INTERNATIONAL INDIGENOUS TOURISM CONFERENCE 2024

Custom Brand

Each year, the IIITC theme and logo are artfully crafted by Indigenous artists.

This year’s conference tagline, "Where Nations Meet," drew inspiration from the historical significance of Ottawa as a gathering place for Indigenous Peoples from the area. The convergence of three rivers in this region made it a natural hub for communities to come together for social, cultural, and economic reasons such as marriage, trade, and shared celebrations. These gatherings often involved days of travel, followed by vibrant social events that strengthened relationships and fostered collaboration. The tagline invited attendees to experience the deep cultural heritage of Indigenous tourism in Ottawa, honouring its legacy as a place where nations united.

The conference logo was skillfully crafted by Jennifer Brunet-Rentechem, with Akinasi Partridge and Isaac Partridge, who creatively incorporated themes that came up in discussion from the Assembly of Seven Generations. At its heart, a Trillium flower blooms, paying homage to Ontario’s provincial emblem. The logo’s true essence emerges as two Inuit figures stand hand in hand, symbolizing the harmony among the original peoples in Ottawa, reminiscent of the significance embodied in wampum belts within shared territories.

The logo honoured the Inuit People with the warm inclusion of katimavik (Inuit syllabics for meeting place), extending a heartfelt “welcome.” The elegant chevron patterns gracefully honoured the Métis sash, underscoring the importance of their culture. Finally, the convergence of arrows, deeply rooted in traditional birch bark biting art, aptly captured the essence of the logo’s theme: “Where Nations Meet,” celebrating the harmonious coming together of diverse cultures in a single, unifying vision.

This conference brand was applied to every element - from the DJ surround to the screen content, the step and repeat signage to the accompanying collateral, with all bilingual content in English and French. 

Cultural Tours

Day 1 began with 6 local cultural tours around the unceded Algonquin Anishinaabeg Territory in Ottawa, Ontario, including Indigenous Walks: a guided walk through downtown Ottawa, led by Jaime Koebel (Nehiyaw/Michif), exploring social, political, and cultural themes through art, architecture, and monuments; Makatew Workshops: hands-on experiences that provide a safe space to learn about Indigenous culture while making sacred traditional items, ensuring appreciation without appropriation.

Delegates experienced guided walks through downtown Ottawa, interactive workshops, and visits to heritage sites and community hubs like Beandigen Café and the Symmes Inn Museum. These pre-conference activities grounded guests in place and purpose, encouraging deep reflection before the main programming began.

Welcome Reception

The evening welcomed all guests with the Taste of Turtle Island, a lively welcome reception that featured an interactive, stand-up cocktail format where chefs not only prepared and served their dishes but also engaged directly with guests to share the cultural significance of their creations. 

Food stations featured Indigenous chefs from the Indigenous Culinary of Associated Nations (ICAN) and incorporated curved truss structures that mirrored the custom logo’s circular elements. These stations were equipped with TV screens to display chef profiles and dish descriptions, adding both functionality and visual impact. The chefs prepared and served dishes rooted in traditional ingredients and techniques, while engaging guests with the stories behind their culinary creations. Culinary highlights included Smoked Elk and Plums, Maple Scallops, and Lapin Éffilocher on a Ploye, alongside a dessert station offering Wild Rice Flour Thumbprint Cookies and Bannock Towers. Each dish incorporated Indigenous ingredients such as venison, wild rice, and seal, reinforcing the deep connection to culture and the land.

With a smudge ceremony in the kitchen, hoop dancers, Métis fiddlers, and vibrant cultural performances, guests were not only fed, but transformed.

A Conference Built to Connect

Days 2 and 3 offered a dynamic program with plenary sessions, breakout sessions, and a bustling marketplace.

The Artisan Marketplace showcased 52 vendors who brought handmade jewelry, visual art, and cultural crafts to life. This integrated feature allowed attendees to connect with Indigenous entrepreneurs, further promoting economic reconciliation and cultural exchange.

With 70 speakers across 39 sessions, including keynotes and breakouts, attendees gained insights into Indigenous tourism, entrepreneurship, and cultural sustainability. The event’s grand entry and exit featured 60 dignitaries and Elders from Ottawa’s Nations, grounding the conference in tradition and respect for cultural protocols. Sessions ranged from product development and international brand alignment to emergency preparedness and cultural authenticity. Between sessions, musical transitions from artists like David Maracle and Theland Kicknosway maintained energy and cultural grounding.

The stage design team transformed Jennifer’s beautiful artwork into a three-dimensional set featuring a circular overhead installation of the custom logo inspired by a dreamcatcher. There were two large trees that flanked the stage to ground the design and incorporate the tree and wood aspects throughout the other design elements. There was also a curved backdrop that mimicked the overhead piece and conveyed harmony, along with unique, one-of-a-kind lighting design that transformed the room several times throughout the conference.

Artistic displays and interactive installations encouraged exploration and connection inviting attendees to connect deeply with the conference’s message. An infinity birch installation connected guests to the birch bark symbolization of the logo and to the earth while creating a great social media backdrop, while the magazine booth photo opportunity took a more literal approach to the connection between the brand and the guests. A fire circle area emphasized unity, storytelling, and the spirit of gathering—aligning perfectly with the conference’s tagline and purpose.

ICAN chefs collaborated on breakfast, lunch, and gala dinner menus, ensuring every meal embodied Indigenous traditions. Bannock bread was a staple across all meals, while unique touches like birch bark coffee and evergreen-infused salt on venue popcorn showcased creativity and attention to detail.

IITC led by example with sustainability [minimal printed materials, repurposed furniture], accessibility [ramp access, interpretation services in 5 languages], and inclusivity [Elders’ Rooms, tobacco gifts, cultural ceremonies]. 

Closing Gala

The closing gala brought the full spectrum of the conference to life. Under the custom-built dreamcatcher-inspired stage, surrounded by sweeping trees and LED lighting that morphed the room, the night celebrated Indigenous excellence with awards, performances, and storytelling.

The design flowed seamlessly throughout the event spaces, uniting elements such as the logo design, natural textures, and rich colours of blue, red, orange and yellow that celebrated the diversity of Jennifer’s artistry. The simple conference space was transformed with harvest tables that were used for the daily food stations reused for gala dinner and dressed in colourful linens for a more elevated feel. 

The gala dinner was a culinary masterpiece: guests enjoyed dishes like Wild Mushroom-Dusted Smoked Cauliflower and Overnight Roasted Turkey with Wild Rice Stuffing, while plant-based diners were treated to a Vegan Wellington. The meal concluded with a stunning Cranberry Bonbon dessert crafted by Raven Rising, celebrating Indigenous innovation in fine confectionery.

The gala awards ceremony was a standout feature, celebrating excellence in Indigenous tourism and entrepreneurship through nine award categories, including the Indigenous Culinary Tourism Award and the Exceptional Cultural Experience Award. Hosts Keith Henry, ITAC President and CEO, and Marilyn Jenson, ITAC Board Chair and Yukon Representative, guided the evening, which began with an Elder prayer and included sponsor videos, remarks, and thoughtful pauses for each F&B course. The event concluded with a high-energy dance party led by DJ Shub, sending attendees off with joy and celebration.

DJ Shub Takeover

The crescendo? JUNO Award-winning DJ Shub igniting the dance floor with PowWow Step, blending tradition and contemporary beats into one unifying celebration. It was a mic-drop moment that sent guests home not just entertained—but empowered.

Impact

With over 12 million post-event media impressions and international delegates from New Zealand to Finland, the reach of the event was global, and the impact undeniable.