How authentic Indigenous visitor experiences are setting Alberta apart

With 48 First Nations, eight Métis Settlements and 22 Métis Districts, Alberta is home to a rich tapestry of cultures, languages and ways of knowing that vary from place to place. Yet visitors to the province may not realize the breadth of unique Indigenous tourism offerings scattered across Alberta’s many regions.

Indigenous tourism provides an approachable and fun way to learn about Indigenous cultures and their connection to the land. Many available offerings provide a firsthand look at Indigenous art, languages, storytelling, and opportunities to try traditional activities like archery, horseback riding, crafting, and cooking. 

Authentic Indigenous-owned-and-operated visitor experiences are vital to the tourism industry. One in two Albertans are interested in Indigenous Tourism, and one in three international visitors want Indigenous experiences when they travel. Investing in these quality visitor experiences and promoting them to the world will help differentiate Alberta’s peoples and cultures while recapturing critical international markets. Indigenous tourism is one of Canada’s and Alberta’s fastest-growing tourism niche sectors, contributing roughly $115 million in direct economic impact in Alberta in 2022.

Indigenous tourism is also an essential tool in reconciliation; a thriving visitor economy creates sustainable, year-round income for families and communities. However, Indigenous tourism provides more than just economic benefits. A prosperous visitor economy in Indigenous communities can also support:

• Enhanced community health and wellbeing
• Cultural revitalization
• Tradition and language preservation
• Sustainable development and revitalization of the ecosystem

Indigenous Tourism Alberta currently has over 200 registered members and is working to grow that number by supporting new businesses and entrepreneurs through development, advocacy, marketing, and partnerships with organizations like Travel Alberta. They define an Indigenous tourism business or organization as being at least 51% owned and operated by Indigenous people. Keep reading to explore three Indigenous-owned and operated tourism businesses in present-day Alberta.

Painted Warriors Ranch

Set in the foothills of the Rocky Mountains on Treaty 7 territory, Painted Warriors Ranch invites guests to reconnect with the outdoors through an Indigenous lens. They preserve and teach land-based skills, including animal identification/tracking, snowshoeing, horse riding and archery, while fostering a respect for the land, animals, and one another. Their glamping packages offer nights under the stars in canvas tents, connecting first-hand with stories and practices rooted in Cree, Mohawk, and Salteaux cultures.

“When a group visits, it’s not us (the instructors) and them (the guests). We build a community – anytime people come for an experience, they are 100% immersed in it. They are completely immersed in our world," says owner/operator Tracey Klettl.

 To help enhance and grow the visitor experience, Painted Warriors received funding through the Tourism Investment Program to develop a new guest-check-in building on their property. The newly completed development will offer the following benefits:

• Increased capacity for tour groups and visitors
• More accessibility for guests with impaired mobility
• A place to display and sell Indigenous art and craftwork
• An enhanced experience and first impression for visitors to the site, fostering a sense of welcoming community as soon as they step through the doors

Bernadette's

Bernadette's is the latest restaurant by Chef Scott Jonathan Iserhoff (Attawapiskat FN) and Svitlana Kravchuk (Boyarka, Kyiv Region, UA). Before opening Bernadettes, Chef Scott operated Pei Pei Chei Ow (pronounced “pe-pe-s-chew”), an Indigenous food and education company based in Treaty 6 territory inside WhiskeyJack Art House, an Indigenous-owned-and-operated gallery and boutique that supports Indigenous arts, artisans, and cultural experiences.

Bernadette's, which was recently listed as one of Air Canada's best new restaurants in Canada, is an Indigenous restaurant nestled in Edmonton's downtown core, serving seasonal, traditional, and political dishes that evoke memories and comfort.

For visitors, Iserhoff’s restaurant, pop up and dinner events provide a unique way to learn about Indigenous culture and politics through food. The menus include seasonal, regional ingredients that reflect sustainable hunter/gatherer traditions.

Warrior Women

Operating out of Jasper National Park in Treaty 6 and 8 territory, Warrior Women is an Indigenous and women-owned business rooted in tradition and knowledge sharing. Warrior Women, founded by mother daughter drumming duo Matricia and Mackenzie, offers authentic Indigenous experiences from traditional drumming and singing performances to beading classes and fireside chats to medicine walks. Every experience is steeped in tradition and seeks to engage and educate guests on the vibrant tapestry of Indigenous cultures, traditions and crafts.

In September 2024, Warrior Women and Matricia Bauer were shortlisted for the prestigious Luxury Travel Gold List Awards for their immersive Indigenous experience, Fireside Chats.

After the devastating fires that swept through Jasper in summer 2024, Matricia and Mackenzie are eager and excited to reopen and re-welcome visitors from all over the world to join them in learning about First Nations culture.

Growth through collaboration

While the industry has come far, growing Alberta’s visitor economy requires an all-hands-on-deck approach. And the best way to foster collective engagement? Relationship building. Partnerships between Indigenous and non-Indigenous businesses and organizations will help attract those high-value travellers required to grow Alberta’s visitor economy.

"As Indigenous people, we believe in collaboration over competition. We have a word in Cree, tawâw, meaning welcome. But, more than that, it means that there is room for everyone—space for everybody," says Brown. "When we’re helping one another, we all win."