WELCOME TO

Alberta Development Day

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The Opportunity

Economic ImpactThe 2015 National Aboriginal Tourism Research Project measured economic impact of Aboriginal tourism in Canada:

33,100 workers employed;

$2.65 billion of gross output;

$1.4 billion GDP;

$870 million in wages and salaries.

The Opportunity

Existing Demand - CanadaDestination Canada – Research Department:

In 2016, Canada welcomed 19,979,334 travellers the highest number since 2002 second highest ever

11% growth including 16% growth from overseas

Most significant overseas growth was from: South Korea – 30% increase, 244,442 arrivals China – 24% increase, 610,139 arrivals Australia – 16% increase, 333,437 arrivals India – 13% increase, 215,664 arrivals

The Opportunity

International DemandDestination Canada – Global Tourism Watch determined:

Importance of Aboriginal tourism differs by market; Importance is highest in France, China, India, Germany, South Korea and Mexico; Aboriginal Tourism is a key differentiating factor for Destination Canada to capitalize upon

As a result of this: Canadian Council of Tourism Ministers' (CCTM) in November, 2016, agreed to a declaration committing to collaboration on important issues including “Grow Canada's tourism offerings by exploring opportunities to collaborate on Indigenous tourism”.

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B5:)<"T&Summary of 2015 Visitor Numbers and Expenditures August 2017

The Opportunity

Type of Demand

Visitors from the US looking for an Indigenous tourism experience:

Source: 2017 USA Market Research Perceptions & Recommendations – ATAC & Destination Canada

The Opportunity

Type of Demand

Explorer Quotient (EQ) Target Audience for Indigenous Tourism

Destination Canada developed EQ Profiles to help focus product development, marketing and sales efforts on their “best” customers.

The best EQ targets for Indigenous tourism are: Cultural Explorers Authentic Experiencers

Source: EQ Profiles – Canadian Tourism Commission, 2012

The Opportunity

Type of DemandCultural Explorers – characteristics:

The Importance of Spontaneity Cultural Sampling Adaptable to Change Pursuit of New Things Personal Escape Personal Challenge

Favourite Activities:

Wildlife Viewing Dining with local ingredients Visiting parks, natural wonders Visiting small towns & villages Visiting historic sites Interacting with locals

The Opportunity

Proven Path to Success

The Opportunity

Unique Set of Benefits

Enhances livelihood for Aboriginal tourism businesses; Provides an opportunity to develop businesses that showcase a community’s traditions and culture; It enhances cultural awareness delivering understanding and connection; Supplies the inspiration for elders to pass down culture, history and tradition to cultural ambassadors for sharing; It revitalizes Aboriginal traditions for the benefit of communities as well as travelers.

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The Challenge

Barriers to Growth2015 National Aboriginal Tourism Research Project determined:

Lack of organization & coordinated Aboriginal tourism approaches; Lack of market-readiness & Aboriginal cultural tourism product; Deficiency of a qualified workforce; Infrastructure challenges; Lack of community support is prominent; Limited access to business capital and support.

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Alberta Activities & Progress

The Path Forward – to an association

Steps forward towards creating an Indigenous tourism association:

Regional Industry engagement sessions Identify champions and create advisory/ working group Collect research, from both supply and demand-side Investigate funding support and partners Advisory group builds strategic plan based on research Establish formal association with leadership formed from advisory group and champions Association delivers strategy and establishes sustainability

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BACKGROUND – ATAC & ACT

$100,000 grant from Alberta Culture & Tourism • Overall Goals

1) Help establish a provincial Indigenous tourism organization

2) Grow tourism-related Indigenous businesses across the province.

• First time ATAC received grant funding from a prov./terr. government.

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Hinton, AB

Enoch, AB

Lac la Biche, AB

BlackfootCrossing AB

The Path Forward – to an association

Capacity Development

International Aboriginal Tourism Conference • 2017 in Calgary Alberta (Tsuut’ina Nation) • Pre-conference Alberta Development Day • Sponsorship goals exceeded, 500 participants • Cultural Tours and Awards Gala • Four awards specifically for Alberta

Venue – Grey Eagle Resort

TACTIC 2: Alberta Development Day

Nov. 6 – IATC Pre-Conference Workshop Day • By invitation only, up to 200 participants • INAC has also committed $160,000 to this program • Goal of 100 Indigenous participants from Alberta • Topics:

i. Product development for communities and entrepreneurs

ii. Partnering for tourism growth iii. Artisan development iv. Marketing and experience development

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1-604-639-4408

k.henry@aboriginalcanada.ca