Three Leading Global Indigenous Tourism Organizations Unite to Formalize New Partnership

The Indigenous Tourism Association of Canada, New Zealand Māori Tourism and the American Indian Alaska Native Tourism Association formalize new endeavor—Destination Original Indigenous Tourism—at the 26th Annual American Indigenous Tourism Conference.

At the end of October, the American Indian Alaska Native Tourism Association (AIANTA), the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the U.S., kicked off its 26th Annual American Indigenous Tourism Conference (AITC) at Paragon Casino Resort in Marksville, Louisiana on the tribal homelands of the Tunica-Biloxi Tribe of Louisiana and formalized a new global Indigenous tourism partnership a year in the making.

AIANTA CEO Sherry L. Rupert (Paiute/Washoe) opened the signature event with a powerful keynote address surrounding the 2024 AITC theme "Cultural Tourism: Changing the Narrative." The focus comes at a critical time as Indigenous tourism is on the rise and American Indian, Alaska Native and Native Hawaiian-owned hospitality businesses contribute $15.7 billion in annual sales to the tourism and hospitality sector in the U.S., according to the Economic Impact of U.S. Indigenous Tourism Businesses Report (produced by AIANTA in partnership with Honolulu-based SMS Research).

"It is a pivotal moment for Indigenous peoples as they assert their agency, share their stories authentically, and showcase their rich cultural heritage," Rupert said. "This AITC underscores the transformative journey of native nations and communities in reshaping the narrative that has long been shaped by external forces.

"The narrative, once crafted and disseminated by others, is now being reclaimed and redefined by Indigenous voices themselves. This paradigm shift signifies a departure from the outdated notion of representation without participation; instead, it heralds a new era of collaboration and ownership, where Indigenous perspectives, rooted in centuries-old traditions and wisdom, take center stage."

To underscore the importance of inclusive Indigenous tourism and cultivating partnerships, a commitment pledge was signed by leaders from the Indigenous Tourism Association of Canada, New Zealand Māori Tourism and AIANTA, as the three leading global Indigenous tourism organizations united to formalize the new endeavor, Destination Original Indigenous Tourism (DO-IT). The idea of the organization was first publicly discussed at AIANTA's 25th AITC last October, and now the vision became a reality as Rupert—along with Keith Henry, President & CEO of the Indigenous Tourism Association of Canada; and Dale Stephens, Chair of New Zealand Māori Tourism Board—formalized the organization during a keynote panel.

During the conference, AIANTA previewed a few projects several years in the making that are near completion including AIANTA's partnership with the Juan Bautista de Anza National Historic Trail, a one-of-a-kind partnership with the National Park Service, as AIANTA chronicles the tribal destinations and Indigenous place names located on or near the Juan Bautista de Anza National Historic Trail.

AIANTA also unveiled the Great Basin tribal artwork selected for the California National Historic Trail poster. The partnership with the Bureau of Land Management supports cultural tourism development and will formally debut in December.

The national nonprofit also continues to celebrate and build upon its 26 years of strategic partnerships across Native Nations and communities, federal, state, and the travel industry as together they facilitate a thriving Indigenous tourism industry. Among those partners, keynote speakers at AITC included:

• Chairman Marshall Pierite, Chairman & CEO, Tunica-Biloxi Tribe of Louisiana
• Keith Henry, President & CEO, Indigenous Tourism Association of Canada
• Dale Stephens, Chair, New Zealand Māori Tourism Board
• Catherine Prather, CTP, President, National Tour Association
• Lisa Simon, CEO, International Inbound Travel Association
• Peter Dodge, Director of Public Affairs, Brand USA
• Curt Cottle, Senior Policy Advisor/Team Lead for Outreach and Engagement, National Travel & Tourism Office, U.S. Department of Commerce
• Erik Stegman, CEO, Native Americans in Philanthropy
• Lora Ann Chaisson, Principal Chief, United Houma Nation & AIANTA Board of Directors Vice President

"AITC is more than just a conference to us—it's a highly-anticipated annual touch point that provides Indigenous peoples and our partners across multiple industries an inspirational assurance that we are on this journey together and the future of travel is bright for Indigenous tourism," said Rupert.

Native Nations and communities who are looking to start or expand their cultural tourism footprint can find resources at aianta.org and visitors interested in learning more about Native culture can visit nativeamerica.travel.

Courtesy of Groups Today.

Main Photo Courtesy of AIANTA.

Pictured L to R: Travis Owens, Vice President of Cherokee Nation Cultural Tourism and president of AIANTA's board of directors; Chairman Marshall Pierite, Chairman & CEO, Tunica-Biloxi Tribe of Louisiana; and Sherry L. Rupert, CEO of AIANTA at the 26th Annual American Indigenous Tourism Conference.

Photo courtesy of AIANTA.