New partnership to showcase meaningful collaboration and training for Canada’s travel journalists

Announced Friday June 16, 2023 during the 2023 TMAC Conference & Media Marketplace during the Strategic Plan Update from President Tracy Ford and Governance Chair, Judi Cohen. ITAC's President & CEO, Keith Henry, joined us via Zoom, to make the announcement at the conference.

ATIKAMEKSHENG ANISHNAWBEK TERRITORY (Sudbury, ON) – The Indigenous Tourism Association of Canada (ITAC) and the Travel Media Association of Canada (TMAC) have finalized their partnership through a signed memorandum of understanding (MOU) effective June 21, 2023, which is National Indigenous Peoples Day.

The primary goal of this MOU is to educate and invite Canadian travel media to showcase and promote ITAC members’ diverse Indigenous experiences in Canada. This includes sharing story ideas with TMAC members and incorporating Indigenous elements into TMAC’s annual Conference, and professional development sessions where possible. TMAC members will be educated on Indigenous style and storytelling and given opportunities to share Indigenous-led stories. Support will also be provided in verifying authenticity and provide workshops to enhance indigenous-led businesses’ ability to engage and leverage travel media.

ITAC will also further educate travel media on the importance of authenticity and Indigenous-owned tourism businesses as well as sharing all the amazing experiences accredited with The Original Original mark of excellence. This new ISO label created by the association is a mark set to assure visitors they are buying from an authentic Indigenous operator and that benefits are going back to Indigenous people.

“TMAC knows the importance of supporting Indigenous tourism, and is committed to sharing their stories. Through this partnership we look forward to advancing the growth of Indigenous tourism in Canada,” says Tracy Ford, President of TMAC. “We will work together to promote and celebrate authentic Indigenous tourism and are excited about the economic opportunities and cultural understanding that this collaboration will bring.”

TMAC is a Canadian not-for-profit association serving industry and travel media professionals. They cultivate relationships that result in relevant connections, comprehensive opportunities, and successful outcomes. The organization strives for inclusivity, openness and forward-thinking in the everchanging travel industry environment.

“ITAC’s partnership with TMAC represents a significant milestone in the growth and development of Indigenous tourism in Canada. With this collaboration, we can look towards a future of hope and success where authentic Indigenous businesses and experiences are celebrated and shared across Canada,” says Keith Henry, President & CEO of ITAC. “As we continue to work together, we are confident that the Indigenous tourism industry will flourish, bringing economic opportunities and cultural understanding to communities from coast to coast to coast.”

As the tourism industry is ready to welcome the return of summer – and with its national and international visitors so critical to the Indigenous tourism economy in Canada – there is no better time than now for industry and media travel professionals and travellers to support the revitalization of Indigenous cultures by choosing The Original Original mark of excellence.

Media Contact:
ITAC
Krystal Carter, Director, Ontario, tartanbond
Krystal.Carter@TartanBond.com 
1 (647) 271-2274

TMAC
Donna Hatt, CAO, TMAC
donna@travelmedia.ca
1 (902) 521-7319

Pictured below, Keith Henry announces MOU at the 2023 TMAC Conference & Media Marketplace, on June 16th in Sudbury, Ontario.
This was followed by a Professional Development Session with Ryan Rogers, ITAC Communications Manager, and the presentation of the inaugural Best Canadian Indigenous Tourism Experience Story at the TMAC Awards Gala.