The annual Cree tourism conference hosted non-Indigenous delegates for a first time as it gathered operators and partners in Ouje-Bougoumou September 18-19 to discuss the future of tourism in Eeyou Istchee.
Under the theme “Reconciliation: Both Journey and Destination – The Power of Indigenous Tourism,” the event delivered various workshops on cultural authenticity, sustainable tourism, international marketing and reconciliation. It was hosted by the Cree Outfitting and Tourism Association (COTA) in collaboration with Indigenous Tourism Quebec (ITQ) and the Indigenous Tourism Association of Canada (ITAC).
COTA executive director Robin McGinley believes reconciliation is the path for people to acknowledge past difficulties and build positive relationships with non-Indigenous partners.
“Tourism is a tool not only for Natives to work together,” she noted. “It is important to work with our neighbours to provide a good experience for visitors.”
Historically, the Cree followed seasonal animal migrations, travelling by canoe in summer and by snowshoes and toboggan in winter. According to McGinley, people are increasingly interested in learning these traditions.
“I’ve seen the trend is there,” she said. “But there is a lot more to do. Visitors coming from the south can learn about our culture. That helps them to get a better understanding of our reality.”
In her opinion, this year things are moving even better. For instance, the Nibiischii Corporation will remain open this winter, welcoming guests throughout the year for the first time.
“We are fortunate because we have COTA and Eeyou Istchee Tourism,” she said, “We have good relations with government – primarily it is funding, but sometimes it is connecting with resources that we are might not be aware of. It is really about networking and learning.”
Nibiischii executive director Mireille Gravel is responsible for ensuring people feel Cree culture everywhere – in the cabins, in the activities, on the website. She says guests always learn something about Cree culture, even about flora and fauna, during hiking, fishing and cultural activities.
Gravel thinks reconciliation goes through education and encounters. “Our tourism industry is still emerging and Indigenous tourism is even smaller in the regions. So, we need to talk, it is really the way to go,” she insisted.
At the same time, many Quebecers want to get involved in Indigenous tourism. In that regard, the Eeyou Istchee and James Bay tourism associations form “a beautiful model of working together,” Gravel said.
Another issue she mentioned was the loss in revenues when the area was closed for over six weeks in 2023. However, Nibiischii received support from COTA, ITQ and ITAC.
Despite the Covid pandemic and last summer’s wildfires, Cree tourism operators kept developing their projects. The conference’s awards gala this year was “a celebration of the work that people are doing and a recognition of their efforts,” McGinley said.
The Nibiischii team is proud of winning the award for best operator of the year. Gravel said everyone worked hard “to make sure operations are smooth, safe and that visitors always leave with the best experience possible.”
According to ITQ statistics, every year Indigenous tourism sustains more than 4,000 jobs and shares its culture with over 1.2 million visitors while generating close to $170 million in revenue.
ITQ marketing advisor Laurence Lainé said a Leger survey conducted in 2022 shows that in the past five years there is a strong interest in Indigenous tourism; specifically, 74% of Quebecers share positive thoughts on Indigenous peoples’ heritage.
“Indigenous tourism in Quebec allows us to build bridges between nations and to develop Indigenous pride in communities and people who work in tourism,” Lainé said. “We talked about marketing, the tourism system. There was also a discussion on cultural preparation, to help understand in which sector we should collaborate.”
The conference included a workshop on ITAC’s Original Original accreditation program, delivered by ITAC president Keith Henry, who believes the program can help the Cree-owned businesses understand tourism industry standards.
“The world doesn’t necessarily know the difference between the Cree community in northern Quebec versus the Coast Salish people in BC,” he said. “So, we created this program to group all of our businesses in one brand to help promote Cree businesses.”
Domestic demand for Indigenous tourism is growing. A recent survey demonstrates that eight out of 10 Canadians are serious about supporting Indigenous heritage, Henry said.
“To help businesses we’ve invested heavily over the years in development and marketing activities,” he said, “We’re still spending more time up north in Quebec to make Indigenous destinations attractive to the world, not just Canadians.”
Cree culture is a major draw, Henry insisted.
“The culture is so strong,” he said. “The Cree people still speak their language, they still practice their culture, so they need the most updated Indigenous-led research to know how to promote their businesses if they want to bring other people in.”