As part of an Indigenous Awareness Day focused on the tourism sector, the Abenaki community of Odanak officially unveiled the new brand identity of Tourisme Odanak. This meaningful initiative aligns with a broader effort to promote cultural appreciation and foster responsible tourism development across the ancestral Abenaki territory known as Ndakina.

Hosted at Camping Abenaki Aventure, the event brought together community members, tourism partners, and institutional stakeholders who came to immerse themselves in the richness of Abenaki culture. The program included awareness workshops, cultural presentations, demonstrations of traditional knowledge, musical performances, tastings of traditional foods, and discussions about integrating Indigenous content into the regional tourism offering.

A brand identity rooted in Abenaki heritage
Created by the Abenaki digital agency Asban, based in Odanak, the new Tourisme Odanak brand identity reflects the spirit of the territory and its people with both authenticity and care. The logo incorporates several meaningful elements:

  • The sun, reflecting its special meaning for the Abenaki people and some historical interpretations of the word “W8banaki”
  • The Alsig8ntegw River (Saint-François River), once a central travel route for the Abenaki and still safeguarded by the community today.
  • Stylized trees, symbols of the natural diversity found throughout Ndakina.
  • A braided slope, referencing the descent to the river near the Abenaki Museum, honoring traditional basketry and the community’s entrepreneurial heritage.
  • Earthy colors, expressing the deep connection between the Abenaki people and their land.

A forward-looking vision
The creation of this brand identity is part of a major initiative launched in 2022 through the development of Odanak’s 2023–2025 Tourism Development Plan. Since the arrival of a tourism development advisor in May 2024, several key initiatives have been implemented, including the establishment of Tourisme Odanak and the development of strategic partnerships aimed at enhancing the community’s attractiveness.

Tourisme Odanak’s long-term ambitions include supporting Indigenous entrepreneurs in the tourism sector, creating a hotel, and launching a major project: the Société du réseau ÉCONOMUSÉE® (SRÉ), a heritage space dedicated to basketry, ash tree pounding, and Abenaki gastronomy.

“Recognizing the contributions of First Nations in tourism is important, but even more crucial is reflecting on how we are represented — because this speaks directly to our dignity, our healing process and our reclamation of of our ancestral connection”, said Rick O’Bomsawin, Chief of the Abenaki Band Council of Odanak.

A project supported by key partners
The creation of Tourisme Odanak and the organization of this awareness day were made possible through the financial support of Indigenous Services Canada (ISC) and the Indigenous Initiatives Fund of the Secrétariat aux relations avec les Premières Nations et les Inuit (SRPNI).

About Tourisme Odanak
Tourisme Odanak is an initiative of the Abenaki community of Odanak aimed at celebrating Indigenous cultural heritage, strengthening relationships between peoples, and promoting sustainable tourism grounded in respect, sharing, and authenticity.