What’s Next for BC’s Aboriginal Tourism Entrepreneurs?
Coast Salish Territory - Vancouver Feb 25, 2010
British Columbia’s First Nations peoples and their tourism industry were on the world stage during the 2010 Games. Now that the cauldron’s close to being extinguished, the Aboriginal Tourism Association of British Columbia (AtBC) is taking stock of its new found fame and shifting its focus to the future.
"We’ve always regarded the 2010 Games as a launching pad, not a landing pad," said Keith Henry, chief executive officer, AtBC. "We were very purposeful in our planning from the outset. We’ve made sure this association and our industry will have valuable legacies we can build up and share throughout the province."
Across British Columbia, Aboriginal culture is experiencing a rebirth and revitalization, thanks in large part to a growing interest in cultural tourism. A recent study indicates that one in four visitors to British Columbia is looking for an Aboriginal cultural experience during their stay, a trend that has grown by nearly 70 per cent over the past three years. With extensive media coverage over the past three weeks, this growth trend is expected to continue.
Over the Games period, domestic and international media attention was steady and strong. "The media attention was incredible and we consider the time and attention we received a tremendous privilege and great gift to all Aboriginal people," said Henry. "We know how busy all of the media outlets have been throughout the Games, and we are frankly in awe of the attention we have received from around the world. Canada, US, Germany, France, Latin America, Russia, Britain, The Netherlands; print and television, social media and more. These are very powerful networks that are infinitely valuable when it comes to exposure and tourism development. This interest has real and immediate results."
Those results, Henry explained, are a large factor in the ongoing revitalization of First Nations cultures across the province. Cultural tourism is helping provide sustainable and meaningful employment opportunities for Aboriginal communities in every corner of BC. Those jobs require cultural knowledge, which often has to be passed down from elders to youth. Tourism, therefore, is encouraging traditions, language, history and heritage be taught to a young generation that otherwise might not have had the introduction.
Summary of Games Legacies:
Partnerships
The success of these Games for AtBC, economically, socially, and from a capacity building perspective, must be shared with Indian and Northern Affairs Canada, The Province of BC, Terasen Gas and Pan Pacific Hotel Vancouver. The investment made it possible for AtBC to leverage their existing dollars and provided a privileged opportunity for the Association to demonstrate its capacity, responsiveness and professionalism.
Training
More than 120 Aboriginal, Inuit and Métis people have been trained as cultural interpretive guides since 2009 through AtBC’s Trailblazer program. More than 26 Trailblazers worked in front of house positions during the Games at the 2010 Aboriginal Pavilion, Aboriginal Business and Artisans’ Showcase and at the Kla-how-ya Exhibit at Pan Pacific Vancouver, providing relevant experience and employable skills for the future.
Cultural Authenticity Program
By introducing the "Authentic Aboriginal" program, AtBC has created a standard of business excellence and assurances for an authentic visitor experience.
Media Relations
First Nations art, culture and tourism operations were front and centre on the world stage during the Games, proving an international media audience for a home-grown industry. AtBC regards this exposure as an introduction, or a foot in the door, to worldwide markets interested in First Nations cultures.
Catalyst for Continued Growth of Aboriginal Cultural Tourism in BC
Direct Sales for AtBC Members and Artisans
Opportunity to Demonstrate AtBC’s Capacity and Professionalism
For more information, please contact:
Paula Amos, Operations and Membership Coordinator
Local Phone: (604) 921-1070
Cell Phone: (604) 803-4494
Toll-Free Phone: 1-877-266-2822
Paula@AboriginalBC.com