Chelsey Quirk talks about her new position and what’s in store for Indigenous tourism in Alberta
The new CEO of Indigenous Tourism Alberta has taken the helm of the tourism body at what she says is a great time for that aspect of Alberta’s tourism trade.
Chelsey Quirk – who grew up in a tourism family – says her appointment comes as interest in Indigenous tourism is clearly on the upswing, with a 2024 survey reporting that two-thirds of Canadians are interested in including Indigenous experiences in their vacations.
“Some members who have been in the industry for decades tell me that the industry has never been stronger,” she says. “Not only is there increasing demand from travellers, but there are really strong partnerships in the province. Travel Alberta has been an amazing supporter of ITA, more than any other provincial government in Canada. We have great relationships with Explore Edmonton, Tourism Calgary and other tourism boards in the province. Nationally, we work really closely with the Indigenous Tourism Association of Canada and the federal government. Indigenous tourism is even a pillar of the province’s new tourism strategy, which is a big deal. Alberta is in a great position.
“One of the great things about Indigenous tourism is that it exists all over the province, not just in the typical tourism corridors. Some experiences are offered on reserves in areas that most travellers (normally) don’t get a chance to see, which is great. Yes, you can have great Indigenous tourism experiences in Jasper and Banff, but there are also plenty of members in cities and rural areas all over.”
Metis woman Quirk brings a deeply personal and professional commitment to the growth of Indigenous tourism. Raised in her family’s tourism business in Kenora, Ont., and shaped by the teachings of her grandmother, a Métis Knowledge Keeper, Quirk says she is dedicated to fulfilling her grandmother’s dream of “growing Indigenous tourism, sharing culture, and creating lasting friendships through cultural revitalization and authentic storytelling.
“Joining ITA at this pivotal time is incredibly exciting. I see immense potential for Indigenous tourism, not just economically, but for community support, cultural revitalization, and reconciliation. I’m eager to work with our partners to address the challenges and build on the strengths of Indigenous entrepreneurs across all our lands.”
Quirk’s work history spans multiple sectors, including nearly a decade at Edmonton International Airport, where she led the launch of its Indigenous Interpretive and Retail Centre, spotlighting the Indigenous history, culture, and retail offerings in and around the region. Her dedication to creating opportunities and advocating for Indigenous peoples has earned her recognition, including being named one of Edify Edmonton’s Top 40 Under 40.
The Indigenous tourism sector in Alberta is gaining momentum, with Alberta having taken the lead nationwide, surpassing British Columbia in GDP for the first time, according to the Conference Board of Canada. Demand continues to grow from both domestic and international travellers.
Indigenous Tourism Alberta has nearly 200 members representing dozens of Indigenous nations, languages and cultures.
“We’re seeing growing demand for Indigenous tourism experiences and we’re working hard to meet that demand by supporting entrepreneurs in their business growth,” Quirk says. “But more important than raw numbers is ensuring this growth is led by Indigenous people in a way that remains authentic to their cultures and their stories.”
Quirk says people tend to underestimate the diversity of Indigenous tourism, with ITA members “providing everything from guided walks to culinary experiences, lodging, performing arts, guided outdoor adventures and even wellness and beauty experiences. Diversity is one of the strengths of the industry, especially when you consider the incredible diversity of Indigenous culture across Turtle Island (the Indigenous name for Canada).”
Despite the growing interest, Quirk says “awareness of Indigenous tourism is not where we want it to be. This is a challenge for the industry, but it’s also why we have such optimism. We hear from travellers who say they didn’t think about Indigenous tourism before, but it ended up being the best part of their trip. Stories like that help raise awareness and we’re working hard to ensure that message spreads.”
But there are also obstacles, she cautions.
“There are still barriers to overcome for Indigenous entrepreneurs,” Quirk adds. “Access to capital can be a challenge, especially on reserves. Investment in the sector needs to grow if we’re to capitalize on this momentum. We still need stable, consistent funding for Indigenous tourism organizations across the country. And systemic racism is still built into our structures in ways that continue to hold back Indigenous entrepreneurs.”
Meanwhile, Quirk says she’s confident Indigenous communities will benefit from the growth in tourism revolving around them.
“There are great economic reasons to support Indigenous tourism, but what I get most excited about is the ways that tourism can support Indigenous communities,” she adds. “A thriving tourism sector can support the revitalization of culture and language, it offers opportunities for young people, it can build opportunities on reserve. And there’s a pride that comes in seeing people travel from all over the world to learn about you and your culture. Indigenous tourism is in my blood. My grandmother was a Metis Knowledge Keeper who worked alongside my dad running a company in the tourism industry throughout my childhood. I think she would be proud to see how far the industry has come and where we will go from here. Hospitality runs through my maternal Ukrainian side as well. Meshing those two worlds together, I have a clear understanding of the transformational experience that culture and tourism can have.”
