Jimmy Lulua is a past Elected Chief of Xeni Gwet’in First Nation. Today, he’s helping tourism businesses understand how to develop long-term relationships with First Nations based on trust. He shares how Bella Coola Heli Sports' commitment to Indigenous partnerships, environmental stewardship, and sustainable tourism is setting a new standard for the industry, blending adventure with respect for land and culture. He also discusses the evolving role of tourism operators in creating sustainable, off-the-beaten-path experiences that benefit both the local community and the environment.

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