Intrepid Travel has signed a landmark partnership agreement with the Indigenous Tourism Association of Canada (ITAC), committing CA$500,000 (around AU$525,000) over the next five years to support the growth and promotion of Indigenous tourism across Canada.
Through the partnership, Intrepid will increase the number of Indigenous-led experiences across its Canadian itineraries, co-develop community-led products and co-create new signature Indigenous-centered adventures. By the end of 2026, 75 per cent of Intrepid’s Canadian tours will include at least one Indigenous experience with a long-term goal of 100 per cent inclusion across all itineraries. Tapping into ITAC’s network of accredited Indigenous tourism experiences, each offering will be authentic, meaningful and designed to benefit the communities that host them.
“The vision is simple. Every traveller who visits Canada with Intrepid should leave with a deeper connection and understanding of Indigenous culture” president of Canada at Intrepid Travel, Christian Wolters, said.
In Australia, Intrepid Travel’s ANZ managing director Brett Mitchell has also joined Destination Canada’s Australia Strategic Advisory Group, an industry-led body focused on advancing regenerative tourism, sustainability, community benefit and cultural respect in Canadian tourism.
“Canada is one of Intrepid’s fastest-growing regions globally, and how we grow there really matters,” Mitchell said. “This partnership sets a new benchmark for how the travel industry can work alongside Indigenous-led organisations with long-term investment, shared decision-making and real economic outcomes for communities. It’s the kind of collaboration we want to see more of across the industry globally.”
Coming at a time of rising interest in Indigenous tourism, the Canada announcement was made on stage at IMPACT, North America’s leading conference on sustainability and innovation in tourism, held in Victoria, B.C., the traditional territory of the Lekwungen-speaking peoples of the Songhees Nation and Xʷsepsəm Nation, and W̱SÁNEĆ peoples.
Increasing demand
“Demand is higher than ever, yet Indigenous-led businesses continue to navigate challenges around limited funding and infrastructure,” ITAC CEO and president Keith Henry said. “Partnerships like this create tangible opportunities and ensure communities gain direct economic and cultural benefits, while supporting our vision of Canada becoming a world leader in Indigenous tourism by 2030.”
More than 60 per cent of highly engaged travellers are now seeking Indigenous‑led experiences, according to Destination Canada’s 2024 Traveller Segmentation Program.
The partnership between Intrepid and ITAC is structured into two key areas: development and promotion. Over the next five-years, Intrepid will invest $50,000 annually into the Indigenous Tourism of Canada Destination Fund to support ITAC’s work in the development of Indigenous-led tourism businesses and community-driven experiences across Canada. The company will also invest a minimum CA$50,000 annually into promoting Indigenous tourism in Canada through media trips, advertising, influencers and more in consultation with ITAC to ensure they are seen, supported, and set up for long-term success.
“For over 30 years, Intrepid Travel has used small-group adventures to empower communities around the world,” Wolters added. “Now, as we embark on our biggest expansion in Canada, we’re excited to help travellers connect more deeply with Indigenous cultures here and ensure tourism creates meaningful benefits for communities.”
Expansion plans
The announcement is part of Intrepid Travel’s wider expansion plans in Canada. In 2026, the company will also open a new operational hub in Squamish, B.C. to boost local hiring in Canada and broaden the range of travel experiences offered nationwide. At the heart of this growth is this new partnership, designed to create lasting economic opportunities for Indigenous communities.
As a certified B-Corp and world leader in responsible travel, Intrepid has long championed Indigenous and community-based tourism around the world. In 2026, the company will offer more than 100 experiences with Indigenous communities globally, reflecting a commitment to authentic, community-led tourism that has always been at the core of Intrepid trips.
