SHERIDAN, WYOMING – Feb. 17, 2025 – Indigenous Tourism BC (ITBC) has launched a new Indigenous-Owned designation and a refresh of the existing Authentic Indigenous designation. Honouring quality and authenticity, both designations promote Indigenous tourism businesses across British Columbia, ensuring travellers can identify and engage with cultural experiences and businesses in a meaningful way.
The new Indigenous-Owned designation is granted to tourism businesses that are at least 51 per cent owned and operated by Indigenous individuals or organizations. More than 300 Indigenous-owned tourism businesses have received the designation.
The refreshed Authentic Indigenous designation identifies Indigenous-owned businesses that provide immersive, culturally authentic experiences. These businesses meet market-ready standards that integrate cultural elements, give back to their communities, and emphasize sustainable practices, while offering visitors a genuine connection to Indigenous heritage. Since the launch of the program in 2019, 18 businesses have received the Authentic Indigenous designation.
“We are excited to launch the Indigenous-Owned designation and build on the Authentic Indigenous designation to elevate Indigenous tourism businesses across B.C.,” says Paula Amos, Chief Marketing and Development Officer at ITBC. “These markers will enhance the visibility of Indigenous-owned businesses and ensure visitors can identify authentic experiences that further education, support culture, nurture community, and prioritise sustainability, while supporting Truth and Reconciliation.”
Authentic Indigenous Designation Elevates Indigenous Tourism Businesses
The Sḵwx̱wú7mesh Lil̓wat7úl Cultural Centre (SLCC) in Whistler received the Authentic Indigenous designation in 2024 and has experienced the positive impacts firsthand.
“The Authentic Indigenous designation from Indigenous Tourism BC has been significant in elevating the Sḵwx̱wú7mesh Lil̓wat7úl Cultural Centre as an authentic Indigenous experience,” says Mixalhítsa7, Alison Pascal (Lil’wat Nation), Curator, Squamish Lil’wat Cultural Centre (SLCC). “It ensures authentic representation by guiding travellers to connect with the Sḵwx̱wú7mesh and Lil̓wat7úl, experience living culture, support revitalisation and preservation, and contribute to meaningful employment for Nation members as an Indigenous-owned and operated organization.”
Supporting Truth and Reconciliation Through Tourism
The Indigenous-Owned and Authentic Indigenous designations are important steps in supporting Truth and Reconciliation. By choosing to visit Indigenous-owned and operated businesses, travellers can help to create economic opportunities for Indigenous communities and support the revitalization of Indigenous culture.
Choosing Authentic Indigenous Experiences
When planning your next trip to British Columbia, be sure to look for the Indigenous-Owned and Authentic Indigenous designations. These designations will help you to identify businesses that are committed to providing authentic and sustainable Indigenous tourism experiences.
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