Indigenous Tourism Québec

What Indigenous Tourism Québec does

Indigenous Tourism Québec (ITQ) is a non-profit sectoral tourism association founded in the early 1990s and headquartered in Wendake, Quebec. Recognized by the Quebec Ministry of Tourism, ITQ serves as the unified voice and central hub for Indigenous tourism across the province, representing all 11 Indigenous Nations (Anishinaabe, Atikamekw, Eeyou, Innu/Ilnu, Inuit, Kanien'kehá:ka, Mi'gmaq, Naskapi, W8banaki, Wendat, and Wolastoqiyik) and aggregating 220 authentic tourism experiences across 55 communities.

ITQ operates a bilingual digital platform (indigenousquebec.com) that organizes Indigenous tourism offerings by category (accommodation, art and culture, events, gastronomy, hunting and fishing, nature adventure), by Nation, and by 11 tourism regions. Complementary content products include the Origin(e) magazine, the Indigenous Encounters web series and podcast, and the Mamowinitotan (Together) campaign. The organization is governed by a 9-seat Board of Directors drawn from member operators and runs with a small staff of 13.

ITQ's revenue model relies on membership fees from Indigenous tourism entrepreneurs and government funding from the Quebec provincial government, Indigenous Services Canada, and the Secrétariat aux relations avec les Premières Nations et les Inuit. It does not operate as a booking platform; its function is information aggregation, promotion, business development support, and industry representation. In 2025–2026, ITQ finalized Geiteget (the first sector-wide action plan) and deployed a Tourism Growth Program supporting 31 projects across 12 regions and 8 Nations, signaling formalization of its role as the sector's development stakeholder.

Name

Indigenous Tourism Québec

Legal name

Indigenous Tourism Quebec

Website

https://indigenousquebec.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Indigenous Tourism Québec is a non-profit sectoral tourism association that promotes and develops Indigenous tourism across Quebec, representing all 11 Indigenous Nations and 55 communities through a digital directory, content platform, and member services funded by dues and government grants.

Ownership category

akta.pro rank

Product category

Tourism Association Services

NAICS

Arts, Entertainment, and Recreation (71), Museums, Historical Sites, and Similar Institutions (7121), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Membership Organizations (8600), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI)

akta.pro secondary industries

Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI), Cultural Heritage & Indigenous-Led Visitor Services (Tribal Tours, Heritage Sites, Co-management) (THAAAGAL), Community-Based & Indigenous-Led Ecotourism (THAAAEAH)

Keywords

• Indigenous tourism promotion
• Tourism association services
• Cultural tourism directory
• Tourism marketing platform
• Sustainable tourism development

Headquarters

HQ city

Wendake

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Services: Indigenous Tourism Quebec operates as a sectoral tourism association providing services to Indigenous tourism entrepreneurs including support, guidance, and representation. The organization is recognized by the provincial ministry of tourism and is sustained through membership programs and government support.
2. Tourism Promotion and Marketing: Promotes Indigenous tourism experiences across Quebec through digital marketing, media relations, and awareness campaigns, supporting member businesses and the broader Indigenous tourism industry.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Indigenous Tourism Québec is a non-profit sectoral tourism association that develops, aggregates, and promotes Indigenous tourism experiences across Quebec. Its core offering is a curated digital directory showcasing 220 authentic experiences across 55 communities and 11 Indigenous Nations, complemented by member business support services, a bilingual magazine (Origin(e)), and an Indigenous Encounters / Mamowinitotan content platform.

Product overview

Indigenous Tourism Quebec operates a digital tourism marketing platform that aggregates and promotes Indigenous-owned tourism experiences across Quebec. The platform serves as a directory connecting travelers with 220 authentic experiences across 55 Indigenous communities spanning 11 Nations. The core product consists of categorized experience listings (accommodation, art and culture, events, gastronomy, hunting and fishing, nature adventure), complemented by a Nations Directory, Regions Directory, the Origin(e) digital magazine, and the Indigenous Encounters content platform featuring the Mamowinitotan web series and podcast.

Differentiator

Problem solved

Functional benefit

Products and services

• Things to Do (Experience Listings Directory) Comprehensive directory of Indigenous tourism experiences across Quebec, organized by activity category: Accommodation (lodging), Art and Culture (museums, galleries, festivals), Events (Pow Wows, cultural gatherings), Gastronomy (Indigenous restaurants and culinary experiences), Hunting and Fishing (outfitting services), and Nature Adventure (outdoor activities). Targets domestic and international tourists and directs them to member-operated experiences.
• Nations Directory Directory of all 11 Indigenous Nations in Quebec with detailed community information: Anishinaabe, Atikamekw, Eeyou (Cree), Innu/Ilnu, Inuit, Kanien'kehá:ka (Mohawk), Mi'gmaq, Naskapi, W8banaki (Abenaki), Wendat (Huron), and Wolastoqiyik (Maliseet). Targets tourists and visitors seeking to explore Indigenous experiences by Nation.
• Regions Directory Geographic directory covering 11 tourism regions across Quebec: Abitibi-Témiscamingue, Bas-Saint-Laurent/Gaspésie, Eastern Townships/Montréal/Montérégie, Centre-du-Québec/Mauricie, Côte-Nord, Eeyou Istchee Baie-James, Lanaudière/Laurentians, Nunavik, Outaouais, Québec, and Saguenay/Lac-Saint-Jean. Targets tourists and visitors seeking to discover Indigenous experiences by region.
• Origin(e) Magazine Bilingual (French/English) magazine publication showcasing Indigenous tourism experiences, cultural stories, and destination features across Quebec's 11 Indigenous Nations. Available in PDF and web versions, free to download. Targets tourists, cultural readers, and the general public interested in Indigenous cultures and tourism in Quebec.
• Indigenous Encounters (Mamowinitotan) Content Platform Digital content platform featuring web series episodes, podcasts, and articles that showcase cultural exchange experiences between Indigenous and non-Indigenous peoples across Quebec. Includes the Mamowinitotan (Together) campaign with natural, festive, and cultural encounter series. Targets tourists, the general public, and members interested in cultural exchange and reconciliation storytelling.

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered notable, flagship and minor.

• HookénotableStrategic or Co-development Partner · 1 January 2023Quebec-based outdoor brand collaborated with ITQ's Mamowinitotan campaign and the Tapiskwan collective from the Atikamekw Nation to co-create a clothing collection featuring Indigenous-inspired designs, launched in September 2025.
• La Fabrique culturelle (Télé-Québec)flagshipStrategic or Co-development Partner · 1 January 2022Cultural media platform of Télé-Québec partnered with ITQ to produce the 'Saveurs: Exploring Indigenous Cuisines' documentary series exploring the culinary heritage of Quebec's 11 Indigenous Nations across three seasons.
• Tapiskwan CollectivenotableStrategic or Co-development PartnerMultidisciplinary collective of artists, artisans, and community members from the Atikamekw Nation, coordinated by the Nitaskinan Cooperative, partnered in the Hooké x Tapiskwan co-creation project.
• Destination Québec CitéminorChannel Partner/ Reseller/ DistributorRegional tourism partner represented on ITQ's Board of Directors by Robert Lancup, facilitating distribution of Indigenous tourism offerings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Destination Canada: National tourism marketing corporation that promotes Canada internationally. Provides the broader demand-generation context in which ITQ operates and is a complementary upstream marketing channel for inbound Indigenous tourism to Quebec.
• Tourisme Québec: Provincial tourism marketing body for Quebec, recognized as the official tourism authority. ITQ works as the Indigenous counterpart within the broader provincial tourism ecosystem, with a specialization in Indigenous cultural tourism that broader incumbents cannot replicate.

Direct peers

• Indigenous Tourism BC (ITBC): Provincial Indigenous tourism association for British Columbia, operating the same sectoral association model and serving as the recognized voice for Indigenous tourism in BC. Comparable to ITQ in mission, structure, and stakeholder composition.
• Indigenous Tourism Alberta (ITA): Provincial Indigenous tourism association for Alberta, recognized by Travel Alberta. Mirrors ITQ's role in curating Indigenous experiences, providing business support to Indigenous operators, and serving as the unified voice for Alberta's Indigenous Nations.
• Indigenous Tourism Association of Canada (ITAC): National umbrella association for Indigenous tourism in Canada. Operates the same membership-based sectoral association model as Indigenous Tourism Quebec but at the pan-Canadian level, coordinating provincial affiliates and providing national-level marketing, advocacy, and the Indigenous Tourism Awards.
• Indigenous Tourism Ontario (ITO): Provincial Indigenous tourism association for Ontario, recognized by the provincial Ministry of Tourism. Operates an analogous mandate to aggregate and promote Indigenous-owned tourism experiences across Ontario's First Nations communities.
• Indigenous Tourism Newfoundland and Labrador: Provincial Indigenous tourism association for Newfoundland and Labrador. Operates a comparable model of aggregating Indigenous-owned tourism experiences and supporting member operators with marketing and capacity development.

Emerging players

• Atikamekw Tourism Council / Conseil de la nation atikamekw: Emerging regional Indigenous tourism body representing the Atikamekw Nation in Quebec. Operates at a smaller, single-nation scale but represents a future potential model for ITQ member nations developing their own autonomous tourism capacity.

Regional players

• Eeyou Istchee Tourism: Regional tourism organization for Eeyou Istchee (Cree territory in Northern Quebec), representing one of ITQ's 11 member nations. Operates at the sub-provincial level with a more narrow geographic focus, complementing rather than competing with ITQ's broader provincial role.
• Visit Nunavik: Regional tourism organization promoting tourism in Nunavik, the Inuit territory of Northern Quebec. Functions as a regional Indigenous tourism promoter that overlaps with ITQ's coverage of the Inuit Nation and operates in ITQ's territory but at a more localized scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/autochtoneqc
• LinkedInlinkedin.com/company/taq-itq

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indigenous Tourism Québec