Indigenous Nations in Canada are leveraging community-owned tourism firms to do more than just host guests. Lodges, campgrounds, and interpretive centers serve as tools for asserting jurisdiction, protecting territory, and providing opportunities for kids to work on their ancestral territories. This “Land Back via Tourism” strategy draws on a long history of Indigenous stewardship while engaging a global audience interested in responsible travel and in learning directly from the original custodians of these areas.
Tourism revenue in many communities supports Guardian initiatives, language revival, cultural programming, and land-use planning, linking visitor experiences to long-term conservation. Community-owned tourism provides an opportunity for young guides, cultural ambassadors, and land guardians to build careers while also protecting and restoring their areas.
Spirit Bear Lodge: A conservation economy in action
Spirit Bear Lodge, located on British Columbia’s remote central coast, is a prime example of community-owned tourism that promotes Land Back. The Kitasoo Xai’xais First Nation owns and manages the lodge at Klemtu, located in the Great Bear Rainforest. It was created as part of a conservation-based economic strategy. Spirit Bear Lodge, a worldwide-recognized Indigenous-led ecotourism enterprise, employs around 10% of the community’s population, including many young people.
Guests visit the Kitasoo Xai’xais region to witness Kermode (spirit) bears, whales, and coastal ecosystems, accompanied by community members who share stories and laws rooted in their traditional connection to the land and ocean. A major portion of lodge profits is reinvested in local stewardship, research collaborations, and community projects, which help bolster protection for the Nation’s vast land. Spirit Bear Lodge aims to uphold Kitasoo Xai’xais stewardship, foster emotional ties between tourists and the area, and showcase an Indigenous-led, conservation-focused economy.
Guardians and protected areas: Tourism and Indigenous stewardship
Community-owned tourism is commonly combined with Indigenous Guardian programs and Indigenous Protected and Conserved Areas (IPCAs), which recognize Indigenous leadership in land and water stewardship. Guardian programs in the Great Bear Rainforest and Haida Gwaii engage locals to monitor ecosystems, collect data, support research, and verify that visitors follow cultural and environmental rules. These Guardians routinely deal with tourism operators and visitors, assisting them in orienting themselves and maintaining respectful behaviour on sacred and sensitive locations. Since 2018, federal funding has supported over 170 Indigenous Guardian programs nationwide, promoting Indigenous-led conservation and stewardship.
IPCAs and Guardian programs are based on Indigenous laws and values, with a focus on maintaining positive interactions with nature and promoting community well-being. When tourism enterprises are owned and managed by the same Nations that run these stewardship programs, tourist experiences become an extension of Land Back, supporting Indigenous control over how territories are utilized, visited, and cared for.
Anchoring local economies and youth employment
Indigenous tourism in Canada presently supports over 2,000 businesses and approximately 40,000 jobs, with many positions available in rural and distant regions where other employment opportunities are scarce. Community-owned lodges, campgrounds, and cultural centers support local economies by generating demand for guides, boat operators, cooks, cleaners, cultural educators, artists, and administrators. Tourism, for example, has created more employment opportunities in Klemtu, particularly for young people who might otherwise have to relocate for work.
Indigenous tourism locations are hiring young people for roles such as cultural interpreters, social media managers, reservation agents, and land guardians. These occupations are more than just “entry level”; they are stepping stones to leadership positions in community development, conservation, and company management, allowing kids to gain skills while remaining connected to their territory and families.
Governance, protocols and conservation are built into the experience
Land Back through tourism distinguishes itself by including governance structures, cultural protocols, and conservation plans into the visitor experience from the start. Spirit Bear Lodge, a community-owned enterprise, customizes visitor itineraries based on Indigenous seasonal knowledge, wildlife management strategies, and cultural guidelines for where to go, what to do, and proper behaviour. Tours prioritize avoiding sensitive areas, minimizing disturbance to animals, and respecting sacred sites. Guides explain why certain areas are off-limits or require special attention.
Indigenous-owned tourism businesses often follow national accreditation requirements, such as the “The Original Original” brand, which ensures that experiences meet criteria including majority Indigenous ownership, cultural authenticity, and community involvement. Together, these governance instruments ensure that tourism growth does not come at the expense of land, water, or community well-being, but rather strengthens Indigenous law and stewardship.
Travelling on Land Back terms
For visitors, Land Back tourism provides an opportunity to support Indigenous sovereignty in real ways. Choosing community-owned lodges, guided trips, and interpretive centers supports Indigenous economies and conservation activities, avoiding exploitative models. In exchange, they are urged to form relationships with the people and places they visit, learning that true hospitality on Indigenous land entails listening, following protocols, and knowing that tourism can be part of a much bigger tale of return and renewal.
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Disclaimer: This article is based on publicly available information intended only for informational purposes. Indigenous-SME Business Magazine does not endorse or guarantee any products or services mentioned. Readers are advised to conduct their research and due diligence before making business decisions.
