TORONTO — More than half of Canadians are interested in Indigenous-led tourism experiences, but fewer than one in five have participated in one, according to new Angus Reid research commissioned by Intrepid Travel.

The research found that 57% of Canadians are interested in participating in an Indigenous-led tourism experience on their next domestic trip, compared with 18% who have previously done so.

Among Canadians who have not participated, 42% said they had not encountered an Indigenous-led experience while planning a trip and 30% did not know where to find one. Nearly one-quarter, at 24%, were unsure which experiences were genuinely Indigenous-owned or led.

Knowledge and confidence also emerged as barriers, with 63% saying they did not know enough about Indigenous tourism to know where to begin and 54% not confident they knew how to find and choose an experience.

At the same time, 71% said they would enjoy learning about Indigenous cultures while travelling and 43% would be more likely to choose a Canadian trip that included an Indigenous-led tourism experience.

“Canadians are telling us they are interested in Indigenous-led tourism, but many simply do not know where to begin,” said Christian Wolters, President of Intrepid Travel Canada. “For the travel industry, that means working directly with Indigenous-owned and led tourism businesses and making their experiences a more visible part of the trips travellers are already considering.”

INDIGENOUS-LED EXPERIENCES FOR 2027 

The research comes as Intrepid expands its Indigenous-led tourism offering in Canada.

A new direct partnership with Indigenous-owned Talaysay Tours will bring the ‘We Are the Land’ experience to Intrepid’s Grand Canadian Rockies itinerary in 2027. The 120-minute guided trail experience at Lost Lake in Whistler incorporates Indigenous storytelling, cultural ecology, land stewardship and salmon knowledge, concluding with a tea ceremony.

“We are the original stewards of these lands and waters, and to our people, the land is everything – it is our culture, our identity, our history and our way of life,” says Talaysay Campo, Co-Owner of Talaysay Tours. “Through this experience, travellers will walk the land with us, discover Indigenous knowledge and learn about the living relationships that have connected our people to these mountains since time immemorial.”

Intrepid will also add a Huron-Wendat experience in Wendake to its Eastern Canada by Rail trip in 2027, including a guided visit to the museum and Huron-Wendat longhouse at the Huron Traditional Site.

Together, the additions will bring Indigenous-led experiences to 75% of Intrepid’s Canadian trips in 2027, part of a longer-term goal to integrate them across all of its Canadian itineraries. The initiative builds on Intrepid’s CA$500,000 five-year commitment to support the growth and promotion of Indigenous tourism in Canada.

Lead image caption: Christian Wolters, President of Intrepid Travel Canada, with Talaysay Tours members