An Indigenous-led B.C. tour company has landed a starring role in a new provincial tourism campaign — and it’s a sign of how much ground Indigenous tourism has gained in how this province presents itself to the world.
Indigenous tourism has grown into a genuinely significant part of B.C.’s travel economy over the past decade, backed by organizations like Indigenous Tourism BC, which supports Indigenous-owned businesses offering everything from guided cultural tours to land- and water-based adventure experiences rooted in specific Nations’ histories and territories. A campaign built around one of those operators, rather than treating Indigenous tourism as a side note, says something about where the province wants that story positioned.
For visitors, that shift matters too — it means the tours getting top billing aren’t generic sightseeing packages, but experiences led by the people whose territory and history is actually being shared.
The tour company’s name and the full campaign details weren’t confirmed in our source at post time — we’ll follow up with specifics once they’re public.
Have you booked an Indigenous-led tour in B.C. before? We’d love to hear what stood out.
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