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WestJet Airlines has formed a new partnership aimed at helping to grow Canada’s Indigenous tourism sector, a move that could lead to the airline selling authentic cultural tourism packages to Europeans and other international visitors.

The Calgary-based airline announced earlier this week that it has signed a three-year, $100,000 deal with the Indigenous Tourism Association of Canada (ITAC), an Indigenous-led non-profit organization that markets travel experiences and tours offered by Indigenous peoples, communities and businesses across the country.

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The deal will see WestJet collaborate with ITAC on marketing materials and videos that will highlight Canada’s Indigenous cultures and communities in the WestJet magazine and on the airline’s inflight entertainment system.

WestJet will also work with ITAC to help existing Indigenous-led tourism businesses enhance and develop their products — with an international visitor in mind.