Attractiveness of Indigenous tourism and cultural experiences in Quebec

Peak interest for Indigenous cultures and tourism among Quebecers

A recent study involving some 2000 respondents, conducted by Leger Marketing in collaboration with Raymond Chabot Grant Thornton, clearly indicates that Quebecers not only want to better understand the Indigenous cultures in Quebec, but are also keen on meeting Indigenous peoples. 

According to the study, nearly 90% of respondents indicate a favorable opinion of Indigenous communities, as well as an interest in taking part in an Indigenous activity. Open-minded travellers, adventure seekers and culture enthusiasts—young and old alike—are mainly interested in discovering Indigenous history and culture, celebrating traditions and immersing themselves in nature. Attractions topping their list include visiting a museum or a boutique, attending a pow-wow or a festival, or staying in traditional accommodation. Surprisingly, 53% of those surveyed have never taken part in an Indigenous activity despite their keen interest!

ITQ is embarking on a new phase in its mission to build awareness around this often-forgotten side of our shared Quebec culture to foster dialogue and mutual understanding between Quebecers and the province’s Indigenous communities.

Download a summary of the study here!

French (63%) and German (47%) visitors are the most likely to be interested in Indigenous tourism experiences. One in three international visitors to Canada is interested in Indigenous tourism experiences (37%).

Destination Canada, 2019 Market Snapshots


  • 64% from Québec
  • 19% from Europe
  • 9% from Canada (outside Quebec)
  • 3% from the United States
  • 5% from other countries


  • 4083 jobs created in Québec
  • 394 000 $ is the average turnover of businesses
  • 169 M$ in economic impact
  • A significant increase in the number of businesses (103 in 2003, 154 in 2011, 223 in 2016)


  • Key strategy of the Ministry of Tourism
  • Indigenous traditions: 1 of 14 distinctive experiences of the Alliance de l’industrie touristique du Québec
  • Priority of Destination Canada
  • Indigenous Quebec is a leader of Indigenous tourism in Canada
  • Indigenous tourism contributes significantly to the development of innovative offers, the creation of jobs and wealth, the consolidation of businesses and the development of all regions of the province.


Projet de recherche national sur le tourisme autochtone : Retombées économiques du tourisme autochtone au Canada
Association touristique autochtone du Canada, 2015

Impacts économiques et perspectives
Le secteur touristique autochtone du Canada : Perspectives et impacts économiques
Conference Board du Canada et Association touristique autochtone du Canada, 2019

Aperçu des marchés en 2019 : Saisir le potentiel du tourisme autochtone au Canada
Destination Canada et Association touristique autochtone du Canda, 2019

The Tourism Ecosystem
Quebec Indigenous Tourism, 2019
The Tourism Ecosystem


Alliance de l’industrie touristique du Québec : The Right Player.

A destination marketing organization bringing together stakeholders from the tourism industry to combine expertise and develop innovative ideas. The unified voice of Quebec tourism, working to increase revenues from the economic sector as well as create and maintain tourism jobs across Quebec.

Tourisme Québec

The official tourism website of the Government of Quebec is full of useful information and the Studies and Statistics section allows you to download many publications related to the tourism and leisure industry.

Destination Canada

Destination Canada provides intelligence, tools and resources that help the Canadian tourism industry reach international markets.

Association touristique autochtone du Canada

The Indigenous Tourism Association of Canada (ITAC) focuses on creating partnerships between associations, organizations, government departments and industry leaders from across Canada to support the growth of Indigenous tourism in Canada and address the demand for development and marketing of authentic Indigenous experiences. ITAC has an established membership process that enables Indigenous tourism industry partners to engage with and show support for Indigenous tourism.