b'E-TOURISMbusinesses into the packaging space,to create interest and take customers so they dont have to do it individually,down the funnel so they can browse Henry explains. A big part of our onlineonline and decide whether they want platform strategy is to provide some ofto purchase.our local Indigenous tourism sales part-ners with the digital information to sellHenry points to three very different as a package. Indigenous tourism businesses that are taking full advantage of e-tourism strat-Of note, ITAC built its own marketingegies for business successStories of brand and accreditation program calledCanada, Tourism Wendake and Squamish Original Original. Achieving certifica- Lilwat Cultural Centre. Following is more tion through the program demon- information on all three. strates that a business has the right ITAC REPORT standards in place to deliver a qualitySTORIES OF CANADA /experience. As we invest in this brandENTRE DESTINATIONSIn December 2022, ITAC commis- over time, domestic and internationalEntre Destinations is an ITAC partner sionedareportonIndigenousconsumers will look for that brand tothatsellshigh-endtravelexperi-tourism:Indigenous Tourism andrepresent authentic, Indigenous travelences, primarily in Canada and the Cultural Offering Attractiveness inexperiences, Henry predicts.U.S., including a series called Stories Canada. A web survey was conductedof Canada. The way they have posi-of adult residents of Saskatchewan,Taken together, ITACs combination oftioned their packaging, images and NewBrunswick,NovaScotia,direct to business capacity building,videos is great. There are packages Newfoundland and Labrador andtravel packaging support and its accred- from many parts of the country, and the Prince Edward Island who had trav- itation program takes consumers furtherpurchasing is all there, says Henry. Its elled in their province or in neigh- down the digital marketing funnelall in one. This is what can happen when bouring provinces in the previousleading to purchase. its done well, supported by a strong 24 months.e-commerce backend.GLOBAL MARKETThe study revealed strong poten- With hundreds of Indigenous tourismThe first thing visitors to the website see tial for Indigenous cultural tourismbusinesses currently operating acrossis a high-quality video featuring people in Canada, however it also showedCanada, there is huge diversity in howenjoying gorgeous Canadian land-that many Canadians are unfamiliarbusinesses are structured, where theyscapes. The text Narrated by Michael J. with Indigenous tourism and haventoperate, and what experiences theyFox appears strategically right below pursued it. offer. The concept of Indigenousthe Watch the Full Video line, adding The solution? The report identifiedtourism conjures up a lot of ideas incelebrity cach. Providing effective moti-three key findings for Indigenouspeoples mindssome people thinkvation to scroll down the page, visitors tourism companies to consider: its [just] Elder storytelling, or perfor- next see a few concise paragraphs that mances. It does include those, but itsexplain why the project was created and 1.Most Canadians are interested inso much more! Henry exclaims.what to expect.contemplative and cultural activ-ities such as visiting a museum,What they all have in common is theVisitors are then presented with a series interpretation centre, boutique orneed to lure in visitors with engagingof visually stunning images featuring art exhibition. Interest in immer- digital content and then to make thepeople with regional landscapes in the sive Indigenous activities includessale with a solid e-commerce setup.background. The text on each image attending an Indigenous pow wow,The customer journey often starts withclearly states the province or territory, festival, event or performance. an online search, which presents anwith one short line to further entice visi-2.Canadians who are at least some- opportunity for search engine optimi- tors to click on the image for more infor-zation (SEO). If a Google search leadsmation. One image for British Columbia what familiar with Indigenouscustomers to the website or socialreads British Columbia, Expect the unex-tourism tend to be more inter- media page of these businesses, thepected on Canadas West Coast and ested in engaging in activities likenext question is what will keep themfeatures an Indigenous man. A second going on an Indigenous adventure,engaged. Its all about having a strongimage reads British Columbia Haida connecting with Elders, or visitingbusiness vision, then creating onlineGwaii, Experience a protected land-an Indigenous community. content to suit. scape and extraordinary way of life and 3.Canadians who have taken part infeatures an Indigenous woman.an Indigenous activity in the pastShort videos or vignettes that can be have a higher interest in renewingrepurposed online are very successful.Click on the images, and you are treated theexperience.Therefore,a[And you need to] use high-definition,to another high-quality video specific to customer acquisition strategyhigh-quality images and keep videosthe destination. For instance, the section combined with a loyalty strategyshort, Henry suggests. This is where Ion Nunavut features vast landscapes of would be interesting to consider. see businesses doing really wellwhenice, water and stone with local wildlife they have these additional lure piecesand visitors enjoying themselves. Right 66A CCAB PUBLICATION2023'