ABOVE: Squamish Lil’wat Cultural Centre PICTURES: Logan Swayze; Dolf Vermeulen


[shíshálh and Squamish] cultural protocols and how our business fits into these protocols. There are some bigger companies that hire an Indigenous employee to offer an experience, but the large company is profiting off Indigenous culture and community. We feel this is an extractive business practice.”


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DON’T . . . use incorrect language Using outdated terminology can reinforce colonial attitudes. For example, First Nations used to be a common catch-all term for Indigenous people in Canada, but it excludes those of Métis (mixed Indigenous- European) or Inuit heritage. Tamara Littlelight, Itac’s director of marketing, says: “Terms like ‘Indigenous’, ‘First Nations’, ‘Métis’ and ‘Inuit’ should be used correctly to reflect the diversity of Indigenous peoples in Canada. “It’s also important to avoid


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stereotypes or generalisations, and to highlight the opportunity for engagement and learning. Phrases such as ‘immersive cultural experience’, ‘authentic Indigenous storytelling’ or ‘community-led tourism’ reflect the values of respect and partnership.” Where possible, ask how your potential supplier would like to be described, whether by national affiliation or another term.


Available to book in GDS 42 17 OCTOBER 2024 travelweekly.co.uk


top tipop tip Itac offers a range of


resources to assist agents in promoting Indigenous experiences effectively indigenoustourism.ca/ travel-trade


Páqemúl Shelby Dan, cultural ambassador for the Squamish Lil’wat Cultural Centre in Whistler, says: “Respectful, inclusive language that captures the authenticity and cultural significance of Indigenous experiences is important, along with avoiding stereotypes or tokenism. We avoid using terms such as ‘Indigenous-themed’ and prefer terms such as ‘Indigenous- inspired’ and ‘Indigenous-led’. “Travel agents should look for experiences that are culturally authentic and have a positive economic and social impact on First Nations communities.”


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DO . . . choose a reputable operator A tour operator with in-depth knowledge of Canada is an invaluable resource in searching for sensitively


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