While a national Indigenous tourism agency faces funding challenges, Quebec tourism organizations continue to launch new projects for visitors in Cree communities.
According to Keith Henry, president of Indigenous Tourism Association of Canada (ITAC), a funding crisis at the organisation is raising concerns about the future of the industry.
“This is a very difficult time for Indigenous tourism in Canada,” he said. “One of the reasons that Indigenous tourism hasn’t grown effectively in the past has been a lack of Indigenous-led coordinated strategy.”
Henry said federal funding for ITAC was reduced by 87% over the past three years – “we’re reduced to basically 0% for infrastructure,” he said – with only limited support remaining via Destination Canada.
“It’s a dramatic decrease in funding,” he stated. “It’s really going to affect our industry at a time we should be building. This is the wrong direction.”
Henry said one of ITAC’s most important initiatives now threatened by the cuts is its Indigenous branding and accreditation program, which connects authentic Indigenous tourism with domestic and international visitors.
ITAC is asking its tourism partners to send letters of support to federal officials, urging Ottawa to create stable, long-term investments for Indigenous tourism.
“We need them to invest in sustainable funding over multiple years,” Henry continued. “My hope is that we see at least $5 million invested per year.”
Henry hopes provinces continue to support Indigenous tourism businesses directly, yet Canada still lacks a clear national strategy and leadership structure for the industry.
“In Quebec, the Cree Outfitting and Tourism Association is so critical in helping coordinate marketing and development work and opening up opportunities,” he said. “We need this industry coordination, and nobody really owns that federally.”
Despite the challenges, Henry believes the demand for authentic Indigenous tourism continues to grow both in Canada and internationally.
Reflecting on his visits to Cree communities, Henry hopes the industry can survive the crisis if governments recognize its long-term economic and cultural value.
“I really want the Cree businesses to continue to be in the importance of Indigenous tourism, their work is essential to their communities,” he said.
“I just hope people don’t lose hope in having a national organization like ITAC, and know that we’re doing everything we can to get through this crisis,” he added.
Quebec tourism leaders are preparing for a busy summer as new projects aim to strengthen sustainable travel, improve infrastructure and showcase Cree culture. Entente de partenariat régional et de transformation numérique en tourisme (EPRTNT), for example, offers Cree businesses funding support of up to 90% of eligible costs for tourism projects.
Cree Outfitting and Tourism Association (COTA) executive director Robin McGinley said sustainability remains at the centre of the organization’s long-term vision for Cree tourism.
“We started getting trained on green stuff,” McGinley said. “And now we’re working with GreenStep to help tourism businesses have a sustainable tourism action plan. Whether that’s soap dispensing machines or water filtration systems, the idea is to help tourism businesses in Eeyou Istchee do their sustainable tourism action plans with GreenStep.”
Another major initiative focuses on the Billy-Diamond Highway, where COTA is partnering with regional and government organizations to encourage more travellers to experience northern Quebec by road while also improving conditions for residents who regularly use the highway.
McGinley noted that COTA’s Niimaawin Food-for-Travel project with Cree-style meals designed for travellers has received support from both federal and provincial partners.
Alongside infrastructure and sustainability projects, McGinley highlighted the work of Wiinipaakw Tours, which offers boat tours led by Cree captains in Waskaganish and Wemindji.
“You have a chance to maybe see belugas or seals or sometimes a polar bear,” she said.
McGinley also mentioned the Wakaaniichii Nature Interpretation Centre, which includes an aerial trail and floating cabins where visitors can stay while learning about Cree culture.
Safety planning is another focus this summer, creating risk-management plans for emergencies such as forest fires or accidents.
For a decade, Chapais business owner Anna Bosum has welcomed visitors to learn about Cree traditions on the land through her company Nuuhchimi Wiinuu Cree Cultural Tours.
“I invite people, especially students, and I teach them about Cree way of life,” Bosum explained. “Also, we are trying to keep our Cree language alive.”
When she first launched the business, Bosum received assistance from COTA.
“They coached me and helped find the funding for me to set up my camp,” she said. “But now I haven’t been receiving any funding. Now we try to do things in our own way.”
Her business remains small and community-focussed, operating largely through family involvement, and income comes directly from guests who participate in the cultural activities. Despite the financial challenges, Bosum is satisfied with how the business has developed.
In her opinion, local and regional tourism organizations continue to play an important role in helping Indigenous entrepreneurs start businesses and seek funding opportunities.
“We do have in our community people who run the tourism and who help others start up own businesses,” she said.
While she did not comment directly on the ITAC’s financial difficulties, Bosum believes support systems are vital for Indigenous tourism businesses trying to preserve culture and build sustainable operations in northern communities.