CEO announcement signals new chapter for Indigenous Tourism Alberta
Treaty 6, Fort Edmonton Metis District, Amiskwacîwâskahikan, Edmonton, Alberta (February 26, 2025) – With two-thirds of Canadians eager to explore Indigenous tourism, now is the time to invest in authentic Indigenous-led experiences and capitalize on the demand for domestic travel.
Now, with the appointment of Chelsey Quirk as Chief Executive Officer, Indigenous Tourism Alberta (ITA) is taking its leadership to the next level.
A Vision Rooted in Culture, Growth, and Reconciliation
A proud Métis woman, Quirk brings a deeply personal and professional commitment to the growth of Indigenous tourism. Raised in her family’s tourism business in Kenora, Ontario, and shaped by the teachings of her grandmother, a Métis Knowledge Keeper, Quirk is dedicated to fulfilling her grandmother’s dream of growing Indigenous tourism, sharing culture, and creating lasting friendships through cultural revitalization and authentic storytelling.
“Joining ITA at this pivotal time is incredibly exciting. I see immense potential for Indigenous tourism, not just economically, but for community support, cultural revitalization, and reconciliation. I’m eager to work with our partners to address the challenges and build on the strengths of Indigenous entrepreneurs across all our lands,” said Quirk.
Her experience spans multiple sectors, including nearly a decade at Edmonton International Airport, where she led the launch of YEG’s Indigenous Interpretive and Retail Centre, spotlighting the vibrant Indigenous history, culture, and retail offerings in and around the region. Her dedication to creating opportunities and advocating for Indigenous peoples has earned her recognition, including being named one of Edify Edmonton’s Top 40 Under 40.
A Benchmark for Building Indigenous-Led Tourism Economies
The Indigenous tourism sector in Alberta is gaining momentum like never before. Alberta has officially taken the lead in Indigenous tourism, surpassing British Columbia in GDP for the first time, according to Conference Board of Canada. Demand continues to grow from both domestic and international travellers, with 66 per cent of Canadians interested in including Indigenous tourism on their next trip.
What’s Next for ITA?
Despite Alberta’s progress, Indigenous tourism still faces barriers. Ensuring continued growth means fostering financial stability that empowers Indigenous entrepreneurs and communities to thrive on their own terms.
As Quirk steps into her new role, she understands ITA’s success is built on strong partnerships and remains focused on strengthening relationships with industry, government, and Indigenous entrepreneurs to ensure sustainable growth for the organization and the industry.
“I’m thrilled to welcome Chelsey to the team at a pivotal moment for Indigenous tourism in Alberta. Her experience and passion make her the perfect choice to lead ITA into its next chapter of growth and collaboration,” shares Brenda Holder, ITA Interim CEO and Board Chair.
With Quirk at the helm, ITA is set to build on Alberta’s momentum and continue leading the way in Indigenous tourism. As travellers increasingly seek meaningful, authentic experiences, Alberta stands ready to deliver—and inspire other regions to do the same.
About Indigenous Tourism Alberta
Indigenous Tourism Alberta (ITA) encourages and promotes authentic Indigenous tourism that showcases the unique and immersive experiences offered by its members throughout Alberta. This strategy is industry-driven, industry-lead and directed by Indigenous People. Through a unified industry voice, Indigenous Tourism Alberta focuses on creating and nurturing partnerships between associations, organizations, governments and industry leaders from across Alberta to support the stability and growth of Indigenous tourism. Further to this, ITA’s goal is to create a resilient Indigenous tourism industry that can weather future economic instability while also enhancing economic viability and further supporting Indigenous people throughout the province by sharing stories, culture and experiences with a global audience. To learn more, visit www.indigenoustourismalberta.ca. Full Media Kit here.
For more details or to set up an interview please reach out to:
Sydney Karaja, tartanbond Communications
236.638.8602