This week, Indigenous Tourism Alberta hosted an event, along with Tourism Lethbridge and Travel Alberta, to support ITA’s efforts to grow and strengthen Indigenous tourism in the province.
The gathering at the Agri-food Hub and Trade Centre was a chance for Indigenous tourism operators, industry partners and community members to come together, share knowledge and explore opportunities for collaboration.
Dion Red Gun is one of the founding members of ITA, is a current board member and is also involved with the Lethbridge Tourism Advisory Committee.
“I like putting people together, I like to be the liaison. I’m a bridge builder,” notes Red Gun, who encourages people to attend these types of events. “If you really want to change, you’ve got to take that first step.”
Tourism Lethbridge CEO Erin Crane says the event is an opportunity to discuss how to move this important segment of the industry forward. “We know Indigenous tourism is popular right now and very attractive, especially for what we consider those high-value travellers. The people coming from farther places away, across Canada and even internationally.”
What visitors want to see are authentic experiences, Crane notes.
Destination Canada, Crane explains, highlights the Sustainable Journeys from Prairies to Pacific Corridor, which runs from Medicine Hat to Hope, B.C. “The Indigenous experiences all along Highway 3 are so great.”
Tourism Lethbridge has also been working with Travel Alberta, Crane adds, for the Tourism Development Zones to be able to offer unique experiences outside of what are considered “iconic travel destinations.” “That’s another big part of it. Along with things like agri-food, natural resources and unique accommodations.”
“This region is emerging into that space and gives an opportunity for travellers to explore something new,” says Crane.
(Photo by Stan Ashbee)
