Keith Henry – President & CEO,Aboriginal Tourism Association of Canada

Targets

1) Aboriginal tourism revenues:$300 million increase in annual Canadian GDP by 2021

2) Aboriginal tourism jobs:40,233 total workers by 2021

3) Aboriginal tourism businesses: 50 additional export-ready experiences by 2021

4) Financial sustainability and stability of ATAC: Average $2.6 million annual funding from 2016 to 2021

Measurable goals to achieve by 2021

Strategic Pillars1) Product Development

Increase number of export-ready experiencesEducation/ Training

2) MarketingHigh-value, targeted marketing and sales effortsAlign and partner with Destination Canada

3) LeadershipRepresentation and advocacyEstablish long-term financial sustainability of ATACAssist provincial & territorial Aboriginal tourism org’s

4) PartnershipDevelop long-term industry partnershipsEstablish effective, broad networks with industry leaders Build member engagement and support of ATAC

Programs, Projects and Achievements

Strategic Pillar: Product DevelopmentInternational Aboriginal Tourism ConferenceATAC’s largest single 2016/17 projectDec. 12-14, 2016 - Membertou, NS• 300+ participants, 30+ speakers, workshops,

cultural experiences, National Awards Gala

SOLD-OUT!

2017 IATC – Nov. 6-8Grey Eagle ResortCalgary, ABCo-Host: TsuuT’ina Nation

Programs, Projects and Achievements

Strategic Pillar: Product DevelopmentProduct Development Funding Support ProgramDesigned to assist businesses attain market-readinessMaximum $10,000 for businesses in each province & territory• 86 applicants from across Canada, 19 selected• Funding requests 600% above available• Successful applicants include:

• improvements to business websites• marketing assets and materials• training front-line staff• increasing cultural knowledge and education• conducting industry-specific technical training• permitting and licensing support• funding small capital projects

Programs, Projects and Achievements

Strategic Pillar: MarketingApril 2016: Canada Media Marketplace• Destination Canada event for media in USA• 20+ Meetings & Closing reception sponsorshipMay 2016: Rendez-vous Canada • ATAC luncheon sponsorship for 1,000+ delegates• 25+ Aboriginal Tourism selling organizations in attendanceSeptember 2016: Adventure Travel World Summit• ATAC presented at Aboriginal tourism forum• Leads: 13 tour operators, 6 agents and 33 mediaOctober 2016: GoMedia• International media show, reception host for 275+ guests• 1-on-1 appointments with 25+ global mediaOctober 2016: Showcase Canada Asia• Destination Canada B2B Trade Event in China• 120+ qualified buyersNovember 2016: World Travel Market London• Destination Canada stand at largest UK travel show.• 15+ meetings showing high interest

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Programs, Projects and Achievements

Strategic Pillar: Marketing

Programs, Projects and Achievements

Strategic Pillar: PartnershipMutually beneficial collaboration and engagement

EXAMPLE: Marketing partnership with Destination CanadaGOALS:

Growing and leveraging the Aboriginal cultural tourism opportunityGenerating demand for Canada’s visitor economy

Programs, Projects and Achievements

Strategic Pillar: Partnership

MOU signed with Parks CanadaGOALS:

Establishing, growing and supporting market-ready Indigenous tourism products, programs and/or eventsMarketing and promotion of Indigenous tourism products and Parks Canada places

Programs, Projects and Achievements

Strategic Pillar: LeadershipAwareness &UnderstandingBuilding interest through presentations and discussions in a very wide variety of meetings and gatherings (20+ presentations across Canada in the last 6 months)

Discovering OpportunitiesEXAMPLE – Presentations at Nunavut Arts Summit and Nunavut Tourism AGM led to discussions to develop a partnership document for Aboriginal tourism marketing and product development, to be funded by Nunavut Tourism.

Programs, Projects and Achievements

Strategic Pillar: LeadershipAdvocacy & Support forRegional Aboriginal Tourism AssociationsYUKON - Led discussions to help Yukon First Nations Culture and Tourism Assoc. earn an additional $100,000 in annual funding (more than 100% increase).

ALBERTA – Discussions underway with Gov’t of Alberta and Travel Alberta to establish multiple programs to support Aboriginal tourism including the preliminary steps towards an Alberta Aboriginal tourism association.

ATLANTIC REGION – Discussions have begun with Atlantic Canada Opportunities Agency to develop an Atlantic Region Aboriginal Tourism Association.

NUNAVUT – ATAC is discussing a partnership with Nunavut Gov’t to support product development and marketing of authentic Inuit tourism experiences.

ONTARIO – Indigenous Tourism Ontario (ITO) is now established and working with ATAC on support for their 2020 ITO Strategy.

Dozens of export-ready Aboriginal Tourism business across Canada

Export-Ready Aboriginal Tourism BusinessesBritish Columbia• Haida Enterprise Corp• Haida Style Expeditions• HFN Hospitality• I Hos Gallery• Musqueam Cultural Centre• Quaaout Lodge• Sea Wolf Adventures• Sidney Whale Watching• Takaya Tours

Alberta• Horseback Adventures• Sawridge Inns & Conference

Centres• Stoney Nakoda Resort and

Casino

Saskatchewan• Wanuskewin Heritage Park

Manitoba• EAST Inc• Wapusk Adventures

Ontario• Aboriginal Experiences• Great Spirit Circle Trail• Ritchie Falls Resort• Six Nations Tourism

Quebec• Quebec Aboriginal Tourism• Site Traditionnel Huron• Tourism Manawan• Tourism Wendake

Yukon• Yukon First Nations Culture &

Tourism

Northwest Territories• B Dene Adventures• Narwal Northern Adventures• Tundra North Adventures

Newfoundland & Labrador• Abadak Wilderness

Adventures• Pirates Haven ATV Friendly

Park & Chalets Adventure• Miawpukek First Nations

New Brunswick• Metepanagiag Heritage Park

Nova Scotia• Wagmatcook Centre• Destination Membertou

Prince Edward Island• Micmac Productions• Indian Art & Crafts of North

America

Destination Membertou (NS)Membertou is a must-stay destination on beautiful Cape Breton Island where visitors can dine, shop and play. From world-class hotels, delicious food, authentic Mi’kmaq crafts & gifts to entertainment & events - Tourism Membertou can help you plan a vacation for the whole family!

SAMPLE TRIP: shop for authentic Mi’kmaq crafts at Petroglyphs Gift Shop located in the Membertou Heritage Park, where you can experience the rich Aboriginal culture by taking a guided tour.

DURATION: 2 days LOCATION: Cape Breton Island, Nova Scotia

Metepanagiag Heritage Park (NB)Mi’kmaq village showing more than 30 centuries of history through archaeological finds, ceramic pottery, and two National Historic Sites.

SAMPLE TRIP: A TASTE OF METEPENAGIAG “OOKDOTAAN” A guided tour of the heritage park starts with the heavenly aromas of the cooking fire and traditional food. It continues with a stop at the Interpretation Centre to view the exhibits and learn more about the lives of the people who called this land 'home.' Gather fresh ingredients for the tea that will be served with food prepared in an outdoor cooking shelter. Sit down to listen to stories of Metepenagiag before sampling seasonal fish or summer game with wild rice, traditional bread and fragrant cedar tea. Don't forget to linger around the campfire to hear more stories about this ancient way of life.

DURATION: 3 hours LOCATION: Miramichi, New Brunswick

Wagmatcook Centre (NS)The Wagmatcook Culture and Heritage Centre provides visitors with an innovative view of Mi'kmaq culture, history and heritage. Scheduled lectures, live performances and guided tours are available throughout the year. Live dance and drum presentations are also available with advanced booking.

SAMPLE TRIP: In the summer, check the schedule for a variety of cultural experiences, including craft demonstrations, cultural experiences, language and storytelling.

DURATION: 2-3 hours LOCATION: Cape Breton Island, Nova Scotia

Indian Art & Crafts of North America (PEI)This Mi’kmaq owned craft store makes its home on the peaceful shores of famous Malpeque Bay, Prince Edward island. The "Craft Store", as the locals know it, opened its doors over 35 years ago.

SAMPLE TRIP: Enjoy a beautiful 90 min scenic drive from Charlottetown to Lennox Island, where you’ll meet the Sark family, long time business owners and celebrated artisans. Shop for traditional and non-traditional native crafts, such as Mi'kmaq ash-splint baskets, beadwork, carvings, drums, pipes, head-dresses, moccasins, and birch-bark novelty items.

DURATION: ½ day LOCATION: Lennox Island, PEI

Tundra North Adventures (Northwest Territories)INUVALUIT/GWITCH’IN OUTDOOR ADVENTURE COMPANY BASED IN INUVIK, NWT.

SAMPLE TRIP: The Canadian arctic reindeer signature package. Learn and experience the Northern way of life while surrounding yourself in the stark beauty of the Arctic tundra. Visit a herd of 3000 reindeer and Tuktoyaktuk on the Arctic Ocean.

DURATION: 4 days LOCATION: Inuvik & Tuktoyaktuk, NWT

Wapusk Adventures (Manitoba)METIS OWNED AND OPERATED DOG-SLEDDING COMPANY in CHURCHILL, MANITOBA

SAMPLE TRIP: While in Churchill, visit this small kennel owned and operated by local musher David Daley. Meet the dogs, learn about dog sledding, go for a ride and hear stories from Dave’s adventures running and competing in the Hudson Bay Quest, a true arctic dog sled survival race that he founded.

DURATION: 2.5 hours LOCATION: Churchill, Manitoba

Sea Wolf Adventures (BC)KWAKWAKA’WAKW OWNED WILDLIFE VIEWING AND WATER TAXI COMPANY OF THE MUSGAMAKW DZAWADA’ENUXW FIRST NATION.

SAMPLE TRIP: Get up close and personal with British Columbia’s grizzly bears on an intimate and immersive wildlife watching experience. Join First Nation guides on a tour through the awe-inspiring waterways of their people’s traditional territories.

DURATION: 10-12 hours LOCATION: Northern Vancouver Island & coastal mainland BC

Adäka Cultural Festival (YK)Adäka means “coming into the light” in the Southern Tutchone language. The Festival is committed to shining a light on the creative spirit of Yukon First Nations people, helping to preserve and revitalize our arts and culture, while inspiring artists and youth to take pride in their heritage and communities. With unique opportunities like Adäka our artists will undoubtedly continue to set new standards of quality and excellence in the arts and cultural sector!

Dates: June 30 – July 6, 2017 Location: Whitehorse, Yukon

Wanuskewin Heritage Park (SK)Wanuskewin is a place to meet, visit, learn and share. This location has been a gathering place for northern plains Indigenous people for thousands of years.

SAMPLE TRIP: Imagine having all the medicine you needed right outside of your tipi door! This trail walk introduces participants to the medicines of First Nations people. From medicine that gave relief to the common cold or acted as a bug repellent. The Opimihaw Valley has it all!

DURATION: 2 hours LOCATION: Saskatoon, Saskatchewan

Horseback Adventures (AB)You will find the Horseback Adventures ranch just north of Jasper on Highway 16 in Brule, Alberta. As top guides and outfitters, they cater to smaller groups seeking spectacular horseback adventure on trails less-traveled. Guests enjoy comfortable accommodations, gentle horses and delicious home-cooked fare created fresh by a private chef who travels with you.

SAMPLE TRIP: A variety of horseback trail rides are available for novice or more experienced riders are available in the area including Solomon Ridge Lookout and Jasper Park boundary in Alberta, Canada.

DURATION: 1hr – Full day LOCATION: Brule, Alberta (on the edge of Jasper National Park)

Great Spirit Circle Trail (ON)Specializing in authentic Aboriginal experiences that exhibit the culture and traditions of the Anishinaabe people of the Manitoulin Island - Sagamok Region. Great for independent travellers, families, and all group sizes.

SAMPLE TRIP: Stay overnight in a premium luxury Tee-pee, with plush duvets, 500 thread count sheet sets, buffalo hides and furs, lounge chairs. Enjoy the Voice of the Drum program, a traditional story and interactive experience for everyone to enjoy.

DURATION: 2 days LOCATION: Manitoulin Island, Ontario

Tourism Wendake (QU)Wendake is located 14 minutes from the heart of Québec City. This community offers a complete immersion in the Huron-Wendat culture. Many activities are available year-round. The icon of Wendake offering 55 rooms all facing the Akiawenrahk River; where tradition and modern mix.

SAMPLE TRIP: Stay overnight at the iconic Hôtel-Musée Premières Nations, stop in at the Huron-Wendat Museum to learn about the local people. In the evening, visit with the story-teller, then extend your authentic Huron-Wendat experience by spending the night at the longhouse!

DURATION: 2 days LOCATION: Quebec City, Quebec

Takaya Tours (BC)Tour the calm and scenic waters of Indian Arm by canoe or kayak and experience the culture, tradition and history of the Tsleil-Waututh First Nation. 25 foot traditional style ocean-going canoes will safely take you on an unforgettable journey through time, while experienced guides share legends, songs, and stories.

SAMPLE TRIP: Experience interpretive paddles in replica ocean-going canoes, similar to those used by the TWN historically and listen to ancient knowledge and wisdom of traditional methods used for identifying and harvesting indigenous flora and fauna while guides from the Coast Salish Nation sing songs, tell legends and point out ancient village sites.

DURATION: 2 hours LOCATION: North Vancouver, BC

B. Dene Adventures (NWT)Journey through the communities of Yellowknife, Dettah and N’dilo, in an introduction to the Dene people and the significance of their land and cultural traditions. Visit B. Dene Adventures’ camp to share in Dene culture, art and food. Listen to the beat of the traditional drums and join the excitement of traditional Dene Hand Games.

SAMPLE TRIP: Spend an evening among the Dene, with northern lights story-telling, Dene history and legends, drumming, and samples of traditional foods. Our camp with a heated cabin is located on the shore of Great Slave Lake, with exceptional opportunities to see and photograph the Aurora Borealis.

DURATION: 4 hours (all evening) LOCATION: just outside Yellowknife, NWT

Quaaout Lodge and Talking Rock Golf (BC)The Quaaout Lodge features 70 guest rooms and suites that will immerse you in a level of comfort and relaxation that quiets the senses and calms the mind. Each room has a private balcony or patio with lake views, allowing you to watch the sun dance across Little Shuswap Lake. Talking Rock Golf Course is located on the shores of Little Shuswap Lake, a unique golfing experience awaits.

LOCATION: Chase, BC (midway between Vancouver & Calgary)

The Ocean House at Stads K’uns GawGa (BC)A unique, floating lodge anchored off the coast of Haida Gwaii. Haida owned with luxury amenities, 12 rooms, all inclusive packages for multi-day stays which scenic float plane rides to ancient village sites; in-residence Haida artists; private nature treks with cultural interpreters, kayaking, exploring the Haida culture through storytelling, and much more.

SAMPLE TRIP: Island Explorer ExperienceSettle in on an all inclusive trip which includes flights from Vancouver, helicopter transfers, accommodations, meals, zodiac tour, hiking tour, use of hot tubs, paddle boards, etc. DURATION: 4 nights LOCATION: Haida Gwaii

Musqueam Cultural Centre & Gallery (BC)The Gallery at the Musqueam Cultural Centre features 1300 square feet of space where the Musqueam people share their history and culture, from their perspective. They also offer cultural tours for groups and their centre is available for rental for meetings and events.SAMPLE TRIP: Musqueam Community & Long House TourA guided walking tour for groups, which goes through an older part of the community along the Fraser River. Explains the history of the community over time, including the historical relationship with the Chinese Farmers in the area. Visitors will also learn about the significance and sacredness of the Long House to the Musqueam People.DURATION: 3 hours LOCATION: Vancouver, BC

Haida Style Expeditions (BC)HAIDA OWNED AND OPERATED CULTURAL ADVENTURE COMPANY. Brothers Sk’aal Ts’iid (Flicker Bird - James Douglas Cowpar) and Kung X angajii(Moonshadow - William Shawn Cowpar) take guests throughout Gwaii Haanas National Park Reserve by zodiac. SAMPLE TRIP: K'uuna (Skedans) Tour - Head out by zodiac, visit sea lions, explore the coastline, search for taan (bear) & watch for whales. Enjoy 2-3 hours a local village and traditional Haida cuisine for lunch. Along the way, enjoy Haida storytelling, songs and/or local history from your guide. DURATION: 8 hours (Full day) LOCATION: Haida Gwaii

Arctic Bay Adventures (Nunavut)Arctic Bay is a traditional Inuit hamlet of 800 people in the northwest corner of Baffin Island and ranks among the top ten most northerly communities in the entire world. The Inuktitut name for Arctic Bay is Ikpiarjuk which means "the pocket" in EnglishSAMPLE TRIP: Life on the Floe EdgeTravel by traditional qamutiq sleds to the edge of the Arctic Ocean sea ice in search of narwhal, the unicorn of the sea. Keep a watch out for nanook, the great white polar bear. Sample mukuk and other Inuit delicacies. Enjoy a cup of tea made from the chips of an iceberg. Take part in cultural traditions dating back hundreds of years.LOCATION: Arctic Bay, Nunavut

Narwal Northern Adventures (NWT)NARWAL stands for Northern and Remote Wilderness Adventures Ltd. and this family-owned business includes a B&B as well as year-round outdoor education, survival training and wilderness fun.SAMPLE TRIP: While staying at the quaint Bed & Breakfast, choose your adventure based on the season. From learning how to canoe or kayak, to hiking, fishing or even a floating dinner theatre, fill your days with the beauty of the north. DURATION: As many days as you want!LOCATION: Overlooking Great Slave Lake, just 15 minutes from Yellowknife.

How To Get Involved:

1) BECOME A MEMBERBase Membership - $99 Annual Fee

– Voting or Non-Voting Status– Voting Status:

> Minimum 51% Aboriginal owned/controlled> Market-Ready

- Key Benefits:> Listing on our ATAC Corporate Site> Window sticker showing membership> Eligible for future awards, product

development programs, training etc.> Regular updates regarding ATAC projects> Eligible to vote and become a Board member

representing your region

www.AboriginalCanada.ca

How To Get Involved:

2) UPGRADE to MARKETING PARTNER$199 Optional Marketing Upgrade

- Valuable Marketing Support> Market-Ready members only

> Listing on ATAC consumer website

> Opportunity to participate in co-opmarketing, tradeshows (Rendez-Vous Canada), presentations

> Included in promotional materialscreated for co-op marketing andsales missions

www.AboriginalCanada.ca

How To Get Involved:

3) WATCH for MEMBER OPPORTUNITIESMarketing – Training – Product Development- Marketing Co-op Programs

> Participation support & mentoring> Access to buyers and trade shows> Media visits, story ideas

- Training> Custom programs to help you prepare and succeed

- Product Development> Assistance with improving market-readiness> Strengthen your ability to grow and attract business

Sign-Up for ATAC Newsletter: www.AboriginalCanada.ca

k.henry@aboriginalcanada.ca

1-604-639-4408