‘It’s also about reconciliation’: Indigenous tourism sector grows in Manitoba

Indigenous tourism in Manitoba is on the rise.

Between 2019 and 2023, the number of Indigenous-owned businesses has increased from 81 to 170. In addition, Indigenous tourism in Manitoba has added nearly $91 million to the province’s gross domestic product (GDP) and has created over 1,200 full-time jobs.

But what exactly sets Indigenous tourism apart from other tourism industries?

It’s the experience that puts Indigenous culture at its forefront, where at least 51 per cent of the business is Indigenous owned by either an individual or an Indigenous community.

“It’s important because it’s what we call ‘authentic ownership’, authentic Indigenous tourism. It’s important that the culture and the history is being shared by entities that are authentically Indigenous-owned so that those proceeds stay within the community,” explained Holly Courchene, the CEO of Indigenous Tourism Manitoba who hails from Peguis First Nation.

“Travel Manitoba did a study with Probe Market Research on the perceptions of Indigenous tourism, and we see a lot of non-Indigenous people interested in learning more about Indigenous culture, history and stories. We also interviewed Indigenous people and they are also interested in sharing that culture, history and stories as well.”

But for people all across Treaty 1 who are a part of the growing industry, it’s about more than just providing a good experience, it’s also about reconciliation.

“A lot of people ask why is there Indigenous tourism separate from the mainstream tourism industry. I think it’s because we, as Indigenous people, face a lot more barriers and the tourism industry has these system that were not developed by Indigenous people. Just being a part of those systems is a barrier in itself and learning new systems. That’s why we need our own Indigenous tourism industry that’s Indigenous-led,” said Courchene.

CityNews toured an Indigenous tourism hotspot Friday morning; the Wyndham Garden Winnipeg Airport hotel, or Ode’akiing, in the St. James neighbourhood.

“The hotel is located on Long Plain Madison Reserve, so this is the first hotel on urban reserve in Winnipeg,” explained Christine Bell, the historic hotel’s general manager who is of the Red River Métis.

Every aspect of the hotel is steeped in Indigenous culture and teachings. From the artwork on the walls, the craftwork at Kookums Corner, the food, and even a room for ceremony.

“We’re (speaking) in the Knowledge Keepers Room, so there is the Seven Teachings on the wall as well. This is a place for people to come reflect, to have ceremony. Our Elders that visit the hotel and our in-house Elders spend time in here. People can meet with them,” Bell explained to CityNews.

“People, non-Indigenous and Indigenous people want to learn more and experience the culture and also educate themself. So it’s important for us, even as Indigenous people and leaders in the hotel, we learn every day as well.”

Neither Bell nor Courchene were surprised to see that figures were rising in the industry’s popularity, with Courchene saying it’s a way to reclaim culture, history, and stories.

“I wasn’t surprised with the numbers, I knew that we were seeing growth. Not only in the Indigenous tourism industry but also Indigenous ownership when it comes to businesses altogether throughout our province,” she said.

Hotspots like the hotel also cater to the comforts of the Indigenous community. For example, all the signage includes both English and Ojibwe languages.

“It’s so important for people to reconnect to their language. Some people, that’s the language that they are comfortable speaking so it’s nice that we have that here so they can utilize both.”

Courchene says when people engage in the Indigenous tourism industry, they’re giving back to the community and encouraging even more growth, which will lead to more business owners and jobs in the future.

“We say that Indigenous tourism and being involved in Indigenous tourism experiences is reconciliation in action,” said Courchene.

Bell adding, “Even just for one night, it’s a great place to relax, but it’s also a great place to learn.”