“I feel totally abandoned”: ITAC faces collapse as federal funding vanishes, says CEO

ITAC hasn’t collapsed yet. But Keith Henry says it’s only a matter of time.

For more than a decade, the Indigenous Tourism Association of Canada (ITAC) has served as the national non-profit responsible for growing Indigenous tourism, helping communities develop businesses, connecting operators to international markets, and promoting authentic experiences.

Today, however, the organization finds itself fighting for survival.

In a recent interview with PAX, Keith Henry, ITAC’s president and CEO, described an organization in crisis after years of declining government support culminated in a complete loss of federal funding for the 2026-27 fiscal year.

The situation has become so severe, “We’re basically insolvent,” Henry said.

“I’ve had to lay off every single staff member. There’s no office in operation now. We’re trying to find a way to work through this crisis,” he said.

The cuts have been devastating. According to Henry, approximately 40 people — including core staff and contractors — have been impacted.

The reality of the situation hit in April when Henry shared what he described as a “difficult update” on ITAC’s website, revealing that the organization's remaining team members had been laid off.

He also disclosed that he was the only active employee left, working without pay to keep ITAC’s most basic functions operating.

The root cause, he says, is straightforward. Federal investment in ITAC, and its role in building Indigenous tourism, has all but disappeared.

For the fiscal 2026-27 year, ITAC’s federal funding stands at $0 from both Indigenous Services Canada (ISC) and Innovation, Science and Economic Development Canada (ISED) — representing a 100 per cent reduction from previous years.

At the same time, financial support from Destination Canada has also declined – and disappeared.

The Government of Canada’s national tourism marketing organization, which previously contributed anywhere between $2.7 million and $3 million to ITAC, supporting its marketing efforts, has now frozen its funding due to ITAC’s insolvency, Henry said.

“They have not been willing to provide solution,” he said.

READ MORE: Indigenous tourism in crisis: CATO sounds alarm as ITAC faces collapse

Collectively, funding from the three entities — ISC, ISED and Destination Canada — has fallen from approximately $11.9 million to $0 over a three-year period, he said.

Henry, a long-time Indigenous tourism advocate who has spent decades helping build tourism in Canada, does not hide his frustration.

“I feel totally abandoned,” he said. “It’s so tone deaf as to what reconciliation means in this country. I’m upset and angry. They don’t realize the reach of ITAC.”

“I have an honorary doctorate in putting Indigenous strategies together in this country. I cannot believe the government would allow ITAC to be put in this place.”

Building a national Indigenous tourism industry

The potential collapse of ITAC would mark a stunning reversal for a sector that, until recently, was widely celebrated as one of Canada’s tourism success stories.

Originally established as the Aboriginal Tourism Marketing Circle, the organization evolved into the Aboriginal Tourism Association of Canada (ATAC) in 2015.

In 2017, it formally adopted the name Indigenous Tourism Association of Canada (ITAC), reflecting terminology that is more widely embraced by Indigenous communities in Canada and around the world.

Its mission has always been bold and ambitious: helping Indigenous communities build sustainable tourism economies while preserving and sharing culture, language, traditions and stories.

Indigenous tourism can take many forms. It may involve an Elder offering a prayer, song or drumming performance. But it can also include guided cultural interpretation, traditional knowledge sharing, or contemporary expressions of Indigenous culture through visual art, music and cuisine.

Increasingly, Indigenous chefs across Canada have been creating sought-after culinary experiences that blend traditional ingredients and teachings with contemporary cooking techniques.

Today, ITAC represents roughly 1,329 members, including Indigenous-owned and controlled tourism businesses from every region of Canada, as well as non-Indigenous partners (like airlines). 

Some companies are visitor-ready and export-ready businesses already working with tour operators and international travel partners.

Others remain in developmental stages, relying on ITAC’s mentorship, training and investment to reach commercial viability.

ITAC’s role has always been about helping Indigenous communities realize their tourism visions.

Despite economic uncertainties in today’s marketplace, ITAC’s 2025-26 program recorded a three per cent increase in membership, demonstrating continued confidence in Indigenous tourism's future.

Before the COVID-19 pandemic, Indigenous tourism had also emerged as one of Canada's fastest-growing tourism sectors.

Growing demand for authentic cultural storytelling and immersive Indigenous experiences fuelled rapid expansion across regions such as Alberta and British Columbia.

One of ITAC’s most significant achievements was the development of “The Original Original,” a national accreditation program conceived in 2019 that officially launched in 2021.

The initiative, which achieved global exposure, was designed to certify fully-authentic, Indigenous-owned and operated tourism experiences while helping operators become more competitive domestically and internationally.

Now, that program is “completely gone,” said Henry.

“It’s a big loss,” he said. “From the marketing campaigns we ran to our Destination Indigenous platform for consumers, we had a lot of engagement from travel partners. That is now off the table.”

Without funding, “We can’t maintain relationships or put those contracts into place,” Henry explained.

The consequences, he said, will ripple throughout the national tourism economy.

“It will be a loss in $500 to 700 million in sales across the country,” he said, noting that ITAC has invested heavily over the years in developing distribution channels in the U.S. and beyond, including working with tour operators to add Indigenous tourism experiences to itineraries.

Still rebuilding from COVID

The timing is particularly troubling because Indigenous tourism, in Canada, has still not fully recovered from the pandemic.

A 2025 report produced jointly by ITAC and the Conference Board of Canada (now known as Signal49 Research) found that Indigenous tourism directly contributed $1.6 billion to Canada’s GDP in 2023, representing a decline of 10 per cent compared to 2019.

When adjusted for inflation, the drop grows to nearly 24 per cent.

The report found that Indigenous tourism generated an estimated $3.7 billion in revenue in 2023, while supporting more than 34,700 direct jobs and contributing approximately $730 million in direct government revenues across federal, provincial and municipal levels.

Inflationary pressures and workforce shortages were identified as major obstacles to recovery.

The report concluded that strategic investment and targeted support remain critical to overcoming systemic barriers and realizing the sector’s long-term economic potential.

Yet Henry believes support is moving in the opposite direction.

“We’re still rebuilding from COVID. People need to realize that,” he said. “We talk with our members on the ground. We’re not back at 2019 levels.”

Canada’s strained relationship with the United States in recent months, combined with other challenges, such as wildfires, has also hindered recovery efforts.

“No one talks about these realities,” said Henry.

“History repeating itself”

Henry views the current crisis as part of a broader historical pattern.

“I’m Indigenous,” he said. “It’s a classic case of creating an environment of scarcity of funds to the point where everyone competes until they see each other as a threat.”

According to Henry, Indigenous tourism organizations in Canada have repeatedly been built up only to see funding structures change.

“There’s been three iterations of Indigenous tourism in Canada,” he said. “We’re the fourth. If we let this fall, there will be a fifth.”

“Canada keeps perpetuating this nonsense. It’s history repeating itself with chronic underfunding.”

In Henry’s view, funding comes and goes “every three years, which is why these issues keep coming up.”

“Ripping apart institutions is unacceptable,” he said.  “It’s taking opportunities away from businesses, which are devastated.”

The world is watching

The crisis is attracting international attention, Henry said.

ITAC has spent years establishing partnerships with Indigenous tourism organizations and operators around the world, particularly in New Zealand, Australia, Latin America and the United States.

With ITAC’s future hanging in the balance, many are now questioning what comes next.

“All of our people can’t believe it,” Henry said. “I’m in conversations with operators around the world and everybody is asking, ‘What’s going on?’ The truth is, ITAC may actually fall and the government is standing back, doing nothing, pretending like everything is OK.”

“The world sees it and it’s tone-deaf. We were very proud of the Original Original. We signed agreements [with tour operators and destinations], and all of that is on the verge of crumbling.”

Industry rallies behind ITAC

Support for ITAC has begun emerging from across the travel industry.

The Canadian Association of Tour Operators (CATO), for one, issued a public statement on May 26, urging tourism stakeholders to unite behind the organization.

“Over the years, ITAC has played a critical role in advancing Indigenous tourism across Canada, fostering meaningful economic opportunities for Indigenous communities while enriching the Canadian tourism experience through authentic cultural engagement and reconciliation in action,” CATO stated.

Additionally, the progress achieved in Indigenous tourism over the past decade has required “significant trust-building, partnership development, training, product development, and international market positioning,” CATO said.

“Interruptions or uncertainty in funding risk undermining these important gains at a time when Indigenous tourism continues to demonstrate strong growth potential and growing demand from travellers seeking authentic and responsible travel experiences,” the association wrote.

ITAC and CATO have been calling on the Government of Canada, the Prime Minister Mark Carney, Minister Rechie Valdez (Secretary of State – Small Business and Tourism) and several other Ministers to work toward a solution that will allow ITAC to continue its mandate.

Henry, for one, has been actively encouraging tourism stakeholders and industry partners to write letters of support for ITAC to Minister Valdez.

The response from the industry has also been overwhelmingly positive, said Henry, noting “hundreds” of supportive letters and testimonials he has received from partners and Indigenous operators.

“They love what we do,” he said. “We’re family. Our members care. The proof is in the pudding. People don’t want to see ITAC fall.”

A private-sector lifeline?

One recent bright spot recently came from global adventure travel company Intrepid Travel.

In January, Intrepid announced a $500,000 commitment to ITAC over three years to help expand Indigenous-led tourism experiences, support community-developed products and create new Indigenous-centred adventures.

The investment also includes promoting Indigenous tourism in Canada through media trips, advertising, influencers, and more consultation, to ensure ITAC is “seen, supported, and set up for long-term success,” said a press release that was issued at the time. 

“Is that going to be lost? I hope not,” Henry said. “We have to be honest. If we can’t carry on and function without government support, it could be a missed opportunity. We’re not giving up on it.”

Intrepid’s investment is just one example of how strategic partnerships can help drive growth and create new opportunities in Indigenous tourism, Henry said.

“It’s money that allows us to build more product and itineraries and add Indigenous content,” he said. “Intrepid’s customers share our sentiment. They want to explore cultures, learn local and eat local. That’s why it was critical.”

“I need Canada to invest so we can enable our abilities.”

Government silence, Destination Canada responds

PAX reached out to Rechie Valdez, Secretary of State (Small Business and Tourism), and Indigenous Services Canada for comment on the situation and Henry’s concerns, but did not receive responses by publication time.

PAX also contacted Destination Canada for comment. In a statement, the Crown corporation said:

"Destination Canada remains committed to supporting the promotion of Indigenous tourism, which plays a vital role in communities and in the visitor economy. It is a priority for us.”

“We recognize the importance of Indigenous-led tourism, and are in contact with the Indigenous Tourism Association of Canada to better understand the situation.”

Henry, however, says there has been no such effort from Destination Canada to communicate in this manner.

Instead, he says the corporation is trying to terminate a five-year service agreement the two groups established years back.

Under a Memorandum of Understanding (MOU) signed in 2022, Destination Canada was to assist ITAC in leading lead Indigenous tourism marketing and support for our businesses to reach export readiness.

But the relationship between the two organizations has “changed” over the years as funding declined and as Destination Canada started hiring their own Indigenous staff, Henry said.

“We could see and feel their attempt to go around ITAC,” Henry told PAX in a follow-up statement. “We only rubber stamped their work.”

Destination Canada, Henry said, has been trying to terminate its service agreement (not the MOU) with ITAC since May.

“We have asked several other questions but have received no response,” Henry said. “It is a terrible situation, to be blunt. It’s been total abandonment.”

“There is no such effort to communicate at all, other than to terminate.”

“We want to be treated equally”

For Henry, the debate ultimately comes down to fairness.

He rejects any notion that Indigenous tourism, and ITAC specifically, is asking for special treatment. Instead, he argues it deserves the same level of support afforded to other publicly-funded tourism sectors.

“I want Canadians to realize that Indigenous tourism helps bring money into the country,” he said. “Our Indigenous culture and tourism is what presents Canada to the world. And the world is interested.”

“Consumer demand from many markets continues to grow. But we have to have the infrastructure [to respond].”

As Canada's summer tourism season gets underway, ITAC remains operational — but barely.

Its future is being managed on a “day-to-day basis,” Henry said.

“We’re on the verge of collapse,” he said. “It could be any day now.” 

But the stakes extend far beyond balancing budgets. It also touches the preservation of something bigger. 

“This is about helping preserve culture and language. It’s about cultural sustainability,” Henry said. “We’re fighting for something far beyond dollars and cents.”

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