism remains resilient, enriching and aligned with Indigenous priorities. By investing in capacity, marketing and partnerships now, both ITAC and CCCT are preparing the region for future visitor growth while maintaining authenticity.
Outlook: Strengthening the Region’s Tourism Identity
Over the coming years, the partnership is expected to unlock new levels of Indigenous participation in the visitor economy. With a refreshed strategy and collaborative framework, the region is well-positioned to elevate its tourism profile—both domestically and internationally. As more travellers seek meaningful, culturally-grounded and nature-rich travel experiences, destinations like the Cariboo Chilcotin Coast—which combine wilderness with heritage—stand to benefit. The renewed MOU between ITAC and CCCT ensures Indigenous voices remain central to that story.
Conclusion
The renewal of the strategic alliance between ITAC and CCCT marks a turning point for Indigenous tourism in British Columbia’s Cariboo Chilcotin Coast. Through this partnership, Indigenous culture moves from the margins to the mainstream of the tourism offering. The result is a win-win: visitors receive richer, more meaningful travel experiences; Indigenous communities gain stronger economic footing; and the region reinforces its identity as a sustainable, inclusive, and culturally vibrant travel destination. As the effects of this collaboration unfold, the Cariboo Chilcotin Coast is poised to serve as a model for Indigenous tourism development in Canada and beyond.
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