Intrepid Travel, recognised as the world's largest adventure travel company, has unveiled a significant financial commitment to enhance Indigenous tourism across Canada. The firm will invest more than a quarter of a million pounds, specifically CA$500,000 (approximately £267,000), into this initiative as part of a landmark partnership.
Major Partnership Announced
On Monday, 26 January, Intrepid Travel formalised a groundbreaking agreement with the Indigenous Tourism Association of Canada (ITAC). This collaboration aims to substantially increase the presence of Indigenous and community-led experiences within Intrepid's Canadian tour offerings.
Ambitious Targets for Indigenous Inclusion
By the conclusion of this year, the company has set a target for 75 per cent of its Canadian tours to incorporate at least one Indigenous-led experience. This move is part of a broader, long-term strategy to integrate such cultural elements across all tours operated by Intrepid in the region.
Addressing Challenges and Creating Opportunities
Keith Henry, CEO and President of ITAC, highlighted the pressing issues faced by Indigenous-led businesses during the partnership announcement at a sustainable tourism conference. He noted, "Demand is higher than ever, yet Indigenous-led businesses continue to navigate challenges around limited funding and infrastructure." He emphasised that partnerships like this one are crucial, as they "create tangible opportunities and ensure communities gain direct economic and cultural benefits, while supporting our vision of Canada becoming a world leader in Indigenous tourism by 2030."
Structure of the Partnership
The alliance between Intrepid and ITAC will focus on two primary areas: development and promotion. A portion of the funding will be allocated to assist ITAC in fostering the growth of Indigenous-led tourism enterprises. Concurrently, investments will be made in advertising and media campaigns to raise awareness and attract more travellers to these unique cultural experiences.
Vision for Deeper Cultural Connections
Christian Wolters, president of Intrepid Travel Canada, articulated the company's vision, stating, "The vision is simple. Every traveller who visits Canada with Intrepid should leave with a deeper connection and understanding of Indigenous culture." He further explained, "For more than 30 years, Intrepid Travel has used small-group adventures to empower communities around the world. Now, as we embark on our biggest expansion in Canada, we're excited to help travellers connect more deeply with Indigenous cultures here and ensure tourism creates meaningful benefits for communities."
This investment underscores Intrepid Travel's commitment to sustainable and responsible tourism, aiming to not only enrich traveller experiences but also provide substantial economic support to Indigenous communities across Canada.
