The ITA Awards honour the outstanding achievements of ITA Members and Industry Partners, recognizing their dedication to advancing Indigenous tourism in Alberta. These awards celebrate excellence in leadership, innovation, and collaboration, while showcasing the rich diversity and cultural vibrancy of Indigenous tourism. Each category highlights those who have made remarkable strides in promoting Indigenous tourism and fostering cultural understanding, contributing to the growth of a vibrant and thriving industry.

Award categories include: 

• Member to Watch Award
• Leadership Award
• Indigenous Tourism Excellence Award
• Best New Experience Award
• Partnership Award

Award Nominations & Eligibility

• Eligibility is limited to ITA Members, except for the Partnership Award, which is jointly awarded to an ITA Member and an allied business or organization.
• Nominees may be either nominated by others or self-nominate.

Nominations open: September 30, 2024

Nominations close: November  15, 2024

Nominees announced: December 9, 2024

Award Presentation: January 23, 2025 (ITA Regional Gathering – Calgary)

Award Categories

Member to Watch Award

This award recognizes an Indigenous tourism business or entrepreneur who has made remarkable progress over the past year in developing their tourism experience or enhancing their business operations. As a Member to Watch, the recipient has moved up in their market-status to Market- or Export-Ready, positioning themselves as an innovator in Indigenous tourism.

Leadership Award

The Leadership Award honours an individual representing an Indigenous business or organization who embodies cultural pride and leadership. This person inspires others by exemplifying how to represent their culture to visitors, while also offering mentorship and guidance to those striving to share their own cultural stories with guests. They are a true leader within their community, helping others on their journey towards success in Indigenous tourism.

Artistic Impact Award

This award celebrates an Indigenous artist who has made significant strides in gaining recognition and exposure for their work. Acknowledged by peers and arts professionals as an emerging talent, this artist’s contributions enrich Alberta’s cultural landscape by creating vibrant spaces that attract tourists. Their work, currently or previously on public display, has garnered recognition from both Indigenous and non-Indigenous businesses. Beyond their own success, this artist actively champions the arts community and creatively integrates art with tourism, enhancing the cultural experience for visitors.

Indigenous Tourism Excellence Award

Celebrating excellence in Indigenous tourism, this award recognizes outstanding achievements in serving international visitors while honouring and preserving Indigenous cultures. It highlights those who set the industry standard with exceptional, culturally immersive experiences that reflect the richness and heritage of Indigenous communities.

Best New Experience Award

This award recognizes an Indigenous tourism business that has successfully developed and launched a new, unique experience within the past two years. The experience showcases innovation, creativity, and a deep connection to Indigenous culture, offering visitors a truly memorable and authentic encounter. This new experience has made a positive impact on the growth of Indigenous tourism in the region.

Partnership Award

The Partnership Award is presented jointly to an ITA Member and an ally business that have formed a successful partnership. Through mutual cooperation, shared leadership, and the pooling of resources, this collaboration has demonstrated a significant impact on Indigenous tourism. The partnership has led to meaningful growth, creating new opportunities and influencing the broader Indigenous tourism industry.