Marketing & Industry Research

ATBC publishes key research reports to assist Aboriginal entrepreneurs and communities with business planning. The research is the most extensive ever undertaken on Aboriginal cultural tourism in B.C. and includes information on:

Market profiles of Aboriginal Cultural travellers from Canada, the U.S., Europe and Asia.
Detailed consumer demographics and information on trip characteristics, length of stay, awareness and interest in Aboriginal tourism experiences.
Visitor perceptions of B.C.’s Aboriginal cultural tourism experiences and the types of activities travellers are most interested in.
A review of Best Case Practices in other jurisdictions.

Aboriginal Cultural Tourism Blueprint Strategy for BC

The Aboriginal Tourism Association of BC’s Blueprint Strategy provides a long-term plan for the sustainable growth and development of the province’s Aboriginal tourism industry.

ATBC’s Blueprint Strategy is the most comprehensive provincial Aboriginal tourism plan created in Canada and can be shared as a model for the development of Aboriginal tourism in other jurisdictions.

By 2012 the Aboriginal tourism industry is expected to contribute over $50 million to B.C.’s economy, up from approximately $35 million today.

Implementing the strategy will help create new employment and economic development opportunities for Aboriginal people and communities throughout B.C. in the lead up to 2010 and beyond, while strengthening and preserving Aboriginal culture

The Blueprint Strategy puts the Aboriginal tourism sector on the road to full development – a major competitive advantage for B.C.’s overall tourism industry.

Key Activities
Key activities over the next four years include:

Provincial roll-out of the Aboriginal Youth Ambassador program.
Consumer advertising campaigns to increase visitation.
Publishing an expanded Aboriginal cultural experiences visitor guide.
Attendance at major travel trade marketplaces to increase Aboriginal tour packages.
Tourism education and training programs, including FirstHost, for Aboriginal businesses and communities to increase their market-readiness and identify new opportunities.
Career awareness programs.
Aboriginal cultural tourism authenticity protocols and certifications.

There are many unique Aboriginal tourism experiences now being offered in B.C. However, we are still just scratching the surface of what’s possible. The Blueprint Strategy will provide the framework for growing the Aboriginal tourism industry from the ground up – providing a major competitive advantage for B.C.

ATBC would like to thank their partners whose expertise, knowledge and guidance contributed to the successful development of the Blueprint Strategy: First Nations Leadership Council, Four Host First Nations, Métis Nation of British Columbia, the B.C. Ministry of Tourism, Sport and the Arts, Tourism British Columbia, Indian and Northern Affairs Canada, Aboriginal Business Canada, Western Economic Diversification Canada, and VANOC.

The Aboriginal Cultural Tourism Blueprint Strategy for BC and related documents are the property of the Aboriginal Tourism Association of BC (ATBC) and cannot be reproduced for any purpose other than personal information without the written permission of ATBC.