Indigenous Tourism Ontario

What Indigenous Tourism Ontario does

Indigenous Tourism Ontario (ITO) is a non-profit, membership-based organization that operates as the first and only dedicated Indigenous tourism body in the Province of Ontario, Canada. Headquartered in Aundeck Omni Kaning (Northern Ontario) with a regional office in Toronto, ITO unites Indigenous tourism operators, communities, and industry partners around four strategic pillars: Cultural Authenticity, Product Development, Workforce Development, and Marketing & Branding. Membership is complimentary and open to any person, community, business, or organization interested in advancing Indigenous tourism, with a current base of 400+ member operators across the province.

ITO delivers a portfolio of programs rather than a single product. Core operator-facing programs include the Indigenous Business Advisor (IBA) Program (one-on-one mentoring and workshops), the FEAST: Growing Indigenous Food Tourism in Ontario strategy (a five-pillar framework described as the first of its kind globally), the PATHS Tourism Builder (a business planning tool co-developed with Canadian Ecotourism Services), and the Skode dragon's den-style innovation contest (run with the Tourism Innovation Lab). The Indigenous Experience Ontario website acts as the province's first dedicated Indigenous tourism travel site, and the proprietary Booker platform provides a made-in-Ontario booking engine that reduces dependency on Expedia and Travelocity fee structures. Workforce and community programs include the Community Tourism Awareness Program, Community Based Tourism Training, Excellence Workshops, and Employer-to-Employee (E2E) matching events with the Tourism Industry Association of Ontario. Branded cultural engagement products include four Augmented Reality experiences (accessed via QR codes), Virtual Reality experiences (produced with ORIGINS VR), and Drone Shows used at events such as the National Day for Truth and Reconciliation and the Summer Solstice Festival North.

ITO is governed by President & CEO Kevin Eshkawkogan and an Indigenous Cultural Integrity Advisory Committee comprising Knowledge Keepers from multiple First Nations. The organization is funded primarily through government sources — FedDev Ontario, FedNor, and the Government of Ontario Ministry of Tourism, Culture and Sport — and acts as a pass-through funding conduit, having distributed $3 million in Tourism Relief Fund financing to 34 Indigenous tourism operators in 2022. Operating reach has expanded materially since 2019, with the Indigenous Ingenuity Northern Tour scheduled for 22 stops across Northern Ontario from 2022 through 2024, and new partnerships with mainstream institutions including Maple Leaf Sports and Entertainment, Burnbrae Farms, and the Biskane e-commerce platform.

Name

Indigenous Tourism Ontario

Legal name

Indigenous Tourism Ontario

Website

https://indigenoustourismontario.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Indigenous Tourism Ontario is a non-profit membership organization that serves as the first and only dedicated Indigenous tourism body in Ontario, supporting 400+ Indigenous tourism operators across the province through four strategic pillars: Cultural Authenticity, Product Development, Workforce Development, and Marketing & Branding.

Ownership category

akta.pro rank

Product category

Indigenous Tourism Development

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural Heritage & Indigenous-Led Visitor Services (Tribal Tours, Heritage Sites, Co-management) (THAAAGAL)

akta.pro secondary industries

Community-Based & Indigenous-Led Ecotourism (THAAAEAH), Cultural & Community-Based Lodges (Indigenous/Local Conservancies) (THAGAIAL), Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI), Private Cultural Immersion & Heritage Experiences (Local Hosts, Traditions) (THAJALAJ), Community-Based & Indigenous-Owned Nature Lodges (THAAAHAI)

Keywords

• Indigenous tourism development
• Tourism business advisory
• Workforce development training
• Cultural tourism marketing
• Tourism booking platform

Headquarters

HQ city

Sudbury

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: ITO offers complimentary membership to any person or organization interested in advancing Indigenous tourism in Ontario. Membership is free and provides access to programs, resources, and support services.
2. Government Funding: ITO receives funding from government sources including FedDev Ontario, FedNor, and the Government of Ontario Ministry of Tourism, Culture and Sport. In 2022, FedDev and FedNor provided $3 million to 34 Ontario Indigenous Tourism Operators through TRF.

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

Indigenous Tourism Ontario is a non-profit, membership-based industry organization that supports Indigenous-owned tourism businesses in Ontario through complimentary programs across cultural authenticity, product development, workforce development, and marketing/branding. It operates the Indigenous Experience Ontario travel website, the bespoke Booker booking platform, the Indigenous Business Advisor (IBA) Program, FEAST food tourism strategy, PATHS business planning tool, and Skode innovation contest, alongside immersive AR/VR cultural experiences and event-based drone shows.

Product overview

Indigenous Tourism Ontario (ITO) is a membership-based organization serving as the province's first and only dedicated Indigenous tourism organization. Rather than a single product, ITO offers a portfolio of interconnected programs and services organized under four strategic pillars: Cultural Authenticity, Product Development, Workforce Development, and Marketing & Branding. Key offerings include Indigenous Experience Ontario (travel website for promoting Indigenous businesses), Booker (booking platform), FEAST Program (Indigenous food tourism strategy with accreditation), PATHS Program (business planning tool with four directional modules), and Skode (tourism innovation contest with mentorship). Technology-driven products include Virtual Reality Experiences, Augmented Reality Experiences, and Drone Shows for cultural storytelling. Workforce development services include Indigenous Business Advisor (IBA) Program with one-on-one mentoring, Excellence Workshops (Service, Leading, Coaching), Community Tourism Awareness Program, and E2E Matching Events. The IBA Program supports members through all stages of business development.

Differentiator

Problem solved

Functional benefit

Brands

• FEAST: A first-of-its-kind strategy to guide Indigenous food tourism development in Ontario, launched in 2019-2021.
• Skode
• IBA Program
• PATHS Tourism Builder
• Indigenous Experience Ontario

Products and services

• Indigenous Experience Ontario The first website dedicated to promoting Indigenous tourism in Ontario, designed to promote Indigenous businesses and organizations in the province to consumers and industry stakeholders.
• Booker A bespoke, made-in-Ontario online booking platform that reduces fees paid to third-party online travel agencies such as Expedia and Travelocity, returning more revenue to Indigenous tourism business owners.
• FEAST Program FEAST: Growing Indigenous Food Tourism in Ontario is a first-of-its-kind food tourism strategy guiding Indigenous food tourism development across the province. Includes the FEAST Accreditation Program providing pathways and resources for Indigenous food tourism businesses to grow and improve market readiness.
• PATHS Program PATHS Tourism Builder is a business planning tool created in partnership with Canadian Ecotourism Services (CES) that takes a deep dive into Indigenous tourism businesses and isolates four directions for effective operations: Preparing For Guests, Saying Hello, Welcoming Guests, and Caring For Our People.
• Skode A dragon's den-style tourism innovation contest hosted in partnership with Tourism Innovation Lab that pairs Indigenous tourism entrepreneurs, businesses, community groups, and non-profits with mentors and provides non-repayable financial contributions to advance new Indigenous tourism ideas.
• Indigenous Business Advisor (IBA) Program One-on-one consultation and mentoring program delivered by Indigenous Business Advisors to help Indigenous tourism businesses succeed, including assistance with business planning, licensing, permits, and operational improvements.
• Virtual Reality Experiences Immersive Virtual Reality experiences creating computer-generated environments, including the Manitoulin Hotel and Conference Centre VR Experience, Wiikwemikong Tourism VR Experience, Traditional Crafting, Ice Fishing, and Traditional Netting, produced in partnership with ORIGINS VR for technical expertise and high-quality production.
• Augmented Reality Experiences Augmented Reality experiences accessible via QR code scanning that superimpose computer-generated elements onto real-world environments, used for cultural education such as Indigenous educators teaching stories and chefs introducing the cultural significance of animals in Indigenous culture.
• Drone Shows Drone performances in which hundreds of illuminated drones are flown in formation to produce visuals and patterns in the sky, delivering cultural storytelling at events such as the Summer Solstice Festival North and National Day for Truth and Reconciliation.
• ITO All-Stars Cup Off-ice tournament program fostering interest in tourism careers among First Nations youth, including FEAST Culinary Workshops, Top Shelf Workshops, VR experiences, archery lessons, and a Skode Live Pitch Competition held at the Little Native Hockey League tournament.

Quantifiable outcome

• $3 million in funding distributed to 34 Indigenous tourism operators in 2022
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered major, minor and core.

• Science NorthmajorStrategic or Co-development Partner · 1 January 2022Collaborated to bring the Indigenous Ingenuity Northern Tour to Ontario. The exhibit was originally hosted at Montreal Science Centre and ITO assisted in bringing it to Ontario for a pan-northern travelling exhibit with 22 planned stops.
• Maple Leaf Sports and Entertainment (MLSE)majorGTM or Marketing Partner · 1 January 2022Partnership for Maple Leaf Indigenous Celebration Games. ITO was showcased through MLSE marketing both in-game and broadcasted. MLSE donated three suites to Native Canadian Centre of Toronto and Hockey Equality.
• Burnbrae FarmsminorGTM or Marketing Partner · 1 January 2022Sponsor of the Burnbrae Farms Culinary Academy at the Royal Agricultural Winter Fair. ITO featured chefs showcased Indigenous cuisine through live cooking demonstrations.
• Tourism Industry Association of Ontario (TIAO)coreStrategic or Co-development PartnerPartner in the Three Fires Collaborative Quest along with Ontario Tourism Education Corporation (OTEC). Organizes E2E (Employer-to-Employee) matching events bridging Indigenous tourism employees with tourism businesses.
• Ontario Tourism Education Corporation (OTEC)coreStrategic or Co-development PartnerPartner in the Three Fires Collaborative Quest along with Tourism Industry Association of Ontario. Collaboration designed to fill critical gaps within the tourism industry and encourage recovery and growth.
• Canadian Ecotourism Services (CES)majorStrategic or Co-development PartnerPartnered with ITO to create the PATHS Tourism Builder, a business planning tool that takes a deep dive into businesses and isolates four major directions for effective operations.
• Tourism Innovation LabmajorStrategic or Co-development PartnerPartner in hosting the Skode program - a dragon's den-style tourism innovation contest. Provides mentorship and non-repayable financial contributions to advance Indigenous tourism ideas.
• ORIGINS VRcoreTechnology or IntegrationTechnology partner for VR products ensuring technical expertise and high-quality production of virtual reality experiences for Indigenous tourism operators.
• BiskaneminorGTM or Marketing PartnerE-commerce destination for authentic Indigenous-made products and experiences. Biskane connects directly with Indigenous artisans and businesses, featuring a curated collection of handcrafted goods, art, and cultural experiences.
• Indigenous Cultural Integrity Advisory CommitteecoreOthersITO-created panel with Knowledge Keepers from across Ontario First Nations guiding culturally respectful growth of Indigenous tourism. Members include Tyler French, Jaquie Jamieson, Dominic Beaudry, Perry McLeod-Shabogesic, Neda Debassige, Pierre Debassige, Josh Eshkawkogan, Sam Manitowabi, Michelle Savoie, Laurie McLeod-Shabogesic, Tim McGregor, David R. Maracle, Dorothy French, and Victor Linklater.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Destination Ontario: Ontario's provincial tourism marketing agency. ITO partners with Destination Ontario to amplify Indigenous tourism, but Destination Ontario serves all tourism segments and is a broader incumbent rather than an Indigenous-specific operator.
• Tourism Industry Association of Ontario (TIAO): Ontario's broader provincial tourism industry association. TIAO is an active ITO partner (Three Fires Collaborative Quest, E2E matching events) but operates as a non-Indigenous-specific incumbent serving the full Ontario tourism sector.

Direct peers

• Indigenous Tourism Association of Canada (ITAC): The national umbrella organization for Indigenous tourism in Canada, serving the same member base across multiple provinces. ITAC and ITO operate at different jurisdictional levels (national vs. Ontario) but serve overlapping Indigenous tourism operators and compete for similar government funding.
• Indigenous Tourism Alberta: Alberta's Indigenous tourism organization providing similar marketing, training, and capacity-building services to Indigenous tourism operators. Functions as a peer provincial body with overlapping member services and government funder relationships.
• Indigenous Tourism BC (ITBC): Provincial Indigenous tourism organization for British Columbia with an analogous mandate of supporting Indigenous-owned tourism businesses, workforce development, and cultural authenticity. ITBC serves as a direct functional counterpart to ITO in a different province.

Others

• Canadian Ecotourism Services (CES): ITO's partner in developing the PATHS Tourism Builder tool. CES provides business planning expertise for nature-based and Indigenous tourism operators, making it an adjacent ecosystem participant rather than a direct competitor.
• Tourism Innovation Lab: ITO's co-host of the Skode innovation contest. Tourism Innovation Lab provides mentorship and seed funding for tourism startups, including Indigenous-led ventures, serving as an enabling ecosystem partner rather than a direct competitor.
• Biskane: ITO's e-commerce partner for authentic Indigenous-made products and experiences. Biskane provides a national marketplace that complements ITO's Ontario-focused promotional efforts, with shared Indigenous supplier base.

Regional players

• Indigenous Tourism Australia: Australia's national Indigenous tourism body, operating in a different geography but with a directly analogous mandate of supporting Indigenous-owned tourism businesses, cultural authenticity, and operator capacity building internationally.
• Maori Tourism / New Zealand Māori Tourism: National Indigenous tourism organization for New Zealand Māori, serving as an international functional peer. Operates in a different geography with similar mandate of cultural authenticity, operator development, and Indigenous-led tourism marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/ito.members
• Xx.com/IndigenousTO

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Ontario