Explore Edmonton Indigenous Tourism Strategic Plan
A STORMY LAKE & MOCCASIN TRAILS PARTNERSHIP
EXPLORE EDMONTON INDIGENOUS TOURISM STRATEGY
DESTINATION TOURISM STRATEGIC PLAN
An Indigenous-led tourism strategy for Edmonton’s Indigenous tourism community, grounded in ceremony, relationship-building, and community leadership. Guided by an Advisory Circle, the project connected over 80 Indigenous operators and shared their vision through a narrative told by a young Cree entrepreneur—reflecting the culture, spirit, and future of Indigenous tourism in amiskwaciwâskahikan (Edmonton).
APPROACH
• Background research
• Asset mapping & gap analysis
• Advisory Circle formation & consultation
• In-depth interviews
• Community consultation
• Dialogic research
An Indigenous tourism strategy told by and for the Indigenous community
Edmonton is often known as the City of Events. But there is so much more – including a rich tapestry of Indigenous experiences waiting to be awakened. The City needed a strategy that would build and strengthen Indigenous tourism. However, it became evident that significant relationships between the Indigenous community and Explore Edmonton were missing. Therefore, we adopted a relationship-first approach. There was simply no other way to do this right.
To begin in a good way, the Enoch Cree Nation hosted a Pipe Ceremony, welcoming the Executives of Explore Edmonton to join. We then formed an Advisory Circle of diverse local First Nations, including Elders, youth, operator and entrepreneurs, and Explore Edmonton. This Circle of leaders guided our strategy development and continues to work in partnership with Explore Edmonton.
We also knew the project needed to unite a disconnected tourism community and listen to them. We engaged with a group of 20 known Indigenous operators and uncovered another 60 unbeknownst to Explore Edmonton, many of whom weren’t aware they are part of the tourism sector. Many of these operators were identified through our experiences assessment detailed above. This assessment was key to our understanding the state of Edmonton Indigenous tourism sector, and where it needed strategic attention and direction.
We wanted to develop a strategy true to the both the voice and culture of who we met. With the Advisory Circle we presented the strategy as a powerful narrative through the eyes of Willow – a Cree female youth tourism entrepreneur who tells the story of Indigenous tourism development in amiskwaciwâskahikan (Beaver Hills House, or Edmonton). By sharing the strategy as a story, we were better able to connect the Indigenous Tourism community to the broader tourism community in Edmonton.
