Indigenous Tourism Alberta (ITA) encourages and promotes authentic Indigenous tourism that showcases the unique and immersive experiences offered by its members throughout our four regions; North, Central and Southern Alberta as well as the Rockies. ITA’s goal is to enhance economic viability, further engage and support our Indigenous peoples, and nurture these partnerships throughout the province by sharing our stories, culture, and experiences with a global audience.

Any Indigenous person, Indigenous organization and Industry partner that has an interest in advancing Indigenous tourism in Alberta may apply to become an ITA Member.

Indigenous Tourism Alberta is proudly supported in partnership with the following organizations: Indigenous Tourism Association of Canada, Western Economic Diversification, Indigenous Services Canada, Government of Alberta, and Travel Alberta.

With its head office in Edmonton, Indigenous Tourism Alberta (ITA) strives for streamlined leadership in Indigenous tourism, creating a coordinated voice and a shared vision of goals under the leadership of a passionate and dedicated board of directors and staff.

Our staff

Shae Bird

Chief Executive Officer
Shae Bird (he/him) is the Chief Executive Officer of Indigenous Tourism Alberta, responsible for the development and growth of Alberta’s Indigenous tourism industry.
As the CEO, Shae has been responsible for steering ITA through one of the most difficult times in tourism history. Through his leadership, ITA has created the Indigenous Tourism Alberta Strategy 2020-2024 to drive its business, while growing ITA’s members to more than 180. Additionally, Shae has secured necessary funding grants to stabilize Indigenous businesses during COVID-19, including the Stimulus Relief Fund which provided relief to more than 80 businesses alongside Provincial and National partners.
With education through the Masters in Tourism Management program from Royal Roads University and corporate experience that covers strategic planning, organizational renewal, operations management, government relations and capital project oversight, Shae is now proud to call Treaty 6 & Metis Region 4, Edmonton, Alberta, home. Shae has quickly become recognized and respected as a leader in Indigenous tourism across Alberta and Canada with interview requests, speaking roles and involvement in multiple economic recovery task forces across Alberta.

Jaspar Ndlovu

Director of finance
Jaspar Ndlovu (He/Him) is the Director of Finance of Indigenous Tourism Alberta. He is responsible for the financial records and financial reporting at ITA.
Jaspar has over two decades of accounting professional experience. He acquired a Bachelor of Management degree in Accounting from The University of Lethbridge. And later obtained the Chartered Professional Accounting (CPA) designation while articling with an accounting firm based in Edmonton, Alberta. Jaspar is pursuing an MBA in Global Leadership with The University of Fredericton.
As an experienced CPA, Jaspar has experience in leadership roles in the accounting industry; Skilled in Auditing, Full-cycle Accounting, Process Scheduler, Budgeting, Business Planning, Project Management, Managing Teams, and Customers Service. He has experience in the following industries: oil and gas, construction, public accounting, and the not-for-profit sector. This was when he realized he was passionate about the not-for-Profit section, as he aspires to give back to the community.

Tom Babin

Director of marketing
Tom Babin (He/Him) lives with his family in Mohkinstsis, Calgary, where he was born and raised, and is responsible for all of ITA’s marketing activities, including its storytelling and content, campaigns, sponsorships and communications. He previously worked as Manager of the Travel Alberta Content Studio, creating award-winning content for use in the organization’s consumer marketing activity.
He spent several years in journalism, working as an editor at Postmedia and Swerve magazine, and writing for publications such as the Guardian, the Los Angeles Times and the National Post. He is the author of the book Frostbike: The Joy, Pain and Numbness of Winter Cycling.
In his free time, you’ll probably find Tom riding a bike, sometimes creating videos for his YouTube channel Shifter.

Lysandra Nothing

Marketing Specialist
Lysandra Nothing (she/her) is Anishinaabe woman, born and raised in Sioux Lookout Ontario; however, her roots are established in Bearskin Lake First Nation, Ont., Lysandra graduated from the Print and Online Journalism program at SAIT in 2021 and holds a journalism background with a focus on Indigenous news. Lysandra is a strong Indigenous advocate for Indigenous cultural awareness and rights with experience and participation in #IdleNoMore and Orange Shirt Day. At Indigenous Tourism Alberta, Lysandra is responsible for content creation, organic social media and media relations. Among her role at Indigenous Tourism Alberta, Lysandra also maintains a Youth Leader and Media Coordinator role at Howl, a non-profit grassroots organization that aims to change the future of education.  When Lysandra is not working, she can be found enjoying a cup of coffee browsing the shelves at a bookstore.

Carrie Armstrong

Director of Industry Development
Carrie Armstrong, a passionate educator and entrepreneur from Edmonton, Alberta, Canada. She’s the founder of Mother Earth Essentials, a line of personal care products that celebrate Indigenous culture and traditional recipes. With a background in the cosmetic and spa industry, Carrie brings her love for nature and her Indigenous roots to her products. She also taught at Amiskwaciy Academy, where she shared her knowledge and inspired her students. Carrie’s dedication to education, Indigenous culture, and the environment is a key factor in her decision to become the Director of Industry Development with ITA. She is excited to help grow and promote sustainable and culturally rich and authentic indigenous tourism experiences in Alberta.

Crystal Eyo

Manager of Development
Crystal Eyo (she/her) comes to ITA with 10+ years’ of experience working in digital communications, public relations, and project management. Currently residing in Amiskwaciwâskahikan / ᐊᒥᐢᑲᐧᒋᐋᐧᐢᑲᐦᐃᑲᐣ (Edmonton), Crystal is as passionate about music and art as she is about business and entrepreneurship.
With a solution-focused mindset, she enjoys working with people who are enthusiastic about what they do or who are building something new (even if it’s hard!) and always finds ways to polish-out the silver lining no matter what challenges she may face.

Renee Fehr

Development coordinator
Renee Fehr (she/her) is of Metis lineage and currently resides in Treaty 8 territory of the Rocky Mountains. Her background consists of more than 10 years in the banking industry and another 10 as an Indigenous Liaison for Grande Yellowhead Public School system.
Before ITA, Renee worked with Community Futures West Yellowhead supporting and coaching small businesses and entrepreneurs. She holds a degree in General Studies from the University of Athabasca along with a Human Resources Management Certification from the University of Alberta.
When not at work Renee spends most of her time reading, taking courses, hiking, and foraging for edible and medicinal plants.

Shaylon Bourque

Development coordinator
Shaylon Bourque (B.Th.) is a ᓀᐦᐃᔭᐤ ᐃᐢᑫᐧᐤ nêhiyaw-iskwêw (Cree woman) is a member of Heart Lake First Nation. She was raised in Buffalo Lake Metis Settlement and currently calls Treaty 6 her home, residing in Amiskwaciwâskahikan / ᐊᒥᐢᑲᐧᒋᐋᐧᐢᑲᐦᐃᑲᐣ (Edmonton). Shaylon has over seven years experience working with non-profit organizations and strives to help others succeed by helping them to recognize the wonders within themselves that can lead them towards success. As part of the Membership & Development Team, Shaylon supports the development and implementation of ITA’s funding, development, and training programs, and works directly with Indigenous tourism businesses and communities to help build or strengthen their tourism products and experiences. Shaylon is also a vision keeper and the owner and operator of Shaycreeative Photography company. Her passion for capturing the world around her has ignited the desire to share, educate and inspire the essence and beauty of her people.

Jessica Banford

Executive assistant
Jessica Banford (she/her) currently resides in Edmonton, Alberta Treaty 6 & Metis Region 4. Prior to joining Indigenous Tourism Alberta she worked in the banking and financial advisory industry.
Jessica’s role at ITA is to provide high level executive support. With a background in executive office management she aids with day-to-day administration and operations.

Board of Directors

Indigenous Tourism Alberta would not be here today without the leadership of our Board of Directors. Our board consists of key Indigenous tourism ambassadors throughout Alberta and continue to lead the direction of our organization today.

Brenda Holder
Mahikan Trails

Keith Diakiw
Talking Rock Tours

Joe Urie
Jasper Tour Company

Dion Red Gun
River Ranche

Jeanette ManyGuns
Many Guns Ranch & Adventures

John Ritchie
780 623 8885
Hideaway Adventure Grounds