Indigenous Tourism Alberta (ITA) is an Indigenous-led non-profit organization focused on promoting authentic and sustainable Indigenous tourism experiences throughout Alberta. As the fastest-growing Indigenous tourism organization in Canada, ITA supports over 200 Indigenous-owned businesses and operators, emphasizing the importance of Indigenous culture, language, and reconciliation in tourism.

ITA operates as a member-based organization, providing resources, advocacy, and business support to Indigenous entrepreneurs in the tourism sector. It collaborates with Indigenous communities to preserve traditions while fostering economic growth. The organization engages in destination marketing to promote Indigenous tourism experiences to both domestic and international audiences. It also partners with stakeholders like Travel Alberta to enhance tourism infrastructure and visibility.

ITA facilitates access to guided tours, accommodations, and cultural experiences, all led by Indigenous operators. The organization targets domestic and international travelers seeking authentic cultural connections and works with travel trade partners to integrate Indigenous experiences into broader tourism offerings.