The Aboriginal Tourism Association of Canada unveils action plan for 2017 - 2018
Action plan part of five-year strategy with goal of maximizing growth within the industry
May 15th, 2017, Coast Salish Territories (Vancouver, BC) – The Aboriginal Tourism Association of Canada (ATAC) has
outlined its annual strategy to enhance the Aboriginal tourism sector as a differentiating and prosperous segment of the
country’s fast-growing tourism industry.
For the 2017 - 2018 action plan, ATAC has identified marketing and business development as key areas of opportunity.
Visible growth in awareness and interest from travel trade, tour operators and targeted consumers will drive ATAC to
increase its marketing efforts and share standards, guidelines, and best-practices that businesses may use to help
increase the number of market and export-ready Aboriginal tourism businesses. As such, the creation of new Aboriginal
tourism experiences and the strengthening of existing businesses are important priorities in 2017-18.
ATAC plans to increase revenues, grow jobs, and expand the number of successful Aboriginal tourism businesses in
Canada through its strategic five-year plan, “The Path Forward,” which supports the sustainable growth of the
Aboriginal tourism industry across Canada. Development, marketing, leadership, and partnership, are the four strategic
pillars ATAC has chosen as the foundation of its five-year plan, guiding it as it works towards overcoming barriers and
maximizing opportunities discovered through national research.
“Our goal is that by 2021, the Aboriginal Tourism Association of Canada will have increased the annual Canadian GDP by
$300 million through Aboriginal tourism, creating employment for 40,233 Aboriginal workers in the tourism industry,
and getting 50 new Aboriginal tourism operators export-ready,” says Keith Henry, President & CEO of the Aboriginal
Tourism Association of Canada.
ATAC will take advantage of industry input and expertise as it secures long-term funding support from major partner
organizations; it also plans to provide more support for provinces and territories as they continue to develop and grow
their industry-led Aboriginal tourism associations. Maintaining a targeted and effective marketing program will allow
ATAC to reach its international targets, maximize ROI, and align itself more closely with Destination Canada. Attention
and support will be given to partnership agreements with members and supporters, as well as Aboriginal representation
in major industry organizations.
There is strong potential to increase the number of mutually-beneficial partnerships with tourism industry partners that
are participating in marketing, advocacy and research. Revenue increases will result from high levels of positive
awareness of ATAC and Aboriginal tourism experiences. This high interest also signifies higher consumer demand and,
as a result, opportunity for employment and business development in Aboriginal tourism.
For more information, visit www.aboriginalcanada.ca/corporate.
About the Aboriginal Tourism Association of Canada
The Aboriginal Tourism Association of Canada (ATAC) works to improve the socio-economic condition of Aboriginal
people through the provisions of economic development advisory services, tourism conferences, capacity development
training and workshops, industry research and information for Aboriginal tourism operators and communities within the
13 regions; 10 provinces and three territories of Canada. ATAC develops relationships with other groups and regions
with similar mandates, uniting the Aboriginal tourism industry in Canada and works to enable collective support,
product development, promotion and marketing of authentic Aboriginal cultural tourism businesses in a respectful
protocol. The ATAC Board is made up of Aboriginal tourism industry representatives from each of the provinces and
territories. For more information, visit www.aboriginalcanada.ca.
Media contacts:
Brian Cant, Tartan: 250-592-3838 or [email protected]
Keith Henry, ATAC: 604-639-4408 or [email protected]