Cree Outfitting and Tourism Association Achieves Silver Certification for Sustainable Tourism

The Cree Outfitting and Tourism Association (COTA) has made history as the first Indigenous Destination Management Organization (DMO) in North America to earn a Silver Business Certification for sustainable tourism through GreenStep’s internationally recognized program.

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A Milestone for Indigenous-Led Tourism in Canada

Based in Eeyou Istchee, Northern Quebec, COTA has spent decades leading with purpose. Shaped by community voices more than 25 years ago, COTA’s mission is to “develop and implement a collective vision for a world-class, sustainable tourism industry in Eeyou Istchee.” This certification reaffirmed that commitment.

“This Sustainable Tourism reaffirmed our commitment to safeguard Cree land, communities, and culture for future generations,” said Anderson Jolly, President of COTA. “GreenStep’s certification process sparked important conversations about how we engage people, serve our communities, and grow our tourism industry in a responsible, values-centred way. We were incredibly proud of this achievement and more motivated than ever to continue learning and advancing our sustainability journey.”

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Certification Rooted in Global Standards

To achieve Silver Business Certification, COTA completed a rigorous third-party assessment aligned with the Global Sustainable Tourism Council (GSTC) criteria and the United Nations Sustainable Development Goals (SDGs). The evaluation covered key aspects of tourism sustainability, including cultural integrity, environmental impact, and community benefits.

“We were so excited to celebrate the Cree Outfitting and Tourism Association as the first Indigenous destination management organization in Canada to achieve GreenStep’s Silver Certification for sustainable tourism,” said Angela Nagy, President and CEO of GreenStep. “This fully reflected COTA’s commitment to stewardship, cultural integrity, and community leadership. This milestone demonstrated how Indigenous-led tourism, and authentic, values-based sustainability could be embedded at the heart of a DMO’s vision and operations.”

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Industry Leaders Applauded COTA’s Achievement

COTA’s certification drew praise from across the Indigenous and sustainable tourism sectors:

“The Indigenous Tourism Quebec team salute this remarkable achievement by the Cree Outfitting and Tourism Association (COTA). Achieving GreenStep’s Silver Certification is a testament to Indigenous leadership in sustainability. COTA has always been proactive and has long oriented its actions in line with the principles of sustainable tourism. This is why it is now a true leader in this field. We are proud and inspired by how far we have come.”
— Patricia Auclair, Acting Executive Director of Indigenous Tourism Quebec

“Congratulations to the Cree Outfitting and Tourism Association (COTA) for becoming the first Indigenous Destination Management Organization in North America to receive GreenStep’s Silver Certification. This notable achievement is a powerful example of leadership in our sector. Through collaboration, GreenStep is helping Indigenous tourism businesses access the tools and support they need to grow responsibly—respecting sustainability in all its forms: social, cultural, environmental, and economic.”
— Keith Henry, President and CEO of the Indigenous Tourism Association of Canada

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Looking Ahead: Responsible Travel in Eeyou Istchee

As part of its certification, COTA will undergo a reassessment every three years to track progress and support continuous improvement. Their work sets a precedent for how DMOs can embed Indigenous values, cultural respect, and environmental stewardship at the core of destination development.

This achievement also reinforced the role of responsible tourism in shaping Canada’s future. Eeyou Istchee continues to grow as a destination known for its cultural depth, pristine landscapes, and commitment to sustainability.

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🔗Read COTA’s full announcement