IITC Agenda
Three Days of Inspiration! The 2023 IITC agenda features amazing cultural experiences, keynotes and panel presentations from industry leaders, and targeted breakout sessions. No matter what stage your business or venture is in, you’ll find valuable information to propel you to the next level. Download the PDF agenda.
Registration Open
Conference registration will start at 8:00 AM at the RBC Convention Centre and will be open for the rest of the day. Stop by to pick up your name badge, conference swag and other information.
Cultural Tours
A variety of cultural tours begin at 9:00 AM, 10:00 AM, 12:00 PM, 1:00 PM and 3:00 PM.
Don’t miss out on your opportunity to experience local Indigenous tourism while you are in Winnipeg, Manitoba for IITC. Every registered conference attendee receives a complimentary ticket for one local Indigenous cultural tour. Tours fill up quickly so book early to avoid disappointment!
Taste of Turtle Island Welcome Reception
An evening of culinary delights from First Nations, Inuit and Métis chefs and live entertainment — the first stop in the spirit of this year’s conference theme “Adventure to Understanding.”
Artisan Marketplace
Featuring artists and crafters from across Turtle Island, attendees won’t want to miss checking out the line-up of talented vendors.
Registration
Breakfast
Official Opening of #2023IIITC
Opening Ceremony, Welcoming and Land Acknowledgement by Jessica Dumas, Grand Entry lead by arena director Matt Mousseau, including Spirit Horse Drum Group and dignitaries in partnership with Manito Ahbee Festival and lighting of the qulliq by Inuk Elder Annie Bowkett.
Grand Entry
Opening Remarks
Keynote Speaker
Keith Henry
President & CEO
Indigenous Tourism Association of Canada
Sébastien Desnoyers
Director of Marketing
Indigenous Tourism Association of Canada
Teresa Ryder
Director of Business Development
Indigenous Tourism Association of Canada
Highlights of ITAC’s achievements in the past year, including the vision for Indigenous tourism in 2030, updated industry research and why we need to invest in the Indigenous tourism industry and more.
Break (30 minutes)
Break
Building Indigenous Tourism in Manitoba
Holly Courchene
Indigenous Tourism in Manitoba
Keith Henry
President & CEO
Indigenous Tourism Association of Canada
Colin Ferguson
President and CEO
Travel Manitoba
David Daley
Board Director
Indigenous Tourism Association of Canada
Melanie Gamache
Owner / Operator
Borealis Beading
Discover the importance of strong partnerships in developing and promoting Indigenous tourism. This session speaks on the partnership between ITAC and Travel Manitoba and the work that has been done to build Indigenous tourism in Manitoba, including the creation of Indigenous Tourism Manitoba.
Growing a Resilient Indigenous Workforce
Philip Mondor
President and CEO
Tourism HR Canada
Bobbi Rose Koe
Owner/Operator, Guide, Teacher
Dinjii Zhuh Adventures
Alison Pascal
Curator
Squamish Lil'wat Cultural Centre (SLCC)
With a goal of reaching 60,000 Indigenous tourism jobs by 2030, the industry has a lot of work to do in recovering jobs lost due to the pandemic and solving the bigger issues of attracting new workers to the sector. This panel of stakeholders and thought leaders will highlight what we know so far about the uniqueness of the Indigenous tourism workforce and how we can work to overcome some of the challenges we face in workforce growth and retention.
Lunch
Keynote - The Honourable Murray Sinclair CC, MSC
Keynote Speaker
The Honourable Murray Sinclair CC, MSC
The Honourable Murray Sinclair
The Honourable Murray Sinclair’s legal credentials are well known. What is less well known is that he is Anishinaabe and a member of the Peguis First Nation. He is a Fourth Degree Chief of the Midewiwin Society, a traditional healing and spiritual society of the Anishinaabe Nation responsible for protecting the teachings, ceremonies, laws, and history of the Anishinaabe. His Spirit Name is Mizhana Gheezhik (The One Who Speaks of Pictures in the Sky). His Honour graduated from law school in 1979. He has been involved with the justice system in Manitoba for over 40 years, first as a lawyer representing Indigenous clients, as an Adjunct Professor of Law at Robson Hall, as Associate Chief Judge of Manitoba’s Provincial Court and as a Justice of the Court of Queen’s Bench. He was the first Indigenous Judge appointed in Manitoba and Canada’s second. He served as Co-Chair of the Aboriginal Justice Inquiry of Manitoba and as Chief Commissioner of Canada’s Indian Residential Schools Truth and Reconciliation Commission (TRC). As head of the TRC, he participated in hundreds of hearings across Canada, culminating in the TRC’s widely influential report in 2015. He also oversaw an active multi-million dollar fundraising program to support various TRC events and activities, and to allow survivors to travel to attend TRC events. In 2017 Governor General Julie Payette awarded him and the other TRC Commissioners the Meritorious Service Cross (Civilian) (MSC) for service to Canada for their work on the TRC. He was active within the profession and his community and was a member of the faculty of the National Judicial Institute training judges about Indigenous law and social justice issues. He has won numerous awards, including the National Aboriginal Achievement Award, the Manitoba Bar Association’s Equality Award (2001), its Distinguished Service Award (2016) and the CBA President’s medal (2018). He has been named as one of Canada’s Indigenous People’s Counsel (IPC) by the Indigenous Bar Association. He has received Honorary Doctorates from 19 universities. He retired from the Bench in January 2016, and was appointed to the Senate on April 2, 2016. He retired from the Senate effective January 31, 2021, to return to the practice of law and to mentor young lawyers. He has been invited to speak throughout Canada and internationally, including the Cambridge Lectures for members of the Judiciary of the Commonwealth Courts. He continues to maintain an active public speaking schedule and was named the 15th Chancellor of Queen’s University in July 2021. His Honour is currently writing his memoirs.
Radical Collaboration - Key to Indigenous Tourism Success in the Americas
Sarah Kills In Water
Resource Development
South Dakota Native Tourism Alliance (Rosebud Sioux Tribe)
Ernest Neptune
Wabanaki Tourism Coordinator
Four Directions Development Corporation (Passamaquoddy Tribe)
Jean-Philippe Lemoigne
Latin America Representative
World Indigenous Tourism Alliance
Keith Henry
President & CEO
Indigenous Tourism Association of Canada
Edward H Hall Jr
Indigenous Economic Development and Tourism Executive in Residence
George Washington University School of Business and the International Institute of Tourism Studies.
This session will focus on the emerging significance, challenges and rewards of Indigenous tourism collaborations with industry, government, civil society and academia in the United States and Latin America. The discussion will illuminate the growing trend of leveraging development resources through collaboration.
Break (move to breakout sessions)
Break
Working with Travel Media
Breakout Sessions
Donna Hatt
Chief Administrative Officer
Travel Media Association of Canada
Ryan Rogers
Communications Manager
Indigenous Tourism Association of Canada
Amplify your story and gain increased exposure, awareness and understanding – through travel media. This breakout session will provide useful insights and tips to promote your businesses by finding and working travel media professionals, including travel writers, editors, broadcasters, content creators and bloggers. Learn what to expect, and what to ask for. Explore how to leverage your collaborations and the resulting stories. You have a story to tell and an effective media relations strategy can extend your marketing reach and maximize the opportunity to be heard.
The Airbnb Impact
Breakout Session
Camille Boulais-Pretty
Public Policy
Airbnb
Airbnb’s entrepreneurship academy helps small businesses bring their experiences and accommodations to a global audience through our platform. We’ll share how to become a homes or experience host on Airbnb as well as the opportunity for boutique and unique accommodation providers to market themselves to audiences looking for unique travel options.
Culinary Working With Community
Breakout Session
Jenni Lessard
Interim Executive Director
Indigenous Culinary of Associated Nations & Inspired By Nature Culinary Consulting
Join the Indigenous Culinary of Associated Nations (ICAN) and chefs from their network as they share how they work with their communities. Enjoy tea served before the session by members of the Cooks with Stones organization. Come with questions about how Indigenous Culinary can be activated in your community!
Risk Management
Breakout Session
Jeff Jackson Ph.D.
Professor, Coordinator
Algonquin College
Tasha Robitaille
Owner | Sales & Marketing Director
La Belle Cabane
When we invite guests to our tourism experiences, we have a legal and moral obligation to keep them “reasonably safe.” Risk management (RM) can go beyond planning for safety to consider how we protect our business and employees. This session considers the various aspects of tourism RM and shows how the Indigenous Tourism Association of New Brunswick incorporated risk planning into their ITAC Market Readiness initiative.
So, you've learned the land acknowledgement - NOW WHAT?
Breakout Session
Greg Hopf
Owner
Moccasin Trails Incorporated
Frank Antione
Owner
Moccasin Trails Incorporated
While the land acknowledgement is an important first step when you enter an Indigenous territory, the importance of this work goes much deeper than just words. This session will explore what a land acknowledgement means, steps in building positive relationships, and how your organization can go beyond the land acknowledgement to take meaningful steps towards reconciliation.
Break (move to breakout sessions)
Break
How to Work with Travel Trades
Breakout Sessions
Tamara Littlelight
Sales and Travel Trade Manager
Indigenous Tourism Association of Canada
Matt Kinch
Head of Global Indigenous Tourism
Indigeno Travel
Indigenous tourism businesses are regarded as bucket-list experiences. Learn from an expert on how to price and package your products for their true value. Learn about national industry standards, distribution channel types, net pricing, and commissionable pricing.
5 Best Free Marketing Tools You can Implement Today to Grow Your Tourism Business
Breakout Session
Darian Kovacs
Foundering Partner
Jelly Digital Marketing and PR
Join Jelly Digital Marketing and PR/Jelly Academy, as Darian Kovacs introduces you to free and accessible tools that can help elevate your tourism business today and attract new bookings and visitors.
The Original Original- A Mark Of Excellence Worth Sharing!
Breakout Session
Genevieve Huneault
Development Manager
Indigenous Tourism Association of Canada
This breakout session ITAC introduces the newly launched accreditation program called ‘The Original Original’ – a mark of excellence assuring visitors of a quality, authentic indigenous tourism experience. Over the course of the session delegates will learn how this program will impact the Indigenous tourism industry in Canada and benefit Indigenous tourism operators.
Firecircle
Breakout Session
Deneen Allen
Founder & CEO
The Firecircle Ltd.
Paul Cressman
Firecircle Co-Founder & COO
Firecircle
Steve Bartlett
President
Travality Consulting
Joseph Macdonald
Owner/Operator
Home On The Range Adventure Tours Ltd.
You are the only One. What is your Onlyness and how does it empower your tourism business? Join Deneen Allen and Paul Cressman, founders of Firecircle, and their colleagues Steve Bartlett and Joseph Macdonald, for this innovative workshop on discovering the key ways in which you are differentiating your tourism business for long-term sustainability.
Whether you are just beginning to plan your tourism business or have been operating for years, it’s never too late to explore the power of using your authentic and unique story to improve your market competitiveness and strengthen your tourism offering.
This is one workshop in Firecircle’s robust 5×5 Method tourism entrepreneur accelerator program. Learn more about Firecircle’s fully-funded ‘Transition to Tourism Entrepreneurship’ opportunity while you participate in this fun and interactive exploration of your Onlyness.
Digital Storytelling
Breakout Session
Maurice Li
CEO
Stay & Wander
Rishad Daroowala
Director
Stay & Wander
Zane Buchanan
Creative Manager
Indigenous Tourism Association of Canada
Dive into the world of digital storytelling with Rishad Daroowala and Maurice Li, the creative visionaries behind the renowned content studio and creative network, Stay and Wander. Through masterful implementation of influencer collaborations, user generated content, and high-end asset acquisition, Stay and wander over 300 million generated impressions and counting. In addition to teachings from these two stewards of the industry, ITAC’s creative manager, Zane Buchanan, will moderate and adapt these best practices to the Indigenous tourism industry.
Dr. Terry Lusty
Breakout Session
Dr. Terry Lusty
Join Dr. Terry Lusty as he discusses his time in both the residential school system, and his work with, and beyond the Truth and Reconciliation Commission’s Call to Actions.Dr. Lusty will share details about his time in the system, but more importantly, how he’s able to help others and what the future of the residential school legacy will look like.
ITAC’s Annual Indigenous Tourism Awards and Gala
Awards Gala
A highlight of IITC is the annual awards gala, where exceptional Indigenous leaders and Indigenous tourism experiences are recognized and celebrated. ITAC and Indigenous Tourism Manitoba will be recognizing Indigenous-owned tourism associations, businesses, entrepreneurs, and people from across Canada who have demonstrated exceptional work in leadership, partnership, development and marketing, and business ethic.
Breakfast
Investing in Indigenous Tourism Panel
Shae Bird
Chief Executive Officer
Indigenous Tourism Alberta
Sherry Rupert
CEO
American Indian Alaska Native Tourism Association
David Goldstein
Chief Executive Officer
Travel Alberta
Marsha Walden
President and CEO
Destination BC
Nadine Spence
Vice-President, Indigenous Affairs and Cultural Heritage
Parks Canada
This panel will focus on partnerships investing in Indigenous tourism both domestically and internationally through initiatives in marketing and development. While taking different approaches to strategic alignment, the outcomes all point to the same priorities of building Indigenous economies and creating space for Indigenous-led narratives.
Indigenous Tourism Is Sustainable Tourism - Conversations With Those Leading The Change
Beth Potter
President & CEO
Tourism Industry Association of Canada
Pierre Kanape
Development Advisor
Indigenous Tourism Quebec
Jenni Lessard
Interim Executive Director
Indigenous Culinary of Associated Nations & Inspired By Nature Culinary Consulting
Yvette Rasmussen
Program Manager Toronto Metro University
Indigenous Tourism Association of Canada
Genevieve Huneault
Development Manager
Indigenous Tourism Association of Canada
Since time immemorial, Indigenous People have cared and stewarded the lands, people, and wildlife through holistic and balanced approaches. Today, tourism has become an important conduit for Indigenous communities and businesses for economic sovereignty, social wellbeing, land stewardship, wildlife conservation, and cultural revitalisation. As we continue to see the demand for Indigenous tourism grow in Canada we recognize the important intersection between Indigenous ways of knowing and being, and the regenerative movement in Canada. This panel dives deeper into the ways Indigenous people, organizations, and businesses are leading the path of sustainability and contributing to social, cultural, economic, and ecological positive impacts.
Break (30 minutes)
Break
What's your Story?
Justin Kingsley
Founder
Maku Maku
Kimberly Kaniehténhawe Cross
Tourism Development Manager
Kahnawà:ke Tourism (Kahnawà:ke Economic Development)
Emili Bellefleur
Travel Trade & Media Relations Manager
Canada, Tourisme Montréal
Award-winning multimedia creative Justin Kingsley delivers a high octane keynote about his great passion: storytelling. The NY Times Bestselling author and film-maker has worked with heads of state and world champions, global brands, music icons and many organizations to help them bring their stories to life – on paper, on screen and sometimes in cinemas. This address is a deep dive into story-making with a focus on indigenous tourism and all it offers.
Session includes a discussion about building collaborations and will be between Kimberly Cross from Kahnawake Tourism and Emili Bellefleur (lead by Justin Kingsley).
Community Development
Breakout Sessions
Mackenzie Brown
Director of industry Development
Indigenous Tourism Alberta
An important facilitator of Indigenous Tourism growth and destination development is support from the community level. Community support and strong community champions are key factors in fostering the development of new product, promoting the social, cultural and economic benefits of the Indigenous tourism sector and helping to create the stories and experiences that we want to present to the world. Join Indigenous Tourism Alberta as they support community development in their province.
What's your Story
Breakout Session
Justin Kingsley
Founder
Maku Maku
Suzanne Reeves
Principal
SURE Media
Tara Saunders
Director of Development
Indigenous Tourism Association of Canada
The Destination Indigenous team (with Justin Kingsley as Emcee) will play host to a collective brainstorming exercise that involves every single person in the room. Attendees will come together they’ll answer a series of questions. At the end of the exercise, attendees will leave with new tools and ideas to help develop their big aspirational goal and identify ideas to help build their brand/experience blueprint.
Flourishing Business Strategy for Tourism
Breakout Session
Trevor Benson
President and CEO
Bannikin
Caroline Morrow
Tourism Development Specialist
Bannikin Travel & Tourism
Antony Upward
Flourishing Business Architect
Flourishing Enterprise Co-Lab
We believe the tourism industry can and should strive to create and sustain “…the possibility for human and all other life to flourish on our planet for generations to come, enhancing the integrity, beauty, and regenerative capacity of living communities” (adapted from Prof. John Ehrenfeld, MIT and Michelle Holliday).
If you agree with this statement and are open to thinking about the far future of your business or organization, then we want to introduce to you using flourishing business strategy to effectively respond to perceived risks and opportunities.
Northern Indigenous Women Entrepreneurs
Breakout Session
Dr. Sonya Graci
Associate Professor
Toronto Metropolitan University
Yvette Rasmussen
Program Manager Toronto Metro University
Indigenous Tourism Association of Canada
Join our accomplished panel of Indigenous women entrepreneurs from Canada’s northernmost communities as we discuss the importance of Indigenous women entrepreneurs in tourism and their role in strengthening regenerative and relational tourism in Canada. Learning from the firsthand stories of women from the North, we have applied Indigenous-focused methodologies to gain a deeper understanding of the barriers to entrepreneurship faced by Indigenous women in tourism.
Together, as allies and Indigenous people, we stand on the intersection of tradition and technology on the road to reconciliation. Improving access to sustainable livelihoods for Indigenous women requires us to better support best practices that enrich the well-being of northern communities by understanding what works for them. Building sustainable livelihoods require us to draw a better map with a few more bridges as we plant the first step and every step on the road to reconciliation through tourism.
Vision Experience
Breakout Session
Why Authenticity Matters: A Case Study
Breakout Session
Robert Bernard
Executive Director
Nova Scotia Indigenous Tourism Enterprise Network
Shannon Monk
Cultural Tourism Project Manager
Kwilmu'kw Maw-klusuaqn Negotiation Office (KMKNO)
Cultural Authenticity? Cultural Appropriation? Cultural Appreciation? What are these terms and why do they matter?
Upholding the authenticity of Indigenous cultural products and tourism experiences is essential to developing a strong cultural tourism sector for Indigenous nations throughout Turtle Island. This session will discuss the importance of protecting cultural authenticity as a foundation for reconciliation and cultural reclamation. Building cultural capacity in communities contributes to independent, vibrant, healthy communities and economic prosperity for all.
Lunch
Reconciliation in Action - Rome Presentation
Marilyn Jensen
Chair - Representing Yukon
Indigenous Tourism Association of Canada
Keith Henry
President & CEO
Indigenous Tourism Association of Canada
Zane Buchanan
Creative Manager
Indigenous Tourism Association of Canada
Cecilia Point
Director of Finance
Indigenous Tourism Association of Canada
In March, 2022, a delegation of Indigenous leaders travelled to Rome to demand a papal apology from the Catholic Church for its role in residential schools in Canada. ITAC brought a delegation to support the leadership as they completed this important work to lift their spirits through cultural performances – and to show the world that we are still here. This session will include a panel discussion from the ITAC team and a cultural showcase shared while in Rome.
Reconciliation in Action - Focus on Residential School Tourism Experiences
Luke Wassegijig
Tourism Manager
Wikwemikong Tourism
Learn how indigenous experiences contribute to reconciliation. We invite visitors from near and far to understand the experiences that Indigenous Peoples in Canada have faced over the past four centuries, particularly from the early 1800s to 1996, and the crises that continue today. We hope that by listening to survivors and honouring those who have passed, you can support our decolonization efforts and together, we can work to build a better future for all Peoples.
Break (30 minutes)
Break
Connecting Product to Consumer
Sheldon D'Sylva
Director of Product
Jonview Canada
Andrew Gibbons
Maureen Riley
Vice President International
Destination Canada
Matt Kinch
Head of Global Indigenous Tourism
Indigeno Travel
Consumers are the driving force of any successful brand. Hear from industry partners on this diverse panel who will speak to how your business can capture the right consumer to the right product for a long-lasting and loyal relationship.
Pania Tyson-Nathan
Keynote Speaker
Pania Tyson-Nathan
CEO
New Zealand Maori Tourism
Closing Remarks
Keynote Speaker
Keith Henry
President & CEO
Indigenous Tourism Association of Canada
Sébastien Desnoyers
Director of Marketing
Indigenous Tourism Association of Canada
Teresa Ryder
Director of Business Development
Indigenous Tourism Association of Canada
Reflections on the 2023 IITC and announce the 2024 IITC.