Signature Travel Network has partnered with Destination Canada (DC) and the Indigenous Tourism Association of Canada (ITAC) to bring its 2024 annual Owners’ Meeting to traditional Mohawk lands (in Montreal) and will incorporate Indigenous tourism educational content and product trainings during the event.
This year’s meeting, which took place earlier this month in Wailea, Maui, featured a ceremonial handoff from native Hawaiian Kalei 'Uweko'olanito (cultural programming manager of Grand Wailea, a Waldorf Astoria Resort) to Mohawk Elder, Ka'nahsohon Kevin Deer of Canada, during its closing ceremony.
Our Analysis: A Lack of Education on Indigenous Tourism Exists, But These Partnerships Help Raise Awareness
Interest in responsible, regenerative travel is increasing, but Signature has taken an extra step to ensure that an authentic lens is placed on its events and member education. This Indigenous-led approach has the potential to encourage a thoughtful understanding of the lands on which we travel, and bring awareness to the types of Indigenous tourism experiences that exist for travelers. Other leaders in the consortia space would do well to follow suit.
Fast Facts: Signature’s Indigenous Initiatives
- Chris Alestra, vice president of destination and air partnerships for Signature Travel Network, spearheaded the network’s focus on Indigenous tourism training and product promotions.
- Signature was the first travel advisor consortium to welcome ITAC as a preferred partner.
- Currently, the network is working with Tourism Australia, Tourism New Zealand and the Hawaii Visitors & Convention Bureau to establish similar partnerships.
- Signature wove Indigenous and native messaging into its 2023 Owners Meeting in Maui, and ended with a ceremonial passing of the torch from Hawaii to Canada.
- Next year’s Owners’ Meeting in Canada will be the first event of its kind to take place outside the United States.
- According to the partners, ways in which travelers can recognize and understand the Indigenous land they visit is through researching local Indigenous history and culture before traveling; taking the time to engage in guided cultural experiences that are led by Indigenous people; respecting and following any protocols or guidelines set by the Indigenous community; listening to and learning from Indigenous storytelling and traditions; and reflecting on these experiences and sharing respectfully to highlight Indigenous culture.
I know that tourism bridges cross-cultural understanding. The Indigenous sector has been a community that deserves more exposure and attention.
What They Are Saying: Travel and Tourism Creates Cultural Understanding
“Having worked in the industry for more than 28 years collaborating with tourism boards around the globe to help drive tourism to their destinations, I know that tourism bridges cross-cultural understanding," Signature's Alestra said. "The Indigenous sector has been a community that deserves more exposure and attention. Who better than Signature, whose very mission statement is focused on service, and with its 15,000 advisors, can help bring these vetted products to the forefront as a key component in a leisure vacation itinerary?"
"For years, we have helped the tourism boards for Hawaii, Australia and New Zealand communicate their brand messages focused on native and Indigenous peoples and the spirit they represent," she continued. "It wasn’t until last year that we engaged directly with an Indigenous association to be a platform to achieve their specific goals.”
“What we love about Signature is that they are so open and are doing good with the work that they do,” said Shawna Calderwood, global travel trade manager for Destination Canada. “It sets them apart; it’s a beautiful thing.”
“The Indigenous Tourism Association of Canada is a nonprofit organization, and it’s there to build awareness, support Indigenous businesses in Canada and put them in spaces they may not normally be able to get into,” said Tamara Littlelight, director of marketing for ITAC. “It needs to be Indigenous-led for it to be impactful, respectful and of the highest quality. Interest is high, but awareness is low. We offer training to our travel advisors, and there’s an abundance of resources for people."
