It is with a profound sense of gratitude and reflection that we announce the resignation of Shae Bird, CEO of Indigenous Tourism Alberta, effective December 31, 2024.

For the past five years, Shae has exemplified visionary leadership and unwavering commitment to our mission, and it has been a privilege to witness the transformative growth of our organization under his guidance. His contributions have not only strengthened Indigenous tourism but have also shaped the future of our sector in ways that will resonate for years to come.

“From the beginning, my priority has always been capacity building for Indigenous tourism in Alberta,” says Bird. “The vision was clear: to step in, build a sustainable, industry-leading organization, and then hand over the reins. We’ve achieved everything we set out to do, and now is the right moment to make room for new leadership. To me, this is the true spirit of allyship within an Indigenous-led organization. I am deeply grateful to the board and our members for the trust and opportunity to guide ITA to this exciting milestone.”

Under Shae’s remarkable leadership, we have celebrated numerous milestones, including:

• Securing over $5 million annually in sustained funding through strategic partnerships. 

• Mitigating Covid impacts on the Indigenous tourism industry that led the nation.

• Provincial advocacy resulting in Alberta recognizing Indigenous tourism as a key priority within the provincial tourism strategy for the first time in Alberta’s history. 

• Advocacy resulting in both the largest provincial and regional DMO investment in Indigenous tourism in Canada, in addition to the longest multi-year agreement signed federally through Prairies Economic Development Canada.

• Achieving national recognition from ITAC as the leading provincial Indigenous tourism association. 

• Leading the growth and empowerment of Indigenous-owned tourism businesses across Canada by doubling the number of market-ready Indigenous tourism businesses in Alberta. 

• Expanding ITA from just one employee to a thriving organization of more than 10 dedicated individuals. 

• Bringing stability and clarity to our board and internal team structures. 

• Elevating ITA to both national and international prominence as a pioneering force in Indigenous tourism.

On behalf of the Board of Directors, the ITA team, and our esteemed partners, we extend our deepest thanks to Shae. His leadership has elevated us all, and we are immensely grateful for the impact he has had on our organization and the broader Indigenous tourism community.

We wish Shae every success in his future endeavors, knowing that his legacy will continue to inspire and uplift.

With heartfelt appreciation,

Sincerely,

Brenda Holder,

Board Chair, Indigenous Tourism Alberta