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BRITISH COLUMBIA – With the COVID pandemic shifting travel domestically in 2020 and more than likely also for 2021, Indigenous tourism businesses can significantly grow their local Canadian traveler base, according to a study by Insignia Marketing Research.
The Indigenous Tourism Association of Canada (ITAC) commissioned Insignia earlier this year to conduct a study aimed at understanding both the relevance and potential relevance of Indigenous tourism and cultural experiences within the domestic travel market. The survey’s findings show that COVID-19 disruption has created an unprecedented, industry-wide opportunity for Indigenous tourism and cultural experiences.
Conducted in August, the market research noted that COVID has induced travel-related attitudinal and behavioral shifts that have made Indigenous experiences more favourable to the Canadian domestic visitor. The study also determined, however, that Indigenous tourism experiences were not yet top of mind with travelers who were now turning to explore Canada, while international borders remain closed.
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