Real Talk With Brenda Baptiste
While the entire tourism and hospitality industry has suffered since the COVID-19 pandemic, Canada’s Indigenous Tourism sector has also suffered. Thankfully, BC has found a strong navigator in Brenda Baptiste, Chair of Indigenous Tourism Association BC. For the past 25 years Brenda has been instrumental in her efforts to grow Indigenous tourism by 20% year-over-year. Brenda has her hands full between serving on the Coalition of BC Tourism & Hospitality Businesses and the Board for Tourism Industry Association of British Columbia but she made time to speak with us about her leadership journey and the importance of Indigenous Tourism.
When you look back on your career, what helped you strive to senior leadership roles? What pushed you?
I must admit, I did not even consider a leadership role in any field, it just happened. However, during my career the driving force has always been to meet the needs of my family and the Osoyoos Indian Band community. At the beginning of my career, I was working in health as a Long-term Care Aide, then later as a registered nurse. During this time, I was a single mom and working shift work at a job that barely covered our expenses, so I knew that if I wanted to increase my income, I was going to have to go back to school and become a nurse. I also noticed that Indigenous people were not accessing health programs; and often did not have the resources (e.g. gas, car, etc.) to get to the services that our community needed. I was fortunate that the Osoyoos Indian Band was looking for a nurse to head up their community based health program, such as Elder care. The leadership challenged me to build a community based health program that would meet the needs of the community.
What are some of your most memorable and proud career highlights to date?
There are a few that stand out. Supporting the Osoyoos Indian Band leadership in building a community based health program that would serve the needs of all members of the community. This foundation has continued to thrive under the leadership of others, and is a model of Indigenous health service delivery.
Supporting the growth of Indigenous Tourism in British Columbia. This organization was founded by a visionary group of leaders that believed that Indigenous tourism would be an economic driver and a catalyst for cultural revitalization that would be accessible to all Indigenous communities in BC. I was fortunate and honored to be asked to participate on this board. With our partners, Destination BC, Indigenous Services Canada and Western Diversification, Indigenous Tourism BC launched the Blueprint Strategy which continues (after 20 years) to be a pivotal touchstone for the continued growth and success of Indigenous tourism in BC. Since then, Indigenous tourism has grown by 20% every year, and has been instrumental in supporting the start and growth of Indigenous community based businesses, and entrepreneurs.
2010 Olympics - During the 2010 Olympic Games, I completed the role of Director, Aboriginal Business Showcase for the Four Host Nations, as part of the programming for the 2010 Aboriginal Pavilion which hosted over 500 Aboriginal businesses and artisans from throughout Canada.
I was humbled and honoured to win the Order of BC 2021 – this work is the result of so many visionary and dynamic leaders, including the ITBC Board of Directors, and the ITBC team that has committed so much time, energy and innovation to this vision.
You have been a pivotal force for collaboration and a clear road map for future growth for Indigenous Tourism. What do you think has helped British Columbia to be a leader in Indigenous Tourism in Canada?
Out of approx. 600 Indigenous nations – BC is home to 200+ of these. We have a richness of culture and incredible diversity that allows our guests to explore a different Indigenous experience anywhere in this province. Plus we have built an incredible pool of partnerships on both the federal and provincial levels that have been with us since the beginning and continue to support this growth.
What is needed to move the dial for women in hospitality and tourism to push for parity in senior leadership roles, particularly for those identifying as BIPOC who face even greater barriers?
Opportunity. There are incredible leaders in the making for Indigenous people just waiting for the opportunity to succeed and lead. As Canada’s youngest population, we have the workforce and now need to build the capacity of this youth.
What words of advice do you have for women in our industry, who may be considering a different career path right now?
Tourism and hospitality are so diverse that there are incredible opportunities to stay within the industry; and it may take a lateral move approach to try something new. Challenge yourself to take on another role and you may be surprised that you love it.
Can you talk about one woman who has impacted your life and career?
My grandmother was the most important influence on my life, and her teachings continue to drive my life and career decisions today. She was the one that taught me about Okanagan cultural values and principles, and the importance of spirituality in one’s life. She also taught me about the importance of gratitude and that no one achieves anything alone. She also encouraged me to try new things, especially those things that intimate me because even if I fail, I will have learned something.
A recent study done by the Indigenous Tourism Association of Canada using Destination Canada’s recovery model, projects that it will take until 2028 for Indigenous tourism to return to peak 2019 levels of employment and GDP. How can our readers help to support the recovery of indigenous tourism in British Columbia?
Donate, shop, and support Indigenous people in communities to build strong economies. This helps to fight the financial inequities, and provide the resources to begin restoring cultural programming. Purchase Indigenous art. Eat at Indigenous restaurants. Tour with Indigenous guides. Stay at Indigenous accommodations. Invest in Indigenous.
What indigenous tourism experiences or destinations do you recommend checking out this Fall?
Nkmip Desert Cultural Centre – Osoyoos BC
Takaya Tours – North Vancouver
Talaysay Tours – Vancouver
Please check our website for others – IndigenousBC.com
About Brenda Baptiste
As a member of the Osoyoos Indian Band, Brenda graduated as a Registered Nurse specializing in Indigenous health with a focus on community development, and worked with the Osoyoos Indian Band in the area of community health.
Later, she was the responsible for the development of the Nk'Mip Desert Cultural Centre, which includes an incredible state of the art exhibit centre, retail shop and 4 km of outdoor trails and exhibits. Brenda continues to support the Osoyoos Indian Band in the marketing and development of the Centre.
For the past 16 years, she has been the Chair of the Indigenous Tourism Association of British Columbia. Brenda's focus is to actively promote tourism as a foundation for socio-economic development for Indigenous communities, and has committed her energy to the development and promotion of the tourism industry within B.C. More recently, she was appointed as an active member of the B.C. Taskforce for Tourism which developed recommendations to support tourism recovery during the COVID pandemic.
Brenda also is an active board member for the Tourism Industry Association of British Columbia, and continues to advocate, support business, social and cultural development for all people in British Columbia. And actively participates in the Coalition of BC Tourism & Hospitality Businesses which provides support and advice on COVID related economic recovery strategies.
During the 2010 Olympic Games, Brenda completed the role of Director, Aboriginal Business Showcase for the Four Host Nations, as part of the programming for the 2010 Aboriginal Pavilion which hosted over 500 Aboriginal businesses and artisans from throughout Canada.
Brenda has also held the position of Chief Administration Officer for the Tsleil-Waututh First Nation, a challenging role that included working with the leadership, staff and community in the area of economic development, social and community development, administration and governance.
Brenda has worked to advance Indigenous Tourism in British Columbia for 25 years. She has worked with provincial and federal partners to ensure that the profile and resources for Indigenous tourism are improved; and that cultural integrity and sovereignty are central for all developments.
Brenda is honored and humbled to have been awarded the Order of BC in 2021 for her work in Indigenous Tourism.