Brand and identity

Language, culture, and longer stays in Cape Breton

“Our Mi'kmaw partners, they've said, ‘There are Mi'kmaw names for many of these places around the island, but we don't see them on maps.’ So we said, ‘Well, let's talk about that. Let's explore what we can do.’" – Terry Smith, Destination Cape Breton  Tourism is a...

4 moves toward Indigenous equity in tourism: A trip report from Forum 2025 in Queenstown

“... the way tourism has enabled some of this work was so beautiful and hopeful.” This is a challenging time to advance Indigenous rights, sustainability, and social justice initiatives within the tourism industry, particularly in North America. It’s easy to feel...

Beyond green marketing: How regenerative tourism is growing in rural BC

"No other industry establishes a boots-on-the-ground connection between people in the natural world without really aggressively taking something out. And we need to be louder and prouder about that." – Amy Thacker What conditions lead to regenerative tourism...
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