by Jen Mallia
Last updated: 3:15 PM ET, Mon May 25, 2026
Indigenous Tourism Alberta (ITA) and Travel Alberta have signed a multi-year contract worth $8.2 million in a show of their shared commitment to growing the visitor economy. The partnership represents the largest investment in Indigenous tourism in Canada.
"This is a meaningful moment for Indigenous tourism in Alberta, and the result of an authentic partnership that has grown and deepened over the years,” says Chelsey Quirk, Chief Executive Officer, Indigenous Tourism Alberta. “The future of tourism in Alberta is one where Indigenous stories and experiences are integrated into the very identity of the province. This commitment from Travel Alberta ensures Indigenous entrepreneurs have the bridge they need to meet the growing global demand and continue building a stronger, Indigenous-led visitor economy."
The investment will support ITA's new four-year strategic plan and help more than 200 Indigenous-owned tourism businesses across Alberta “grow, strengthen their visitor experiences, and meet rising international demand for authentic Indigenous tourism.”
Data quoted in the ITA’s 2025-26 Action Plan state that one in three international travellers seek. an Indigenous experience, this partnership seeks to ensure that Alberta has the capacity and leadership to meet that demand. Through a shared focus on "Tourism as Reconciliation," the collaboration provides a pathway for visitors to connect with Indigenous cultures in a way that is “joyful, transformative, and authentic.”
According to an announcement to media, the first year of the agreement, 2026 to 2027, includes $2.2 million in direct and in-kind support, followed by $2 million annually through 2030.
"Indigenous-led tourism is at the heart of what makes Alberta a truly exceptional destination,” says David Goldstein, President and Chief Executive Officer, Travel Alberta. “The depth, authenticity, and connection these experiences offer are unlike anything else in the world. We are incredibly proud to partner with Indigenous Tourism Alberta to support the continued growth of this sector, ensuring it remains Indigenous-led, thrives in communities across the province, and continues to inspire visitors from around the globe. We are committed to this partnership and to supporting Indigenous-led growth for years to come."
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