INDIGENOUS TOURISM ALBERTA

TOURISM BRAND

PROJECT SUMMARY

A story-driven branding project for Indigenous Tourism Alberta, built through deep engagement with communities, Elders, and tourism operators across the province. The brand centres storytelling as a tool for truth-telling, healing, connection, and joy—reflecting the land, culture, and humour that define Indigenous tourism. Launched under the invitation “Come Walk With Us,” the brand now guides ITA’s marketing, partnerships, and presence across Canada.

APPROACH

• Secondary research

• In-depth interviews

• Elder engagement

• Dialogic research

• Brand brief for creative

Building an Indigenous Tourism Brand

Sharing stories is the heart of Indigenous tourism. It is a way to preserve and reclaim culture, and to share truth. It is a way to own narratives and identities. To cultivate and strengthen respect and unity.

Ultimately, the purpose of the Indigenous Tourism brand is to make intimate and inspiring connections through the land.

To build a brand for Indigenous Tourism Alberta, we set out to collect stories. Stories from Elders, from operators large and small, stories from as many different communities in Alberta that we could reach.

When stories are shared, connections are deepened between people and across cultures, and spaces to learn and heal are created that have a lasting impact beyond the moment of connection.

We learned that visitors are more purpose-driven than ever. This meant that Indigenous Tourism could not be superficial or without intention.

Yet, the serious challenges faced by Indigenous peoples can overshadow the lightheartedness that exists. Tourism experiences are meant to be fun, and funny. An Indigenous experience will rarely come without a dose of humor. Shared laughter creates warmth and good energy. It is in these moments we experience human connection, feel joy, and make memories.

The brand has launched and is now shaping every aspect of ITAs marketing and relationships, and was the foundation of the organization’s invitation that echos nationally: “Come Walk With Us”.