THE PATH FORWARD Five-Year Plan 2016-2021 Keith Henry President & CEO, Aboriginal Tourism Association of Canada
Targets Measurable goals to achieve by 2021 1) Aboriginal tourism revenues: $300 million increase in annual Canadian GDP by 2021 2) Aboriginal tourism jobs: 40,233 total workers by 2021 3) Aboriginal tourism businesses: 50 additional export-ready experiences by 2021 4) Sustainability and stability of ATAC: Invest no less than $2.6 million annual funding from 2016 to 2021
Strategic Pillars 1) Product Development Increase number of export-ready experiences Education/ Training 2) Marketing High-value, targeted marketing and sales efforts Align and partner with Destination Canada 3) Leadership Representation and advocacy Establish long-term sustainability of ATAC Assist provincial & territorial Aboriginal tourism org s 4) Partnership Develop long-term industry partnerships Establish effective, broad networks with industry leaders Build member engagement and support of ATAC
Programs, Projects and Achievements Strategic Pillar: Product Development International Aboriginal Tourism Conference ATAC s largest single project Dec. 12-14, 2016 - Membertou, NS 350+ participants, 30+ speakers, workshops, cultural experiences, National Awards Gala 2017 IATC Nov. 6-8 Grey Eagle Resort Calgary, AB Co-Host: TsuuT ina Nation SOLD-OUT!
Programs, Projects and Achievements Strategic Pillar: Product Development Product Development Funding Support Program Designed to assist businesses attain market-readiness Maximum $10,000 for businesses in each province & territory In 2016, 86 applicants across Canada, 19 selected Funding requests 600% above available Successful applicants include: improvements to business websites marketing assets and materials training front-line staff cultural knowledge and education industry-specific technical training permitting and licensing support funding small capital projects Kitchen Installation New Tradeshow Booth New Website
Trade Shows Programs, Projects and Achievements Strategic Pillar: Marketing April 2017: Canada Media Marketplace Destination Canada event for media in USA 20+ Meetings (Travel + Leisure, National Geographic, BBC) April 2017: Adventure ELEVATE Hosted by the Adventure Travel Trade Association ATAC sponsorship, meetings with 40 trade & media ATAC offered two scholarships for members to participate May 2017: Rendez-vous Canada Aboriginal Showcase Area with 33 ATAC members selling First-ever Indigenous cultural protocol to open the show ATAC co-hosting Chinese buyers dinner for 250+ guests October 2017: GoMedia International media, appointments with 25+ global media October 2017: Showcase Canada Asia Destination Canada B2B Trade Event in China 120+ qualified buyers November 2017: World Travel Market London Destination Canada stand at largest UK travel show. 15+ meetings with targeted buyers
Programs, Projects and Achievements Strategic Pillar: Marketing Travel Media
Programs, Projects and Achievements Strategic Pillar: Marketing Aboriginal Travel Itineraries Nine examples of multi-day, multiattraction experiences Series of authentic Aboriginal tourism experiences Itineraries for all major CDN regions Travel trade partners encouraged to offer itineraries through their channels Shared on ATAC consumer website as examples of trips for consumers Consumers discover opportunity for Aboriginal theme at multiple stops & locations
Programs, Projects and Achievements Strategic Pillar: Marketing Guide to Aboriginal Tourism in Canada An annual guide of market-ready ATAC members In 2017-18 it includes 55 experiences with businesses representing all 13 provinces & territories Distributed by ATAC at trade shows Content from this is driven out using multiple digital channels, each experience has a stand-alone vivid story Key piece to demonstrate to partners who/what ATAC represents Also drives: o media stories o growth in membership o ATAC s professional standard
Programs, Projects and Achievements Strategic Pillar: Partnership Mutually beneficial collaboration and engagement EXAMPLE: Marketing partnership with Destination Canada GOALS: Growing and leveraging the Aboriginal cultural tourism opportunity Generating demand for Canada s visitor economy
Programs, Projects and Achievements Strategic Pillar: Partnership GOALS: MOU signed with Parks Canada Establishing, growing and supporting market-ready Indigenous tourism products, programs and/or events Marketing and promotion of Indigenous tourism products and Parks Canada places
Programs, Projects and Achievements Strategic Pillar: Partnership ATAC Membership Program GOALS: Grow membership, create strong engagement & value Foster collaboration amongst members RESULTS: Year 1, new memberships exceeded estimates by 90% Have members from every province and territory Over 75% of voting members have selected the upgraded marketing membership Door Decal Consumer Website Listings Experiences Guide
Programs, Projects and Achievements Awareness & Understanding Strategic Pillar: Leadership Building interest through presentations and discussions in a very wide variety of meetings and gatherings (20+ presentations across Canada in the last 6 months) Commitments through Advocacy EXAMPLE Multiple presentations from ATAC at the annual Canadian Council of Tourism Ministers' (CCTM) meeting led to, in November, 2016, federal, provincial and territorial tourism partners agreeing to a declaration committing to collaboration on important issues including Grow Canada's tourism offerings by exploring opportunities to collaborate on Indigenous tourism.
Programs, Projects and Achievements Strategic Pillar: Leadership Advocacy & Support for Regional Aboriginal Tourism Associations YUKON - Led discussions to help Yukon First Nations Culture and Tourism Assoc. earn significant new additional annual funding (more than 100% increase). ALBERTA Agreement in place with Gov t of Alberta and Travel Alberta to initiate multiple programs to support Aboriginal tourism including the preliminary steps towards an Alberta Aboriginal tourism association. ATLANTIC REGION Discussions have begun with Atlantic Canada Opportunities Agency to consider developing an Atlantic Region Aboriginal Tourism Association. NUNAVUT ATAC is discussing a partnership with Nunavut Gov t to support product development and marketing of authentic Inuit tourism experiences. ONTARIO Indigenous Tourism Ontario (ITO) is now established and working with ATAC on support for their 2020 ITO Strategy. MANITOBA - Discussions with Travel Manitoba to establish an MOU to work on marketing Indigenous tourism and creating a Manitoba Aboriginal Tourism Association.
Marketing Partner Members of ATAC 55 market & export-ready Aboriginal tourism businesses across Canada
ATAC Marketing Members Aboriginal Tourism Businesses
Metepanagiag Heritage Park (NB) Mi kmaq village showing more than 30 centuries of history through archaeological finds, ceramic pottery, and two National Historic Sites. SAMPLE TRIP: A TASTE OF METEPENAGIAG OOKDOTAAN A guided tour of the heritage park starts with the heavenly aromas of the cooking fire and traditional food. It continues with a stop at the Interpretation Centre to view the exhibits and learn more about the lives of the people who called this land 'home.' Gather fresh ingredients for the tea that will be served with food prepared in an outdoor cooking shelter. Sit down to listen to stories of Metepenagiag before sampling seasonal fish or summer game with wild rice, traditional bread and fragrant cedar tea. Don't forget to linger around the campfire to hear more stories about this ancient way of life. DURATION: 3 hours LOCATION: Miramichi, New Brunswick
Sea Wolf Adventures (BC) KWAKWAKA WAKW OWNED WILDLIFE VIEWING AND WATER TAXI COMPANY OF THE MUSGAMAKW DZAWADA ENUXW FIRST NATION. SAMPLE TRIP: Get up close and personal with British Columbia s grizzly bears on an intimate and immersive wildlife watching experience. Join First Nation guides on a tour through the aweinspiring waterways of their people s traditional territories. DURATION: 10-12 hours LOCATION: Northern Vancouver Island & coastal mainland BC
Tourism Wendake (QU) Wendake is located 14 minutes from the heart of Québec City. This community offers a complete immersion in the Huron-Wendat culture. Many activities are available year-round. The icon of Wendake offering 55 rooms all facing the Akiawenrahk River; where tradition and modern mix. SAMPLE TRIP: Stay overnight at the iconic Hôtel-Musée Premières Nations, stop in at the Huron- Wendat Museum to learn about the local people. In the evening, visit with the story-teller, then extend your authentic Huron-Wendat experience by spending the night at the longhouse! DURATION: 2 days LOCATION: Quebec City, Quebec
Takaya Tours (BC) Tour the calm and scenic waters of Indian Arm by canoe or kayak and experience the culture, tradition and history of the Tsleil-Waututh First Nation. 25 foot traditional style ocean-going canoes will safely take you on an unforgettable journey through time, while experienced guides share legends, songs, and stories. SAMPLE TRIP: Experience interpretive paddles in replica ocean-going canoes, similar to those used by the TWN historically and listen to ancient knowledge and wisdom of traditional methods used for identifying and harvesting indigenous flora and fauna while guides from the Coast Salish Nation sing songs, tell legends and point out ancient village sites. DURATION: 2 hours LOCATION: North Vancouver, BC
Kwanlin Dün Cultural Centre (YK) Situated on the banks of the Yukon River, this Cultural Centre is a place to celebrate the heritage and contemporary way of life of the Kwanlin Dün First Nation people. It is also a gathering place for people of all cultures. The Centre has a event capacity of over 750 guests and hosts and organizes events and meetings, hosts exhibits and offers interpretive material for all cultures to enjoy. The centre has permanent art displays and also is the host of the annual Adäka Cultural Festival. This event venue has demonstrated sustainable business results. Location: Whitehorse, Yukon
Haida Style Expeditions HAIDA OWNED AND OPERATED CULTURAL ADVENTURE COMPANY. (BC) Brothers Sk aal Ts iid (Flicker Bird - James Douglas Cowpar) and Kung X angajii (Moonshadow - William Shawn Cowpar) take guests throughout Gwaii Haanas National Park Reserve by zodiac. SAMPLE TRIP: K'uuna (Skedans) Tour - Head out by zodiac, visit sea lions, explore the coastline, search for taan (bear) & watch for whales. Enjoy 2-3 hours a local village and traditional Haida cuisine for lunch. Along the way, enjoy Haida storytelling, songs and/or local history from your guide. DURATION: 8 hours (Full day) LOCATION: Haida Gwaii
Arctic Bay Adventures (NU) Arctic Bay is a traditional Inuit hamlet of 800 people in the northwest corner of Baffin Island and ranks among the top ten most northerly communities in the entire world. The Inuktitut name for Arctic Bay is Ikpiarjuk which means "the pocket" in English SAMPLE TRIP: Life on the Floe Edge Travel by traditional qamutiq sleds to the edge of the Arctic Ocean sea ice in search of narwhal, the unicorn of the sea. Keep a watch out for nanook, the great white polar bear. Sample mukuk and other Inuit delicacies. Enjoy a cup of tea made from the chips of an iceberg. Take part in cultural traditions dating back hundreds of years. LOCATION: Arctic Bay, Nunavut
How To Get Involved: BECOME A MEMBER Base Membership - $99 Annual Fee Voting or Non-Voting Status Voting Status: > Minimum 51% Aboriginal owned/controlled > Market-Ready $199 Optional Marketing Upgrade > Market-Ready members only > Listing on ATAC consumer website > Opportunity to participate in co-op marketing, tradeshows (Rendez- Vous Canada, Showcase Canada) > Included in promotional materials created for consumer and trade marketing and sale missions www.aboriginalcanada.ca
How To Get Involved: WATCH for MEMBER OPPORTUNITIES Marketing Training Product Development - Marketing Co-op Programs > Participation support & mentoring > Access to buyers and trade shows > Media visits, story ideas - Training > Custom programs to help you prepare and succeed - Product Development > Assistance with improving market-readiness > Strengthen your ability to grow and attract business Sign-Up for ATAC Newsletter: www.aboriginalcanada.ca
k.henry@aboriginalcanada.ca 1-604-639-4408