MARKSVILLE, LA – The American Indian Alaska Native Tourism Association (AIANTA) kicked off its 26th annual American Indigenous Tourism Conference (AITC) at Paragon Casino Resort in Marksville, LA, on the tribal homelands of the Tunica-Biloxi Tribe of Louisiana, where it formalized a new global Indigenous tourism partnership a year in the making.
Sherry L. Rupert, AIANTA CEO, opened the signature event with a keynote address surrounding the 2024 AITC theme “Cultural Tourism: Changing the Narrative,” which comes at a critical time in the tourism industry 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,” said Rupert. “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 This paradigm shift signifies a departure from the outdated notion of representation without participation; instead, it heralds a new era of collaboration and ownership, where Indigenous perspectives, rooted in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 anniversary AITC in Durant, OK, last October, and now the vision has become a reality as Sherry L. Rupert, AIANTA CEO; 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.
This week, AIANTA will showcase several long-term projects nearing completion, including its partnership with the Juan Bautista de Anza National Historic Trail. This unique collaboration with the National Park Service documents tribal destinations and Indigenous place names along or near the trail. Additionally, AIANTA unveiled the Great Basin tribal artwork chosen for the California National Historic Trail poster, a project with the Bureau of Land Management to support cultural tourism development, which will officially debut in December.
The national non-profit 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 this week include:
- 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, the destination marketing organization of the U.S.
- 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 touchpoint 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.