Cultural Tourism – Kwilmu’kw Maw-klusuaqn

In 2019 The Assembly of Nova Scotia Mi’kmaw Chiefs endorsed The Cultural Tourism Strategy for the Nova Scotia Mi’kmaw, building on an existing body of research done to develop Mi’kmaq Cultural Tourism. The design of this approach is to support a governance based, Nation-approach to cultural tourism within Nova Scotia. Outreach and engagement, secondary research and an Indigenous Cultural Tourism Case Study Review were all important aspects in the development of this strategy.

The strategy respects and builds on the significant work many Nova Scotia Mi’kmaw communities have already undertaken to celebrate, curate and present authentic Mi’kmaw history and cultural experiences.

This Strategy recognizes opportunity for growth, while noting that developing an export-ready tourism product will take time. The Strategy offers a measured approach to achieve its goals in the short, medium, and long term. As the inaugural plan, this Strategy will set the stage for continued growth that is aligned with Mi’kmaq governance, values, principles and culture, while developing a dynamic Mi’kmaq brand that is authentic, natural and welcoming, and drives economic benefit for Mi’kmaq tourism operators and the communities.

There has never been a better time to develop a Cultural Tourism Strategy for the Nova Scotia Mi’kmaq. Global interest in Indigenous culture and cultural experiences is growing and gaining recognition as an important and unique sector in tourism. The attention on experiential tourism experiences is high: tourists are seeking experiences and opportunities to learn.

Vision and Framework for the Strategy

The vision to establish the direction for the Strategy is “A Nation approach to broadly share authentic Mi’kmaw culture, language and landscape to enable visitors and residents to connect with, understand and more fully appreciate the original peoples of Nova Scotia, while contributing to socio-economic development in support of greater self-reliance through best-in-class-Mi’kmaw cultural tourism.”

The priority areas of focus for the Strategy are:

Mi’kmaq Leadership and Governance

The Cultural Tourism Strategy for the Nova Scotia Mi’kmaw requires leadership and a sustained long-term commitment to succeed. Leadership efforts will focus on fully engaging Mi’kmaw Chiefs and Councils, communities, the tourism sector and governments to facilitate sustainable tourism growth in Mi’kmaw communities.

Authenticity

The Mi’kmaq are increasingly concerned that the “Mi’kmaq Story” is being told and informed by non-Mi’kmaw sources and influences. The Assembly of Nova Scotia Mi’kmaw Chiefs stress the “need to grow and strengthen the spaces and resources we have to create and recreate our own stories, guided and informed by our own expertise and experience.”

Mi’kmaq Led Development

Long-term, strategic investments and development will enable the Mi’kmaw cultural tourism sector to capitalize on the full extent of market demand and remain competitive internationally. Ultimately, this will create high quality, meaningful and enriching experiences that travelers are seeking. There is a range of Mi’kmaw cultural tourism community readiness across the province; some communities may be more focused on a regional audience while others aspire to attract international markets.

Marketing

Marketing will inspire more visitors to participate in Mi’kmaq experiences and increase awareness of Mi’kmaq cultural experiences in key visitor markets. Research will support the Marketing pillar to ensure evidence-based decision making around market fit and potential. Marketing will facilitate improved visitor access to Mi’kmaw tourism experiences, while promoting awareness and appreciation of Mi’kmaw tourism.

Implementation

This ambitious, multi-phased project will require ongoing management, governance and oversight to ensure seamless and effective implementation at a Nation level. Chiefs unanimously endorsed this project in 2019, selecting Kwilmu’kw Maw-klusuaqn as the implementation organization.

The successful implementation of the Strategy centres on leveraging the considerable enthusiasm and resources of a broad network of partners, guided by the Mi’kmaw Cultural Tourism Committee, coordinated by the Cultural Tourism Project Manager, and endorsed and directed by the Assembly of Nova Scotia Mi’kmaw Chiefs.

Once implemented, the Cultural Tourism Strategy for the Nova Scotia Mi’kmaw will:

Contribute to independent, vibrant, healthy communities;
Build tourism capacity with the Mi’kmaw Nation in Nova Scotia; and
Support a unified approach to Mi’kmaw cultural tourism in Nova Scotia.

BACKGROUND

The Tripartite Forum Economic Development Working Committee (Working Committee) commissioned a multi-faceted project to advance Mi’kmaw Cultural Tourism in Nova Scotia. A key aspect of this work was developing the Cultural Tourism Strategy for the Nova Scotia Mi’kmaw.

The overall focus of this project has been to foster and support a Nation-approach to cultural tourism. This initiative is timely. There is a growing interest in Indigenous culture and tourism within national and international tourism markets, and Indigenous product and service offerings are gaining recognition as important and unique within the tourism sector.

This is a timely opportunity given the social and economic directions outlined through the national Truth and Reconciliation (TRC) process. Some Mi’kmaw communities have already seen success in the development of tourism and culture products and services. Continued growth and greater economic independence will reinforce the benefits and opportunities of developing the cultural tourism sector.

In a manner aligned with visitor markets and with respect to Mi’kmaq Culture this strategy builds on an existing foundation to promote Mi’kmaq tourism development. This work fosters earlier efforts including The Assembly of Nova Scotia Mi’kmaq Chiefs’ Culture, Heritage and Archeology Strategic Plan and the Confederacy of Mainland Mi’kmaq’s Mi’kmaw Tourism and Cultural Workshop, while also acknowledging the learnings from past initiatives related to branding and authenticity. Several partners and current Indigenous tourism practitioners noted that “This strategy has been a decade in the making,” emphasizing the readiness and enthusiasm for development of this sector at this time.

Developing the Strategy

Nova Scotia Mi’kmaq community members engaged in the development of this strategy along with partnering organizations within Nova Scotia, as well as leaders in Indigenous tourism at the provincial, national and international levels.

This Cultural Tourism Strategy provides a compelling vision and an Action Plan that recognizes opportunity for growth. The Strategy also recognizes that developing an export-ready tourism product, within the cultural tourism infrastructure to support the Strategy will take time. The Strategy takes a measured approach to achieve its goals. It aligns with the Nation’s values, principles and culture while developing a dynamic brand that is authentic, natural and welcoming.

Partners and stakeholders worked collaboratively in the development of this strategy. This collaboration included engagement with community members, leaders in Indigenous tourism in Nova Scotia, Canada, and internationally, as well as potential partnering organizations within Nova Scotia. The process included two events to engage community members (held in Millbrook First Nation in March 2018), a detailed review of existing background documents relating to Mi’kmaq tourism in Nova Scotia and a scan of best practices.

THE CONTEXT FOR MI’KMAQ CULTURAL TOURISM

There has never been a better time to develop a Cultural Tourism Strategy for the Nova Scotia Mi’kmaw. Interest in Indigenous culture and cultural experiences is growing; it is gaining recognition as an important and unique sector in tourism. The focus on experiential tourism experiences is high. As noted in the Atlantic Growth Strategy, “there is an opportunity to attract far more visitors to the region for whom a culturally and environmentally authentic experience is worth almost any price.” Visitors want local – It doesn’t get more local than Mi’kmaw. Further, the Truth and Reconciliation Commission of Canada has awakened and fostered broader community and citizen interest in Indigenous issues and culture. At the same time, the tourism industry recognizes the importance of this market.

Tourism is an important economic generator, bringing new money into communities while supporting local economic development. Notably, there are low barriers to entry making it well suited to Indigenous entrepreneurs. New visitors to Nova Scotia Mi’kmaw communities support local business growth and provide opportunities for revenue generation. The inherently welcoming and generous nature of Mi’kmaw communities is ideally suited to tourism.

The current environment for Indigenous tourism sets the conditions needed to add to the exciting tourism products that already exist in some Nova Scotia Mi’kmaw communities (e.g., Eskasoni Cultural Journeys, Membertou Heritage Park and Millbrook Heritage Centre).

STRATEGIC FRAMEWORK

The vision for Mi’kmaq cultural tourism and key strategic considerations to accomplish this vision are as follows:

Vision

“A Nation approach to broadly share authentic Mi’kmaw culture, language and landscape to enable visitors and residents to connect with, understand and more fully appreciate the original peoples of Nova Scotia, while contributing to socio-economic development in support of greater self-reliance through best-in-class-Mi’kmaw cultural tourism.”

The vision statement reflects the important feedback made by contributors to the Strategy. Throughout research and engagement, the concept of Mi’kmaq governance over Mi’kmaw language and culture this is consistently what the Mi’kmaq want reinforced in Nova Scotia Mi’kmaw Tourism: The Mi’kmaq of Nova Scotia want their stories to come from them, in their language and shared in their Mi’kmaq ways.

In the words of a community member, “it is imperative that Cultural Tourism be defined by Mi’kmaw story telling, NOT by the stories that are not being told.”

Values

Legitimacy:

Recognize the Mi’kmaw Nation as the true and rightful authority on Mi’kmaw culture, heritage and archaeological resources related to Mi’kmaw culture and heritage.
Look to Elders, artisans, spiritual leaders, knowledge-keepers, speakers and other members of the Nation to drive development and implementation.

Self-Determination:

Support a healthy, vibrant, prosperous Mi’kmaw Nation through self-determination.
Embrace opportunities for Mi’kmaw to promote their culture and heritage, as well as their own work and activities.
Respect diversity within the Mi’kmaw Nation in Nova Scotia; and
Recognize that communities are at different levels and will advance at their own pace.

Self-Reliance:

Offer communities and individuals more avenues for the pursuit of sustainable socio-economic development endeavors.
Balance respect with commercialization, recognizing that the two are not mutually exclusive.

GOALS

Contribute to independent, vibrant, healthy communities;
Build tourism capacity within the Mi’kmaw Nation in Nova Scotia; and
Support a unified approach to Mi’kmaw cultural tourism in Nova Scotia.

Priorities

In developing the Strategy, a strong consensus emerged from partners and stakeholders around the themes that serve as the priority areas of focus for forthcoming work. The priorities are Mi’kmaq Leadership and Governance, Authenticity, Mi’kmaq Led Development, and Marketing. These four areas of priority will develop a balanced approach to a vibrant Mi’kmaw cultural tourism industry.

Mi’kmaq Leadership and Governance

The Cultural Tourism Strategy for the Nova Scotia Mi’kmaq requires leadership and a sustained long-term commitment to succeed. Leadership efforts will focus on fully engaging Mi’kmaq Chiefs and Councils, communities, the tourism sector and governments to facilitate sustainable tourism growth in Mi’kmaq communities.

Leadership will attract the confidence and investment of key strategic partners, while ensuring the required governance and coordination to fully activate the Action Plan and realize economic opportunities. Goals include:

Support by Chiefs, Councils and Communities
Relevance and support to all 13 Mi’kmaq communities recognizing their unique needs and aspirations
Leveraging pride among Nova Scotia’s Mi’kmaw people and the cultural and historical experiences that can be shared
Proactively engaging communities, industry, partners, and tourism influencers to activate the Strategy
Strong governance to address authenticity, commercialization and the protection / preservation of Mi’kmaw culture, history, values and tradition

Key Activities

Ensure winning conditions and build a solid foundation for success by validating, refining and endorsing the Strategy with a focus on community
Secure Assembly of Nova Scotia Mi’kmaw Chiefs’ review and approval
Continue engagement with all Nova Scotia Mi’kmaw communities
Establish governance, operational and resourcing features to support the implementation and ongoing sustainability of the Strategy
Develop an evaluation framework to monitor business plan progress and the achievements within the Strategy
Develop a communications kit (tools, resources, and plans) to support Chiefs, community-based development staff and other community members to message the positive economic and social impacts of Mi’kmaw cultural tourism
Develop a Communications Plan to outline specific activities and performance targets (e.g., community events and conversations)
Grow the number of community members engaged and their level of involvement in the Cultural Tourism Sector
Develop economic opportunities by building support and establishing strong sector champions
Identify Mi’kmaw tourism champions to represent the sector with a coordinated approach to partnerships to advance the Strategy implementation initiatives
Leverage existing information and reference material to demonstrate the current and potential power of Mi’kmaw cultural tourism
Grow the community commitment to training and product development through community leadership
Identify an implementation lead / coordinator to ensure a cohesive and sustained implementation effort
Produce an annual strategy implementation report card, highlighting accomplishments
Host events to support ongoing education, knowledge sharing, strategy updates, etc.

Authenticity

The Mi’kmaq of Nova Scotia are concerned that the “Mi’kmaq Story” is losing its authenticity through the narrative of non-Mi’kmaw sources and influences. From the Assembly of Nova Scotia Mi’kmaw Chiefs: “As a Nation and people, we need to grow and to strengthen the spaces and resources we have to create and recreate our own stories, guided and informed by our own expertise and experience.”

Research with Mi’kmaq Elders and Knowledge Keepers emphasized the critical importance of authentic Mi’kmaw heritage and culture and the creation of “guidelines” for acceptable product, service and experience offerings in a tourism context. Determining what is to be held sacred is an important goal of this process. The Strategy must facilitate a dynamic process to determine authenticity. As one participant in the working sessions reflected:

“Say what we know now. Recognize that learning is continuous. Reflect new knowledge in the next round. Authenticity is an iterative process. Without the recognition that it will never be perfect, we are frozen.”

The authenticity process will ensure that each community can contribute its unique perspectives on history, culture and traditions. Indeed, ensuring authenticity is at the heart of protecting the Mi’kmaq brand.

Authenticity is highly valued by the visitor. At the same time, it is important to note that authenticity is personal and fluid. As one of the key informants in the outreach and engagement interviews noted: “Keep an open heart and open mind to what is really authentic. Everything evolves including the environment. Nothing is static.”

Key Activities

Grow and strengthen capacity to create and recreate authentic Mi’kmaw experiences and stories to be shared with visitors
Enlist Elders, artisans, spiritual leaders, knowledge-keepers, speakers and other members of the Nation to advance authenticity efforts
Develop a governance approach to address authenticity (e.g., support, protection, standards, branding and sanctions).

Mi’kmaw Cultural Tourism Authenticity Community Guide: June 2021

Mi’kmaw Cultural Tourism Authenticity Report: June 2021

Authenticity Guidelines Infographic

Protect Our Culture: Intellectual Property Guide for Mi’kmaq

Mi’kmaq Led Development

Key Activities

Develop baseline measurement systems to support ongoing performance reporting
Work collaboratively on destination development to appeal to a larger share of tourists travelling in Nova Scotia, while developing momentum and sustainability, and motivating new travel to Nova Scotia
Provide training, education and development opportunities for Mi’kmaw community members
Increase employment for Mi’kmaw Indigenous tourism employees
Develop a qualified tourism workforce, through education, training and reskilling to ensure exceptional service and hospitality to enhance visitor experiences
Build capacity through cultural awareness, train the trainer, mentoring, leveraging resources, reskilling opportunities, and intergenerational knowledge sharing
Promote knowledge sharing amongst all partners by working collaboratively with other communities, Indigenous tourism businesses and the mainstream tourism industry to activate opportunities within Mi’kmaw Cultural Tourism
Meet consumer demand by developing and/or adapting authentic, unique and engaging tourism experiences building on the Mi’kmaw Cultural Tourism brand attributes to ensure product and market readiness
Participate in Best Practice Missions
Support the growth and expansion of emerging and established Indigenous tourism experiences
Connect with nature-based soft adventure, food, arts and culture where possible
Develop new purchasable export and trade ready experiences
Increase operator understanding of tourism markets to inform world-class experience development
Collaborate with Parks Canada to develop national park based Mi’kmaw cultural tourism experiences
Advance the investment and implementation business case for the Mi’kmawey Debert Cultural Centre
Leverage the potential of Mawio’mis to broaden the visitor experiences available in Mi’kmaw communities
Explore other emerging partnership opportunities with federal and provincial agencies, as well as industry groups and private sector operators

Marketing

Key Activities

Build awareness and interest of Mi’kmaw cultural tourism experiences among consumers and travel trade
Leverage past efforts to develop a Nova Scotia Mi’kmaw cultural tourism brand kit
Leverage the work of key marketing partners to raise awareness of the Mi’kmaq brand and experiences with Nova Scotians, visitors and priority high-value markets
Work with partners to compile an inventory of Nova Scotia Mi’kmaw cultural tourism experiences and attractions; introduce a dimension of readiness (e.g., business, market, experience, export and trade) to inform and guide development efforts
Leverage partnerships to advance research, industry events, travel trade, the development of digital assets, etc.
Work with partners to develop and implement an approach to benchmark visitor activity in the Nova Scotia Mi’kmaw Cultural Tourism sector, updated annually
Work with partners to conduct additional visitor research including market analysis, current / potential experience alignment and use these visitor insights to guide experience and market development priorities
Explore access to existing marketing assets in a digital library (i.e., existing photos and videos)
Advance appropriate and authentic images and content.

MI’KMAW CULTURAL TOURISM LINKS

National and International