For more than two decades, Paula Amos has been at the forefront of transforming how the world experiences Indigenous culture in British Columbia. As Chief Marketing and Development Officer at Indigenous Tourism BC (ITBC), she has helped guide the organization’s growth from a small initiative into a leading force for sustainable, culturally grounded tourism. Rooted in her Nuu-chah-nulth heritage, Amos is dedicated to empowering Indigenous communities through storytelling, economic development, and cultural revitalization.
Describe your charity/non-profit/volunteer work in a few sentences.
Indigenous Tourism British Columbia (ITBC) is a non-profit, Stakeholder-based organization committed to growing and promoting a sustainable, culturally rich Indigenous tourism industry in British Columbia. We exist to empower Indigenous futures and inspire global visitors by living the brilliance of our ancestors’ teachings. We embrace opportunities to create mutually beneficial outcomes in Indigenous tourism, practice collaboration and cultural humility, and listen to the needs and wisdom of First Nations and Indigenous individuals, businesses, and communities at all stages of their tourism journey.
When did you start/join?
I started in the Spring of 2002 and was hired for a three-month contract to re-establish operations, secure an office location in Vancouver, organize the Annual General Meeting, rebuild visibility, and put a renewed face to the organization. I volunteered for the organization during a Dertour FAM in 2001, which was my first introduction to ITBC. I was a cultural ambassador and witnessed the German Dertour group’s interest in Indigenous culture.
I am from Nuu-chah-nulth on the West Coast of Vancouver Island, and saw the tourism industry moving quickly in the Tofino area. My three-month contract has now turned into a 23-year career with passion that I still love to do. We are educating visitors about who we are through our diverse, rich cultures in addition to supporting economic development and creating jobs within tourism. We are educating visitors about our connection to the lands, water, and mountains, as well as the sustainability mindset and responsibility to care for the environment for the next generations.
What made you want to get involved?
My goal was to be involved with Socio-Economic Development for First Nations people! I did my undergrad in First Nation Studies and Business – a great combo.
Prior to starting at ITBC, I took a year off from university to spend time with my family and then planned to do an MBA. I have been at ITBC since taking that year off.
It has been very rewarding to see the shifts within the Indigenous tourism industry. We have meaningful partnerships, but the greatest reward is to see the positive impacts that Indigenous tourism can bring to our people and communities.
What was the situation like when you started?
There have been many changes since 2002. There were a handful of Indigenous tourism experiences in BC, but we now have over 500 experiences that range from arts and culture, accommodations, wildlife viewing, and Indigenous cuisine.
Unfortunately, when I started, there was a false image of First Nations / Indigenous people that was stereotypical and created by the film and entertainment industry. This was often shaped by colonial perspectives rather than Indigenous realities.
We’ve done so much to change the stereotypical view and images for a realistic portrayal of our rich, living and diverse cultures.
One of the initial projects we did at ITBC was to develop the Indigenous Tourism Blueprint Strategy, which has been our roadmap for growing the Indigenous tourism industry in BC. The Blueprint Strategy has been used by many other Indigenous tourism organizations as a model for growth nationally and internationally.
How has it changed since?
The interest in Indigenous tourism has increased immensely. Visitors are seeking out the Authentic Indigenous tourism experiences that are responsible and offer meaningful connections to people, land, environment and culture. There’s an interest to learn in ways that are respectful, responsible and grounded in Indigenous ways of knowing and stories. There’s an open mindset for learning and engaging through Indigenous tourism that reflects Indigenous values and respects people and place.
What more needs to be done?
We are in an exciting time for Indigenous tourism and Indigenous Peoples in BC and in Canada. Indigenous tourism provides a pathway to reconciliation through cultural exchange, empowerment and creating a safe space for learning and understanding. By supporting Indigenous businesses and tourism experiences, you are supporting Indigenous self-determination and revitalizing our cultures.
By listening and learning from the stories and perspectives shared through Indigenous tourism, we’ve come a long way and look forward to growing Indigenous tourism that is aligned with our connection and responsibility to the lands, people and cultures.
How can our readers help?
Support local and Indigenous businesses not only during your travels, but every day! Supporting Indigenous Peoples offers a unique opportunity for both reconciliation and cultural preservation. Travel responsibly and seek out local Indigenous experiences and businesses wherever you are. Responsible tourism uplifts travel experiences that create positive impacts for all involved, not just travellers. Your travel plans affect Indigenous Peoples and the communities, waters, animals, and lands they care for. Indigenous Tourism BC advises travellers to know before you go, and speak directly with tourism operators before travel for the best planning.
Do you have any events coming up?
We currently have a handful of great Indigenous events around the province, from pop-up shops and art exhibits to workshops and festivals – there is something for everyone. A full list of events can be found here.
Where can we follow you?
Website | Instagram | Facebook | YouTube | TikTok
PAY IT FORWARD: What is an awesome local charity that you love?
Union Gospel Mission and Downtown Eastside Women’s Centre.
