Indigenous Tourism is Growing in Alberta with the Help of a New Tourism Partnership
Rugged mountains, pristine lakes, vast prairies and hauntingly beautiful badlands—Alberta is home to some of the most beautiful landscapes in Canada as well as fascinating Indigenous cultures and history that international visitors are eager to discover.
“Edmonton has over 11,000 years of history hiding in plain sight,” says Keith Diakiw, a proud Métis man who is the owner and operator of Talking Rock Tours, a company that offers Indigenous tours of the province’s capital city and other regions of Alberta. His Edmonton downtown walking tours help visitors discover the Indigenous history of the place the Cree call Amiskwacîwâskahikan or “Beaver Hills House.”
As the demand for authentic tourism experiences increases, Travel Alberta and Indigenous Tourism Alberta (ITA) have entered a renewed four-year partnership that is the largest of its kind in Canada, setting the province apart nationally and on the world stage. The partnership will see an $8.2 million investment in Indigenous tourism over the next four years and help more than 200 Indigenous-owned tourism businesses like Diakiw’s to grow, strengthen their visitor experiences and meet the rising international demand for authentic Indigenous tourism experiences. It will also assist with grassroots business development and hopefully inspire more Indigenous People who have thought about starting a business to take the leap.
Indigenous Tourism in Alberta—Did You Know?
– One in three international travellers to Alberta are seeking an Indigenous experience.
– According to the Conference Board of Canada, the Indigenous tourism sector in Alberta is second in Canada for economic impact on GDP and revenue.
– In 2026, Alberta’s Indigenous tourism sector is projected to generate $293 million in revenue, support over 4,025 jobs and have $635.3 million in total GDP impact.
“It’s a bit daunting to start a tourism business,” admits Diakiw, who began the process of starting his business nearly eight years ago. “At a time when federal funding for the Indigenous Tourism Association of Canada (ITAC) has been completely cut, potential new Indigenous tourism operators might be even more intimidated. That makes this partnership between Indigenous Tourism Alberta and Travel Alberta even more important.”
In the first year of the new agreement from 2026 to 2027, $2.2 million in direct and in-kind support will be invested in Indigenous tourism, followed by $2 million annually through 2030 providing long-term stability to accelerate the growth of Indigenous-led experiences across the province—an important pillar of Alberta’s tourism strategy and a defining part of what sets the province apart on the world stage.
“Indigenous-led tourism is at the heart of what makes Alberta a truly exceptional destination,” says David Goldstein, President and Chief Executive Officer of Travel Alberta. “The depth, authenticity and connection these experiences offer are unlike anything else in the world. We are incredibly proud to partner with Indigenous Tourism Alberta to support the continued growth of this sector, ensuring it remains Indigenous-led, thrives in communities across the province and continues to inspire visitors from around the globe.”
As travellers increasingly seek meaningful, culturally rich experiences, Alberta is well-positioned to lead with experiences rooted in Indigenous knowledge, culture, connection and place. Chelsey Quirk, Chief Executive Officer of ITA says the renewed partnership will ensure the future of tourism in Alberta is one where Indigenous stories and experiences are integrated into the very identity of the province.
“This is a meaningful moment for Indigenous tourism in Alberta,” she says. “This renewed partnership reflects a shared commitment to growing Indigenous tourism in a way that remains Indigenous-led. As an Indigenous-led organization, ITA brings cultural understanding, trusted relationships and lived experience into the work we do every day. That leadership is critical to ensuring the continued growth of Indigenous tourism is both sustainable and rooted in community.”
Indigenous tourism operators like Diakiw believe this new partnership is also an example of reconciliation in action—strengthening cultural ties and expanding understanding between Indigenous and non-Indigenous peoples. “Indigenous tourism is growing in Alberta and it’s wonderful to see Indigenous People thriving as they embrace who they are,” Diakiw says. “Establishing my own Indigenous tourism business has helped me embrace my culture and provides me the opportunity to share it with others in a way that builds understanding, empathy and allyship.”
