Manitoba Indigenous Tourism Association

What Manitoba Indigenous Tourism Association does

Manitoba Indigenous Tourism Association, operating as Indigenous Tourism Manitoba (ITM), is a Winnipeg-based non-profit organization founded in 2020 that serves as the sole unified provincial body representing Indigenous tourism in Manitoba. The organization unites Indigenous communities, Indigenous-owned tourism operators, and industry leaders to develop and promote authentic Indigenous tourism experiences across Manitoba's five regions (Central, East, North, South, West), spanning Treaty 1 and Treaty 2 territories. ITM is institutionally aligned with the Indigenous Tourism Association of Canada (ITAC) and Travel Manitoba, and delivers the Manitoba Indigenous Tourism Strategy through federally and provincially funded programs.

ITM's core products center on a directory-and-accreditation platform: a website (IndigenousTourismManitoba.ca) with an interactive Experience Map and operator directory organized by region and category (accommodation, culinary, tours, workshops, attractions, events, retail, outdoors); the three-tier The Original Original (TOO) Accreditation Program (Business Ready, Visitor Ready, Export Ready) delivered in coordination with ITAC; and the Indigenous Guide Training Program — a three-step certification (introductory session, 7-day in-person training course, 40-hour practicum) launched with its first cohort in October 2025. The underlying technology stack is a standard website platform and digital marketing infrastructure with no proprietary AI, ML, or platform-engineering differentiation. Distribution extends to national reach via DestinationIndigenous.ca and the ITAC member directory.

The business model combines two revenue streams: membership fees (Industry Partner at $199 CAD annually, with Indigenous-owned business tiers priced individually after application) and federal/provincial government funding for capacity development, training, and marketing initiatives. Go-to-market is sales-led via direct outreach to Indigenous entrepreneurs and community-owned tourism enterprises, supplemented by event-driven engagement (FAM tours, Rendez-vous Canada) and channel partnerships with ITAC and Travel Manitoba. The customer base consists primarily of SMBs and micro-businesses (Indigenous-owned tourism operators), with a secondary segment of Industry Partners and a downstream consumer segment of domestic and international tourists seeking authentic Indigenous experiences.

Name

Manitoba Indigenous Tourism Association

Legal name

Indigenous Tourism Manitoba

Website

https://indigenoustourismmanitoba.ca

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Manitoba Indigenous Tourism Association, operating as Indigenous Tourism Manitoba, is a Winnipeg-based non-profit provincial body that supports Indigenous-owned tourism operators across Manitoba through membership services, the TOO Accreditation Program, and the Indigenous Guide Training Program.

Ownership category

akta.pro rank

Product category

Indigenous Tourism Association Services

NAICS

Tour Operators (56152), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

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)

Keywords

• Indigenous tourism
• Tourism membership
• Tourism accreditation
• Cultural tourism
• Guide training

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership Fees: ITM generates revenue through membership fees. Industry Partner membership is $199.00 CAD annually. Other membership types (Non-Accredited, TOO Business Ready, TOO Visitor Ready, TOO Export Ready) are available for Indigenous-owned businesses at 51%+ ownership.
2. Government Funding: ITM receives federal and provincial government funding to sustain and enhance support for members, including training programs, capacity development, and marketing initiatives.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Indigenous Tourism Manitoba is a non-profit provincial association that supports Indigenous-owned tourism operators and businesses in Manitoba through membership programs, accreditation, training, and industry marketing. It operates a directory platform connecting travelers with Indigenous tourism experiences across Manitoba's regions and guides members through ITAC's TOO (The Original Original) accreditation process. The association also hosts industry events, advocacy, and partnership programs aligned with Travel Manitoba and the Indigenous Tourism Association of Canada (ITAC).

Product overview

Indigenous Tourism Manitoba operates as a unified marketing and business development platform for Indigenous tourism in Manitoba. The core offering consists of the Indigenous Tourism Manitoba Platform (a directory connecting tourists with Indigenous operators), complemented by the Indigenous Guide Training Program (a three-step certification program), and The Original Original (TOO) Accreditation Program (tiered certification for businesses). The platform also provides membership services through an operator directory and experience map, enabling Indigenous entrepreneurs to access marketing, training, and business development resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Indigenous Tourism Manitoba Membership Program

Quantifiable outcome

• Membership growth and increased market-ready Indigenous tourism products in Manitoba

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Travel ManitobacoreStrategic or Co-development PartnerITM collaborates with Travel Manitoba for implementation of the Manitoba Indigenous Tourism Strategy. Travel Manitoba supports Indigenous tourism development and marketing across the province, helping to increase demand for Manitoba's Indigenous tourism experiences.
• Indigenous Tourism Association of Canada (ITAC)coreStrategic or Co-development PartnerITM is aligned and positioned with ITAC to support Indigenous communities and entrepreneurs in all stages of business development. ITAC provides The Original Original (TOO) accreditation program that ITM guides members through. ITM provides voting representation at ITAC annual general meetings.
• Parks CanadacoreStrategic or Co-development PartnerParks Canada partners with the National Indigenous Residential School Museum on the unveiling of a National Historic Plaque. They also collaborate on historical site preservation and educational programming.
• University of ManitobaminorStrategic or Co-development PartnerThe National Indigenous Residential School Museum has partnered with the University of Manitoba as part of their support network and organizational partnerships.
• Arrowhead Development CorporationcoreStrategic or Co-development PartnerArrowhead Development Corporation, along with Long Plain Chief and Council, have been instrumental and major contributors for the operations of the National Indigenous Residential School Museum.
• Assembly of First NationsminorStrategic or Co-development PartnerKey support organization for the National Indigenous Residential School Museum, providing advocacy and partnership support.
• Assembly of Manitoba ChiefsminorStrategic or Co-development PartnerKey support organization for the National Indigenous Residential School Museum providing organizational partnership.
• Southern Chiefs OrganizationminorStrategic or Co-development PartnerKey support organization for the National Indigenous Residential School Museum providing organizational partnership.
• Treaty Relations Commission of ManitobacoreStrategic or Co-development PartnerThe Treaty Relations Commission of Manitoba hopes the Agowiidiwinan Centre will help Canadians increase their understanding and appreciation of Treaties and shared responsibilities as Treaty partners.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Tourism Winnipeg: City-level DMO for Winnipeg, overlapping with ITM on promoting Winnipeg-based Indigenous experiences (e.g., Agowiidiwinan Centre, Manito Ahbee Festival); serves a sub-provincial geography relative to ITM's provincial mandate.

Broad incumbents

• Travel Manitoba: Provincial crown corporation marketing Manitoba as a destination; ITM collaborates with Travel Manitoba on the Manitoba Indigenous Tourism Strategy. They share members and audiences but Travel Manitoba is the broader provincial DMO rather than Indigenous-specific.
• Tourism Saskatchewan: Provincial DMO for neighbouring Saskatchewan that includes Indigenous tourism programming within a broader tourism mandate, comparable in role structure as a provincial destination body but at a wider scope than ITM.
• Destination Canada: National Canadian tourism marketing organization that funds and amplifies Indigenous tourism experiences; ITM indirectly benefits from Destination Canada's international demand-generation for authentic Canadian experiences including Indigenous offerings.

Direct peers

• Indigenous Tourism Ontario: Provincial Indigenous tourism association for Ontario, offering member directories, training, and accreditation pipeline for Indigenous-owned tourism businesses in a manner directly comparable to ITM's Manitoba operations.
• Indigenous Tourism Alberta: Provincial Indigenous tourism association for Alberta that supports Indigenous-owned operators with marketing, training, and ITAC-aligned accreditation — directly comparable mission and structure to ITM.
• Indigenous Tourism BC: Provincial Indigenous tourism association serving British Columbia, structurally analogous to ITM as a regional convener delivering member services, marketing, training, and TOO accreditation support in its jurisdiction.
• Indigenous Tourism Association of Canada (ITAC): National apex body for Indigenous tourism in Canada that delivers the TOO accreditation program ITM guides members through. ITM is aligned with and provides voting representation at ITAC; they share the same Indigenous tourism enablement mission at different geographic levels.

Emerging players

• Canadian Indigenous Tourism Network (CITN): Canadian Indigenous tourism advisory and capacity-building organization supporting Indigenous tourism operators with training and resources; partial overlap with ITM's training and capacity-development mandate.

Others

• National Indigenous Tourism Association of Canada (cITAC/network of provincial ITAs): Network of provincial Indigenous tourism associations across Canada; ITM sits alongside sister organizations in BC, Alberta, Ontario, Saskatchewan, and the Atlantic as peer provincial nodes under the ITAC umbrella.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/IndigenousMB
• Facebookfacebook.com/IndigenousTourismMB
• LinkedInlinkedin.com/company/manitoba-indigenous-tourism-association
• Instagraminstagram.com/tourism_itm

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Manitoba Indigenous Tourism Association