b'INDIGENOUS TOURISM AUTHENTICITY IS KEYTo help consumers know if an Indigenous experience is authentic, the Indigenous Tourism Association of Canada (ITAC) developed The Original Original Accreditation Program. This certification is designed to assure visitors of a quality Indigenous tourism experience. Businesses can become accredited with this mark through ITAC.Its one brand to help consumers know, whether theyre from any country in the world or here in Canada, that the businesses that have earned that accreditation in Canada are authentic Indigenous experiences, explains Keith Henry, ITACs president and CEO.Thats making it simpler for buyers in many markets, continues Henry. I know that seems simple, but the truth is that up until the last few years when ITAC put this together, customers and visitors were really confused over whats authentic and whats not. Were trying to help simplify the messaging.Supporting authentic Indigenous experiences also includes the purchasing of authentic Indigenous artisan wares, says Darcie Guarderas, director and client strategist for Tansi Tourism Solutions. A great way to support Indigenous tourism is to purchase local, authentic artisan wares. Make sure youre not buying Chinese-made souvenirs that have an Indigenous logo. People want to purchase authentic local arts and crafts.dont really understand the big macro- Indigenous tourism employs approxi-economicpicture,butitsamajormately 39,000 people working in about driver, Henry says. We see the poten- 2,000 businesses. To meet the growing tial for at least tripling by 2030 with thedemand from international travellers right investments. and to take full advantage of future economicopportunities,ITACesti-The investments that the industry needs,mates that the industry will need a total continues Henry, are for the constructionof 61,000 people by 2030. This means of much-needed infrastructure and thethey expect another 22,000 jobs in development of new businesses. At thethe tourism industry to become avail-moment, there is a growing gap betweenable. Theres no shortage of opportu-travelled to Canada and enjoyed theirtourism demand and what the industrynity in Indigenous tourism right now, experience, says Henry, but they want tocan deliver, and narrowing this divideHenry says.return to learn more about Indigenouswill be a significant challenge. ITAC values. Theres a real desire, particularlyestimates that theres a gap of at leastWhen people think of employment in from international visitors, to come learn800 new businesses currently neededthe tourist industry, they often think of more about how Indigenous peopleacross the country, including somesummer jobs for young people to make survive on the land and thrive, Henrylarge-scale initiatives. a little money in front-end customer explains. Thats one of many of the majorservice roles, serving coffee and food drivers that were seeing. Thats a trendAbout 100 of those would have to beor giving tours. However, the reality is right now that I dont think is going to gomajor projects, like resorts and destina- that there are many diverse pathways away in the foreseeable future. tions development, where that includesto flourishing careers within the industry. accommodations, food services and[People] dont realize that in tourism there Growing interest in Indigenous tourismtransportation, and thats betweenare marketers, business managers, HR across Canada could spell great oppor- domestic and international, Henry says.managers. Theres a whole layer of job tunity for Indigenous people looking toopportunities, Henry says. Yes, there start new careers. It already accountsCAREER OPPORTUNITIESare frontline customer service jobs, but for approximately $2 billion in revenueIn addition to much-needed infrastruc- behind that, theres a whole back-of-across Canada. Its a very large sector,ture investment, the insufficient numberhouse massive structure of managers, and most people, including Indigenousof people entering the tourism industrymarketers and other sorts of people that leaders and Indigenous entrepreneurs,also needs to be addressed. Currently,work in the sector.Indigenous BUSINESS REPORT77'