Indigenous tourism — which offers sustainability and cultural connection — is booming in Canada

On a sunny afternoon, a group of cyclists tours through Banff National Park, stopping midway to hike through the park's Sundance Canyon. 

When they stop for a break, guide Heather Black leads the group through a smudge ceremony, followed by a snack of Alberta-made pemmican strips.

The trip was a trial run for a new type of tour offered through Black's guided hiking business, Buffalo Stone Woman Iinisskimmaakii.

Demand for that side of her business is already strong — "I need another Heather" to keep up, she jokes — but after connecting with a Banff-based bike tour operator, the two joined forces to take Black's tour out on two wheels. She says that trial run was a success. 

Black, an avid hiker, was inspired to start her business after hearing from others out on the trail who were interested in learning about how Indigenous people connect to the land. She said demand is high for Indigenous tourism in the Rocky Mountains — a trend that's also unfolding across the country. 

"I feel that I connect with many people that come on tour with us," said Black, who is a member of the Kainai Nation, about two hours south of Calgary. 

"When we have that cross-cultural experience, I think, it binds us."

Before the pandemic hit, the sector was on a steep growth trajectory, and at its peak in 2019, contributed $1.9 billion to the country's GDP, according to the Indigenous Tourism Association of Canada. 

Like many sectors, it was hit hard by the pandemic — falling to less than $500 million in GDP at its lowest point — but has rebounded faster than expected, said Keith Henry, the organization's president and CEO. 

This year it's expected to bring in $1.5 billion, and could see revenues triple by 2030 if demand from domestic and international travellers continues to rise at the same pace, he said. 

"It's extremely sought after," said Henry. "Certainly, I don't think we've ever seen as much interest and demand for Indigenous tourism as we do today."

Henry credits that demand to an unprecedented interest among tourists in sustainability, Indigenous culture and history. 

Meanwhile, Henry said, the industry must balance the competing demands of growth and sustainability. 

"We want to position Canada to be a global leader in Indigenous tourism by 2030," he said.