Indigenous PEI Wins National Award for Tourism Leadership
Lennox Island, PE – Indigenous PEI has been named Provincial/Territorial Association of the Year at the Indigenous Tourism Association of Canada’s Indigenous Tourism Awards, recognizing its leadership in advancing Indigenous tourism in Epekwitk (Prince Edward Island). This national recognition celebrates Indigenous PEI’s leadership in strengthening the Indigenous tourism sector, creating new opportunities for Indigenous entrepreneurs, and amplifying the diverse Indigenous cultures across the Island.
“This recognition is a testament to the hard work, resilience, and passion of our team, our members, and the Indigenous communities we serve,” said Jamie Thomas, Chair of Indigenous PEI. “Over the last few years, we have made incredible strides in strengthening Indigenous tourism in Epekwitk. This award fuels our commitment to continuing our work, ensuring that Indigenous tourism remains a powerful tool for cultural preservation, economic growth, and community empowerment.”
Indigenous PEI has taken significant steps to expand, develop, and elevate Indigenous tourism offerings on the Island. A major achievement has been the expansion of the Indigenous PEI Store at 111B Grafton Street, Charlottetown, which has evolved beyond retail into a dynamic hub for Indigenous tourism. The storefront now serves as a space where Indigenous artisans lead workshops, develop experiences, and engage visitors in meaningful ways. Beyond supporting artisans, the space plays a key role in promoting Indigenous experiences across Epekwitk, offering visitors opportunities to connect with authentic Indigenous tourism.
Another milestone has been the creation of the Mawikuti’kw (Growing Together) Indigenous Tourism Training Program, designed to support tourism staff, entrepreneurs and future leaders. This hands-on initiative fosters skills development, professional growth, and cultural training with an Indigenous lens, equipping participants with the knowledge and experience needed to create and deliver meaningful Indigenous tourism experiences. By integrating cultural teachings alongside business and tourism skills, the program ensures the long-term sustainability and growth of Indigenous tourism in Epekwitk.
Indigenous PEI has also grown the Indigenous Christmas Artisans Market, expanding opportunities for Indigenous makers and entrepreneurs. The 2024 market featured 50 Indigenous artisans, providing them with a platform to retail their handcrafted goods, while showcasing Indigenous craftsmanship. The event has become a key opportunity for artisans to connect with new audiences, strengthen the local Indigenous economy, and share their culture through authentic, handmade products.
A significant milestone was Indigenous PEI’s first-time hosting of the Atlantic Indigenous Tourism Summit, a sold-out event that brought together Indigenous tourism operators, industry leaders, and businesses from across the region. Over two days, participants engaged in collaboration, knowledge sharing, and cultural celebration, with the summit serving as a powerful platform to exchange ideas, explore new opportunities, and strengthen partnerships that will shape the future of Indigenous tourism in Atlantic Canada.
For Indigenous artisans like Nora Richard, a Mi’kmaw basket weaver, the work of Indigenous PEI has helped preserve and elevate Indigenous artistry while creating new economic opportunities. “Indigenous PEI has given so many of us a place to share our culture, our skills, and our stories,” she said. “This award recognizes the work that’s happening in our communities and the opportunities being created for future generations. I’m proud to be a part of it.”
As Indigenous tourism continues to grow in Epekwitk, Indigenous PEI remains committed to supporting Indigenous entrepreneurs, strengthening cultural tourism, and creating meaningful opportunities for communities. This recognition highlights the progress made so far and reinforces the importance of ongoing collaboration and innovation in the sector. Moving forward, Indigenous PEI will continue working with partners, artisans, and tourism operators to ensure Indigenous tourism remains a valued and sustainable part of Epekwitk’s tourism industry.
About Indigenous PEI
The Indigenous Tourism Association of PEI (operating as Indigenous PEI) is a membership-based non-profit organization dedicated to supporting and growing Indigenous tourism on Prince Edward Island. The organization represents and supports Epekwitnewaq Mi’kmaq and Indigenous peoples who have chosen Epekwitk (PEI) as their home, fostering an inclusive and diverse Indigenous tourism network.
Through training, advocacy, marketing, and business development, Indigenous PEI empowers Indigenous entrepreneurs, tourism staff, and future leaders to create authentic and sustainable tourism experiences. As a development leader, Indigenous PEI works to amplify Indigenous voices, increase visibility for cultural experiences, and strengthen market access for Indigenous tourism businesses across the province.