Intrepid Travel Answers Strong Canadian Interest with More Indigenous-Led Experiences

New research from Intrepid Travel shows a major gap between Canadian interest in Indigenous-led tourism and those who have actually participated. 

The company is responding with an expansion of Indigenous-led experiences across its Canadian trips and a new partnership with Indigenous-led Talaysay Tours.

The Angus Reid research found that 57% of Canadians are interested in Indigenous-led tourism, but only 18% have participated in Canada. Fully three-quarters (76%) of respondents says they are unfamiliar with the Indigenous-led tourism experiences available in Canada, including 44% who did not even know they existed.

Nearly two-thirds (63%), say they don’t have enough information about Indigenous tourism to know where to begin, while 54% are not confident finding and choosing an experience.

While exposing major gaps in knowledge and confidence, the research did reveal strong interest among Canadians. More than half (57%) say they are interested in participating in an Indigenous-led tourism experience the next time they travel within Canada, and 43% would be more likely to choose a Canadian trip that includes an Indigenous-led tourism experience.

“Canadians are telling us they are interested in Indigenous-led tourism, but many simply do not know where to begin,” said Christian Wolters, President of Intrepid Travel Canada.

“For the travel industry, that means working directly with Indigenous-owned and led tourism businesses and making their experiences a more visible part of the trips travellers are already considering.”

Alongside the release of the research, Intrepid announced the new partnership with Talaysay Tours, an Indigenous-owned tourism company offering land-based, Indigenous-led experiences across British Columbia.

Beginning in 2027, travellers on Intrepid’s Grand Canadian Rockies itinerary will take part in We Are the Land, a 120-minute guided trail experience at Lost Lake in Whistler, created and led by Talaysay Tours for Intrepid Travel. The experience brings together Indigenous storytelling, cultural ecology, land stewardship and salmon knowledge, and concludes with a tea ceremony.

“Our commitment to Indigenous-led tourism is long-term, and this partnership with Talaysay Tours is an important step in putting that commitment into practice,” Wolters continued.

“It reflects how we want to grow this work in Canada: through thoughtful relationships, Indigenous-led experiences and an approach shaped by the partners sharing them.”

Intrepid is also adding a Huron-Wendat experience in Wendake to its Eastern Canada by Rail trip in 2027, including a guided visit to the museum and Huron-Wendat longhouse at the Huron Traditional Site.

Together, the Talaysay Tours and Wendake additions are expected to bring Indigenous-led experiences to 75% of Intrepid’s Canadian trips in 2027, an important milestone toward the company’s longer-term goal of integrating Indigenous-led experiences across all of its Canadian itineraries. 

The work builds on Intrepid’s $500,000 commitment over five years to support the growth and promotion of Indigenous tourism in Canada.