Indigenous Businesses and Tourism Groups Note Rising Interest Amid U.S. Tariffs
As travellers increasingly look within Canada amid the ongoing U.S. tariff dispute, Indigenous-owned tourism businesses are seeing a surge in interest — and an opportunity for cultural connection and growth.
At Thunderbird Farm in Woodville, Ontario, visitors can take part in hands-on experiences like craft workshops, archery, nature walks, and animal care.
“People are looking for Indigenous experiences — they’re interested and open to learning new things,” said Brooks Johnson, the farm’s owner.
Johnson said the farm plans to expand with teepees, sweat lodges, and lessons in traditional agriculture practices, while also growing Indigenous ceremonial flowers for weddings and community events.
Authentic experiences driving demand
Organizations like Indigenous Tourism Ontario (ITO) say ensuring cultural authenticity is key as more travellers seek Indigenous-led experiences.
“People want face-to-face storytelling — not through a third party,” said Lisa-Marie Lavallee, operations lead at ITO. “They want to talk with an elder directly and hear those stories first-hand.”
The Indigenous Tourism Association of Canada has also announced new private investments aimed at positioning Canada as a global leader in Indigenous tourism over the next five years.
Cultural connection and local travel boom
Ontario Regional Chief Abram Benedict said the growth in Indigenous tourism reflects a broader trend of Canadians choosing to explore locally and learn about First Nations culture.
“More Canadians are focusing on travelling in Canada, visiting First Nation communities, and learning about our arts, music, and ways of living off the land,” Benedict said.
He added that Indigenous communities have worked for years to create businesses that reflect their heritage while inviting non-Indigenous visitors to learn and connect.
‘It’s Canadian culture too’
For Johnson, Indigenous tourism is more than a business opportunity — it’s an invitation to rediscover the roots of Canadian identity.
“It’s my culture, but it’s also Canadian culture,” he said. “You should learn about that before going elsewhere — you’ve got to know where you’re from.”
With more Canadians staying home and global visitors seeking authentic cultural immersion, Indigenous-led tourism experiences may soon become one of the country’s strongest and most meaningful growth sectors.
