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Backgrounder What is the Aboriginal Tourism Association of British Columbia? The Aboriginal Tourism Association of British Columbia (AtBC) is a non-profit, stakeholder-based organization that is committed to growing and promoting a sustainable, culturally rich Aboriginal tourism industry. The 60 stakeholders with AtBC range from gallery curators to jet boat guides, wineries and cultural interpretative experiences and are located in every corner of the province. Each stakeholder is an Aboriginal-owned business that guarantees cultural authenticity as part of its attraction. More information about the Aboriginal Tourism Association of British Columbia is available at www.aboriginalbc.com. What is Aboriginal cultural tourism? Trends in tourism indicate a strong and increasing demand for cultural tourism attractions. Put simply, more and more visitors are looking for experiences that immerse them in a foreign culture and allow them to experience customs and traditions firsthand. British Columbia’s Aboriginal cultural tourism industry has some of the most diverse and best developed operators in the world. Experiences range from canoe journeys and interpretive jet boat tours to Aboriginal-owned museums, heritage villages, cultural centres, golf resorts and wineries. How is Aboriginal tourism revitalizing First Nations culture? The demand for cultural tourism products has given First Nations peoples in British Columbia an unprecedented opportunity to develop businesses that showcase their traditions, histories and cultures. Tourism is helping create sustainable and meaningful employment for Aboriginal communities, and providing the impetus for elders to pass down culture, history and tradition to youth. Thanks to cultural tourism, First Nations traditions and customs are being revitalized for the benefit of communities across British Columbia.
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Aboriginal Tourism by the numbers:
• Today, British Columbia’s Aboriginal tourism industry contributes $35 million to the provincial economy. By 2012, that number is expected to increase to $50 million.
• Adventure Tourism (31%), Tourism Services (22%) and Accommodation (21%) collectively comprise almost three quarters (74%) of existing Aboriginal tourism businesses in B.C.
• Tour operators are seeing growing consumer demand for authentic cultural experiences, with 89% indicating in a recent Aboriginal Tourism Association of BC (AtBC) survey that they would consider offering or expanding Aboriginal experiences as part of their packages.
• Over a third (36%) of travellers surveyed in a study commissioned by AtBC for the Blueprint Strategy indicated that they had visited Aboriginal sites/attractions and events on previous trips to B.C. On average, they had included such experiences on four trips in the past three years.
• Two-thirds (63%) of Aboriginal cultural tourists indicated that they planned to return to B.C. for Aboriginal tourism within in the next three years.
Travellers taking part in Aboriginal tourism in B.C. tend to be:
• Well-educated, upper middle-income wage earners, female baby boomers. • Visiting from primarily North American and European destinations. • Including Aboriginal tourism in their B.C. travels for the first time (65%). • Taking part in Aboriginal tourism in places beyond B.C. (64%). • Spending more money per trip than other tourists.
Compared to other B.C. travellers these Aboriginal tourists are more apt to:
• Spend more trip days in B.C. (average of 13 days). • Include Aboriginal experiences on more of those trip days (average of 3 days). • Visit more than one Aboriginal location on B.C. trip (average of 2.2 sites). • Visit Aboriginal interpretive centres (24%), attractions (22%), museums (21%). • Travel in larger parties (average of 3.6 persons).
Source: Aboriginal Cultural Tourism Blueprint Strategy for BC Consumer Intercept Study & Visitor Post Trip Survey and Literature Review (Nov. 2005).
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Contact information Aboriginal Tourism Association of British Columbia Suite 600 - 100 Park Royal South West Vancouver, BC V7T 1A2 Canada Local Phone: (604) 921-1070 Local Fax: (604) 921-1072 Toll-Free Phone: 1-877-266-2822 Toll-Free Fax: 1-877-533-7773 Email: info @ aboriginalbc.com (no spaces) Media contacts Paula Amos Director of Media Experiences The Aboriginal Tourism Association of British Columbia T: 604 921 1070 C: 604 803 4494 [email protected] www.aboriginalbc.com Greg Johnson T: 604 646 3572 [email protected] Pace Group Media Relations for the Aboriginal Tourism Association of British Columbia
Dana SchoahsTravel Trade [email protected]
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Cultural Authenticity Program In January 2010, the Aboriginal Tourism Association of British Columbia launched a Cultural Authenticity Program for the businesses it represents. The program helps visitors easily identify majority Aboriginal owned and controlled operators with the strongest cultural components. The program also recognizes operators that satisfy industry operating and hospitality standards and rewards businesses for helping revitalize First Nations and Métis cultures. Certified culturally authentic operators will be distinguished by the AtBC authenticity logo. The logo is a version of AtBC’s hands motif fused with a feather and drum symbolizing the strength and celebration of Aboriginal cultures. The motif is accompanied by the words “Authentic Aboriginal”. How does an operator qualify as ‘culturally authentic’? The Cultural Authenticity program goes beyond evaluating the cultural component of a tourism business and assesses other criteria, including Aboriginal ownership / control, adherence to Aboriginal protocols, market and export readiness and operating and safety standards. All majority owned and controlled Aboriginal tourism businesses can apply for the program. How is cultural authenticity evaluated? Applicants participate in a “secret shopper” evaluation and complete an application. The results are reviewed by an independent adjudication committee that consists of industry representatives and Aboriginal leaders knowledgeable of business, culture and tourism. An applicant’s assessment is submitted to AtBC’s Board of Directors for approval and the business is notified of their status. How is cultural authenticity helping revitalize Aboriginal communities across BC? The demand for cultural tourism products has given First Nations peoples in British Columbia an unprecedented opportunity to develop businesses that showcase their traditions, histories and culture. Tourism is helping create sustainable and meaningful employment for Aboriginal communities, and providing the impetus for Elders to share culture, language, history, traditions, values and beliefs with Aboriginal youth. Thanks to cultural tourism, First Nations traditions, languages and customs are being revitalized for the benefit of communities across British Columbia, as well as for future generations. Media Contact: Greg Johnson T: (604) 646 3572 [email protected]
Media Contact:Dana SchoahsTravel Trade [email protected]
