Tuesday,  December 10, 2019  6:48 am

WestJet & ITAC partner to grow Canada's Indigenous tourism sector


WestJet & ITAC partner to grow Canada's Indigenous tourism sector
Keith Henry, president and CEO of ITAC (left) and Arved von zur Muehlen, WestJet chief commercial officer sign a $100,000 three-year commitment at this week’s International Indigenous Tourism Association Conference.

WestJet and the Indigenous Tourism Association of Canada have signed a $100,000 three-year commitment this week, a strategic partnership that will help promote and grow Indigenous tourism in Canada.

The partnership – signed during this week’s International Indigenous Tourism Association Conference in Kelowna, Syilx Territory, BC – will see WestJet and ITAC collaborate in the following areas:

  • Enhancing export readiness of selected Indigenous tourism businesses as they ready for international visitors.
  • Support the work and ambition of Indigenous youth entrepreneurs by supporting their participation at the IITC in 2020, 2021, 2022. 
  • Utilize WestJet's inflight entertainment system to tell the story of the range of Indigenous tourism experiences via its inflight entertainment system both domestically and internationally.
  • Collaborate on content and stories about Indigenous tourism to be featured in WestJet's inflight magazine throughout the year.
  • WestJet will become the official airline of the annual International Indigenous Tourism Conference which is held in new Canadian destinations every year.

"From launching Indigenous itineraries with WestJet this summer to announcing this invaluable multi-year commitment, WestJet is providing ITAC and our Indigenous tourism entrepreneurs endless opportunities to grow Indigenous tourism across Canada and showcase our experiences to global audiences," said Keith Henry, president and CEO of ITAC.

"Bringing people together is what we do and in that spirit, we are partnering with Indigenous peoples, entrepreneurs and youth of Canada by sponsoring ITAC," said Arved von zur Muehlen, WestJet chief commercial officer. "In doing so, we are proud to support Indigenous stories, history and culture across Canada and the globe."

WestJet is collaborating on global initiatives with ITAC and Indigenous leaders including the blessing of WestJet's first Boeing 787 Dreamliner and the airline's Dreamliner hangar. In early May 2019, WestJet partnered with Destination Canada and ITAC on an Indigenous tourism showcase in London, UK, to help grow opportunities and inform the global travel industry of the importance of indigenous tourism.


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