How to Celebrate Your Culture Through Tourism

Sponsor Organization: Aboriginal Tourism British Columbia (AtBC)

Aboriginal Tourism BC (AtBC) is the provincial Aboriginal tourism association recognized by the BC’s First Nation Leadership as the official representative of the Aboriginal tourism sector. AtBC includes representation from 300 Aboriginal tourism businesses and First Nations communities across BC.

Our Vision is a prosperous Aboriginal tourism industry connecting visitors to exceptional, authentic experiences.

Our Mission is to advance a competitive and socially conscious Aboriginal tourism industry while contributing to cultural understanding and economic prosperity.


Through training, information resources, networking opportunities and co-operative marketing programs, AtBC is a one-stop resource for Aboriginal entrepreneurs and communities in British Columbia who are operating or looking to start a tourism business. AtBC works closely with tourism, business, education and government organizations to help B.C.’s Aboriginal tourism businesses offer quality experiences and actively promotes these experiences to visitors and local residents. This workshop will provide participants the opportunity to discuss, explore and share business opportunities that are existing and emerging in the tourism industry.

Participants will Learn

  • Convey the power of the BC Aboriginal tourism experience by creating and curating emotional stories that get packaged in preferred formats and distributed through content networks and event platforms that provide the greatest reach and impact.
  • Experience Development. Given that global demand for Aboriginal cultural tourism products is outpacing supply, it is paramount that Aboriginal communities become more engaged in fostering the growth of authentic Aboriginal tourism experiences in their territories. Learn how AtBC can work with turn an idea can turn into a successful authentic Aboriginal Experience.
  • Stakeholder Benefits at a Glance. Be part of Team AtBC. AtBC encourages all interested individuals, businesses, communities and organizations to work with AtBC to help grow BC’s Aboriginal cultural tourism industry. Through committed partnerships, all Stakeholder benefit and communities in every region of the province will see increased prosperity.
  • Aboriginal Travel Services. How to maximize safe, cost effective travel that is in the best interests of the traveler, the business unit and the specific First Nations Community.


Tracy Eyssens
Chief Executive Officer
Paula Amos
Director, Partnerships & Corporate Initiatives
Will Harding
Director of Marketing and Sales
Scott Roberts
Vice President

Presenter Biographies

Paula Amos is of Hesquiaht and Squamish Nation descent, born and raised in the Nuu-chah-nulth territory on Vancouver Island. She has worked for AtBC for the past 7 years and has held various positions with the organization. Paula is currently the Marketing Manager – in this capacity, she oversees the Marketing and Media activities for AtBC.

Paula’s career aspiration was to work in the socio-economic development for Aboriginal people. Her education background includes a degree in First Nations Studies and Business Management at Vancouver Island University.

With ATBC, she works at bridging the opportunities between the Aboriginal tourism industry and mainstream tourism. Paula works in partnership in all sectors of the tourism industry and believes that success comes through capacity building, teamwork, and building strong relationships with key industry players, Aboriginal communities and government.

Paula sat on the steering committee for the Blueprint Strategy for Aboriginal tourism in British Columbia and the North American Indigenous Games Bid Committee. She was also involved with the 2010 Aboriginal Tourism Working Group, in partnership with the 2010 Bid Corporation. The continued development the of the Aboriginal cultural tourism industry for Aboriginal people has not only economic development potential in the future but is also a driver for cultural pride.

Will Harding, with over 15 years of tourism marketing and communications experience including a decade with Destination Canada, Will Harding has the global experience to incubate new ideas, bring them to market fast, and optimize their performance.

Tourism is a complex and highly competitive business, especially in the digital age,” says Harding. “When you’re under pressure and the options aren’t clear, it’s easy to find ourselves working hard to implement the exact same strategies as everyone else. At AtBC, it’s our job to find the ideas that can lead to superior results for our stakeholders, which is why we’re working to become ferocious innovators not afraid to stumble, crawl and sprint past competitors with smarter content and digital marketing.”