WIIKWEMKOONG—Wikwemikong Tourism representatives joined Indigenous Tourism Association of Canada (ITAC) and Destination Canada representatives on a recent trip to Germany for Canada Showcase Europe 2023, showcasing Indigenous tourism across the country including promoting Manitoulin Island and the region to tourist operators from around Europe.
“We were promoting Manitoulin Island, Wiikwemkoong Tourism adventures, Point Grondine and Killarney at the event,” said Luke Wassegijig, manager of Wiikwemkoong Tourism. He explained ITAC, in partnership with Destination Canada and some of the Indigenous provincial and territorial partners and indigenous tourism businesses, showcased indigenous tourism at Canada Showcase Europe 2023 in Hamburg, Germany from November 10-17. This tourism tradeshow is a platform and marketplace where Canadian suppliers connect with European and British tourism professionals, creating an avenue to promote Canadian destinations, tourism products and experiences.
“We were promoting the multi-day activities available on Manitoulin Island, and Killarney, partners and business promoting the region as a tourism destination,” said Mr. Wassegijig. “We had over 50 appointments with European and British tourism providers in one-on-one sessions (15 minutes apiece) with buyers from countries like Germany, Netherlands, Britain and Switzerland.”
Mr. Wassegijig pointed out on November 8, “A showcase was held at the Canada Embassy in Berlin, with other tourism operations, and Indigenous tourism organizations.”
“The Canada Showcase in Hamburg was held with the idea of connecting Canada to Europe and British tourism providers,” continued Mr. Wassegijig.
Canada Showcase Europe is more than a marketplace, it is an opportunity to strengthen business relationships and enhance sales within the European tourism industry. ITAC’s Director of Marketing, Tamara Littlelight and Communications Manager Ryan Rogers were among those who participated in CRD Tourisk’s North America Days on November 10 and 12.
CRD Tourisk’s North America Days 2023 consisted of insightful presentations by 40 partners hailing from the United States and Canada, delectable culinary offerings showcasing the flavours of North America, a captivating photo exhibition featuring works from Alberta, and engaging lectures all complemented by a compelling competition spanning seven floors.
“The marketing objectives for CRD Tourisk’s North America Days 2023 extended beyond simple promotion; it aims to increase awareness, generate travel interest, and facilitate face-to face communication. By understanding customer needs and desires, the event seeks to increase bookings, room nights, and the length of stay. Notably, the focus is on highlighting off-the-beaten track destinations and off-season experiences,” a release explained.
Wikwemikong Tourism was one of nine Indigenous tourism operators, which included provincial and territorial Indigenous tourism partners from Alberta, British Columbia, Manitoba and Quebec.
Each organization contributed to the understanding and appreciation of Indigenous experiences from Canada, offering a glimpse into the rich heritage and natural beauty that awaits visitors. Next, a comprehensive training event awaited participants, followed by a strategic session led by Destination Canada.
From November 14-16, over 100 travel trade representatives were present, and appointments were booked, including sessions with tour operators, receptive tour operators, and travel agents, underscoring the interest in collaboration and opportunities to bring more visitors to Indigenous tourism experienced in Canada.
On November 17, the focus shifted to media engagement with a breakfast event and one on one appointments. Approximately 35 German media representatives attended with this session aimed to showcase tourism’s unique stories and experiences.
“The biggest thing is creating awareness with European travel experts,” said Mr. Wassegijig. He pointed out in 2026 North America will be hosting the FIFA World Cup in Canada, Mexico and the US. “A lot of European travel destination operators say there is a lot of excitement about the event, and there will be teams from Europe that will have a lot of fans travelling with them. Our job will be to promote and build up Manitoulin Island and Killarney as tourist destinations while they are in Canada,” said Mr. Wassegijig. He said there will be a gap of three or four days between games and this allows for promotion of these fans travelling to Manitoulin, Killarney and Northern Ontario.
