Published on
October 25, 2025
By: Paramita Sarkar
Samantha Bradley, the Provincial and Territorial Engagement Manager with the Indigenous Tourism Association of Canada (ITAC), has been appointed to the Board of Directors of the Bill Reid Foundation. This move highlights her ongoing commitment to Indigenous culture and contemporary art, bringing her wealth of experience in Indigenous tourism and partnerships to the forefront of Canada’s cultural landscape.
What Is the Bill Reid Foundation and Why Is It Important?
The Bill Reid Foundation was established in 1999 to honor the legacy of Bill Reid, one of Canada’s most renowned Indigenous artists, and to celebrate the diverse cultures of the Northwest Coast. The foundation’s mission includes promoting contemporary Indigenous art and fostering a deeper understanding of Indigenous cultural heritage. A significant milestone for the foundation came in 2002, when Dr. Martine Reid donated the Bill and Martine Reid Collection to help establish the Bill Reid Gallery in Vancouver, Canada’s only public gallery dedicated to contemporary Indigenous art of the Northwest Coast.
Through the gallery and other initiatives, the Bill Reid Foundation plays a critical role in preserving and promoting the cultural richness of Indigenous communities in Canada. The organization has become a pivotal space for exhibiting the work of Indigenous artists, particularly those from the Northwest Coast, and it continues to foster appreciation for Indigenous art both within Canada and internationally.
Who Is Samantha Bradley and What Does She Bring to the Board?
Samantha Bradley is a prominent figure in the Indigenous tourism sector, with more than eight years of experience in the field. A member of the Haida Nation, Bradley hails from the Yahgujaanas Xaadee clan of the village of Dadens. Her long-standing involvement in Indigenous tourism includes building relationships with key stakeholders across the country, from global travel media to provincial and federal government partners.
Bradley’s journey into tourism began in Haida Gwaii, a region rich in Indigenous history and culture. There, she worked for Westcoast Resorts and the Haida Corporation’s Haida Tourism company, where she gained invaluable experience in marketing and tourism development. Over time, Bradley’s career expanded to involve a broader scope of work with ITAC, helping to promote Indigenous tourism across Canada.
Now based in Vancouver, Bradley’s work with ITAC continues to strengthen the relationship between Indigenous communities and the tourism sector. Her role with ITAC involves engaging with provincial Indigenous tourism organizations, developing partnerships with the travel industry, and increasing the visibility of Indigenous tourism.
Why Did Bradley Join the Bill Reid Foundation Board?
Bradley’s appointment to the Bill Reid Foundation’s Board of Directors is seen as an extension of her dedication to Indigenous arts and culture. Her experience in tourism and marketing has equipped her with the tools to help elevate the foundation’s presence and amplify Indigenous voices in the art world.
By joining the board, Bradley aims to further the foundation’s mission of celebrating the Northwest Coast’s cultural diversity through the work of Indigenous artists. She is excited to contribute to the gallery’s continued success and to promote contemporary Indigenous art as a significant part of Canada’s cultural fabric.
How Does This Appointment Align with ITAC’s Goals?
As ITAC’s Provincial and Territorial Engagement Manager, Bradley has worked tirelessly to foster sustainable Indigenous tourism in Canada. Her work with ITAC is aligned with promoting cultural awareness, economic development, and respect for Indigenous traditions and knowledge. ITAC plays an instrumental role in advancing Indigenous tourism across the country by helping communities develop tourism initiatives that respect and celebrate Indigenous cultures.
Bradley’s new role with the Bill Reid Foundation complements her ITAC work by furthering her advocacy for Indigenous arts and culture. By strengthening her ties to the Bill Reid Foundation, she is helping bridge the gap between the tourism sector and the broader Indigenous art community, encouraging more recognition and support for Indigenous artists across Canada.
What Is the Significance of This Appointment for Indigenous Art and Tourism?
This appointment marks a pivotal moment in the relationship between Indigenous art, tourism, and cultural preservation. Bradley’s unique perspective as a member of the Haida Nation and as a leader in the Indigenous tourism sector brings a fresh viewpoint to the foundation’s board, helping to ensure that Indigenous art and culture remain at the forefront of Canada’s national dialogue. Her work aims to make Indigenous art more accessible and appreciated while simultaneously supporting Indigenous communities in their journey toward cultural and economic sustainability.
The appointment also highlights the growing intersection of tourism and art in the Indigenous community. As more tourists seek authentic experiences that showcase Indigenous culture, it becomes increasingly important to create spaces that both honor and promote Indigenous traditions. The Bill Reid Foundation’s focus on contemporary art allows for this vital conversation to take place in a way that is meaningful and impactful.
How Does the Bill Reid Foundation Support Indigenous Artists?
The Bill Reid Foundation, through its gallery and other initiatives, supports Indigenous artists by providing them with a platform to showcase their work. The gallery regularly hosts exhibitions of contemporary Indigenous art from across the Northwest Coast, presenting pieces that span various artistic mediums, including sculpture, painting, jewelry, and textiles. The foundation’s commitment to the preservation and promotion of Indigenous art ensures that Indigenous cultures continue to thrive and be celebrated by both Indigenous and non-Indigenous audiences alike.
Through collaborations, exhibitions, and educational programs, the Bill Reid Foundation plays an essential role in preserving the artistic traditions of the Northwest Coast while fostering a deeper understanding of Indigenous cultural heritage. As a new member of the foundation’s board, Bradley is committed to continuing this important work.
Conclusion
Samantha Bradley’s appointment to the Bill Reid Foundation Board of Directors is a significant step in the ongoing effort to promote and celebrate Indigenous art and culture. With her experience in Indigenous tourism and her passion for cultural advocacy, Bradley is poised to help shape the future of the Bill Reid Foundation and continue its vital work in supporting Indigenous artists across Canada. This collaboration marks a new chapter in the relationship between tourism and art, bringing forward new opportunities for Indigenous communities and further solidifying their place in Canada’s cultural narrative.
