News

Moving Forward in 4 Directions

The Great Spirit Circle Trail is the project manager for the Aboriginal Tourism Ontario (ATO) Strategy that was developed June 2011. The goal of the ATO Strategy (Phase 1) was to listen to the voices of Aboriginal tourism businesses in region 13A and objectively assess their current state – their challenges, successes and opportunities. We heard from 18 businesses representing a cross section of Aboriginal tourism from different sectors: accommodation, cultural, alternative accommodations, outfitters, eco/adventure, attractions and craft and souvenir stores. Phase 1 builds upon the results and recommendations provided in the ATO draft strategy.

The ATO strategy points the way forward with guiding strategies and principles that are inspired by the Medicine Wheel which captures the very essence of our land and people. It utilizes the grassroots approach – listening, learning and confirming with our stakeholders, (stakeholders were comprised of Aboriginal tourism business owners, managers and tourism officers).

The ATO strategy recommended using the 4 pillar approach to develop the Aboriginal tourism industry in Ontario. The 4 pillars are based on the medicine wheel teachings that reflect the need for balance.

• 83.3 % of stakeholders feel that the medicine wheel complements the 4 pillars
• 83.3 % feel that the medicine wheel approach is easy to understand
• 100 % feel that the 4 pillars would support their business efforts for maintaining or expanding tourism.

Utilizing this approach on a regional level will increase the number of sustainable businesses. The 4 pillars include Human Resource Development, Marketing and Branding, Cultural Authenticity Program/Branding and Product Development.