Thrive Tours is a winner at the 2025 Indigenous Tourism Association of Canada (ITAC) awards.
The Sault Ste. Marie company took home the Leading the Way in Sustainability Award during ITAC's annual tourism conference, held Feb. 25-27 in Montréal.
The prize, one of 10 handed out by the national tourism organization, recognizes a business committed to sustainability efforts, including social, cultural and environmental sustainability.
ITAC said it received more than 90 nominations from across the country for this year's awards.
Launched in 2021 by Amanda and Brad Robinson, Thrive Tours offers eco-tourism experiences for outdoor and adventure enthusiasts — hiking, canoeing, camping, and culinary experiences are among their popular services.
They also offer specialty group experiences including women's wellness adventures and teambuilding and leadership workshops.
The company has been acknowledged before, with an ITAC nomination in 2024 and a Rising Star Award from the Sault Ste. Marie Chamber of Commerce in 2022.