ESTC 2011 Sonya Graci, Ryerson University, Aboriginal Tourism in Canada
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This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19 th -21 st . Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry. Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism ESTC on Facebook: http://www.facebook.com/ESTC.Tourism The International Ecotourism Society | web www.ecotourism.org email [email protected] | tel +1 202 506 5033
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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Sonya Graci, Ted Rogers School of Management, Ryerson University - "Assessing the Potential for Aboriginal Ecotourism in Canada" - presented in September 2011. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Transcript of ESTC 2011 Sonya Graci, Ryerson University, Aboriginal Tourism in Canada
This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the
ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
The International Ecotourism Society | web www.ecotourism.org email [email protected] | tel +1 202 506 5033
Assessing the Potential for Aboriginal Ecotourism
Development in Canada
Dr. Sonya GraciTed Rogers School of Hospitality and Tourism Management, Ryerson UniversityESTC 2011Hilton Head
Aboriginal Tourism in Canada
Aboriginal tourism represents 0.5 percent of Canadian tourism
Generates $ 270 M and employs 14,000 people
Is There Potential?
3.8 percent of the Canadian population is Aboriginal (Statistics Canada, 2006).
If Aboriginal people were to share in tourism in proportion to their population, it would be a $1.6 billion industry, providing 30,000–40,000 jobs.
Is There Potential?
The Canadian outdoor/culture market segment is represented by 74% Canadians, 20% Americans and 6% from other countries
Aboriginal People in CanadaSuffer from a lack of education, employment, low income and high instances of poverty.
Study with Key Experts Two market studies Best practice case studies in Ontario,
Peru and Australia Study with Ontario Chiefs Strategy for Northern Saskatchewan Strategy for NunavutStrategy for Walpole Island, Ontario
Purpose of Studies
To determine the potential for Aboriginal ecotourism including market and feasibility
To determine the challenges and benefits to development of this form of tourism.
Purpose of Studies
To identify key principles that ensure success in Aboriginal ecotourism
To identify best practices and lessons learned
Aboriginal Ecotourism
Based upon the integral elements of environmental sustainability, education and the promotion and sharing of Aboriginal culture by host communities (Graci, 2010).
Aboriginal Ecotourism ProductTraditional villagesWildlife viewingCanoeingTraditional healing/experience
retreat Dog sledding Other cultural and adventure
tourism products
Potential for Aboriginal Ecotourism in Canada?
Benefits of Aboriginal Ecotourism
Preservation of local culture, history and traditions
Increased employment and capacity building
Environmental preservationOpportunity to educate others about Aboriginal culture
Challenges
Lack of credit and access to start up funds
Poor product development and marketing
Lack of skills and business experience
ChallengesHigh operating costs for tourism
businesses in remote locations Support needed from broader
community and government Seasonality and low wages Apprehension of community to
share Aboriginal culture and traditions
Key Attributes for SuccessOwnershipCommunity Integration Building pride for cultural
heritage and environmental preservation
Community capacity development
Partnership Development
How To Harness Potential….
Community Consultation and Stakeholder Assessment Does a community want tourism and if so what will it look like?
Identification of Current and Existing Tourism Assets
Catalogue existing tourism assets to assess what currently exists and define the gaps.
Identification of the Current and Existing Tourism Activities
Current and potential tourism activities
Identify current gaps and highlight potential and market ready products
Market Analysis
Right product for the right market
Identify target market preferences
Partnership Exploration and Development
FundingMarketing opportunities
Product development
Business planning
Training
Partnership Development Aboriginal communitiesInvestorsLevels of governmentNational and regional tourism associations
Aboriginal tourism associations
Employees
Development of a Tourism Strategy Engage in strategic planning activities in accordance with cultural values
Aboriginal Ecotourism Development
Focused on sustainability◦Increasing economic development◦Reducing reliance on government
assistance◦Preservation of culture, heritage and
natural environments◦Increasing community capacity◦Knowledge, skills and training
Contact Information
Dr. Sonya Gracisgraci@ryerson.cawww.accommodatinggreen.comwww.theicarusfoundation.com
