AIANTA and Destinations International Unite to Expand Indigenous Tourism Footprint Across the U.S.
In a landmark move to elevate Indigenous tourism and cultural representation across the United States, the American Indian Alaska Native Tourism Association (AIANTA) has entered a two-year strategic partnership with Destinations International, the world’s largest resource for destination marketing organizations. This unprecedented alliance, formalized during the 2025 Destinations International Annual Convention in Chicago, Illinois, signifies a major turning point in the effort to integrate Native American, Alaska Native, and Native Hawaiian tourism experiences into mainstream U.S. and global travel narratives.
Strengthening Cultural Tourism Through Strategic Collaboration
AIANTA, the only national organization exclusively focused on promoting cultural heritage tourism within Native communities, brings nearly three decades of advocacy and education to the partnership. Destinations International, with its expansive network of over 9,000 tourism professionals and 750 destinations across 23 countries, offers unmatched global visibility and influence in destination marketing.
The agreement promises mutual cooperation in co-developing educational resources, training programs, and outreach strategies that will benefit Indigenous tourism providers and destination marketers alike. This partnership aligns with both organizations’ shared mission to foster diverse, inclusive, and authentic travel experiences.
Indigenous Tourism’s Powerful Economic Role
The partnership comes at a time when Indigenous tourism in the U.S. is booming. A recent survey by AIANTA and SMS Research revealed that Native-owned tourism enterprises generate an estimated $11.6 billion annually, a figure that underscores the sector’s immense economic potential.
From heritage sites and cultural centers to Native-owned lodges and culinary experiences, tribal tourism enterprises contribute not only to local job creation but also to the preservation of traditional knowledge, languages, and landscapes. As tourism demand rebounds post-pandemic, Native communities are seizing the opportunity to offer travelers meaningful, community-led experiences rooted in deep cultural significance.
Access to a Global Platform for Indigenous Voices
Through this alliance, Indigenous tourism providers will gain new platforms for promotion and engagement, including participation in Destinations International’s conferences, destination strategies, and global tourism initiatives. AIANTA, in turn, will offer its cultural expertise to ensure that Indigenous voices are authentically represented and that tourism development aligns with tribal values.
“This collaboration allows us to expand our message globally while continuing to serve and uplift Native communities at the grassroots level,” said Sherry L. Rupert, CEO of AIANTA. “Together, we’re building a framework for tourism that is inclusive, sustainable, and respectful of our cultural legacies.”
Longstanding Advocacy for Tribal Tourism Equity
Now in its 27th year, AIANTA has long played a pivotal role in shaping national conversations around tribal tourism equity and inclusion. One of its most significant achievements is the successful promotion and implementation of the NATIVE Act—the Native American Tourism and Improving Visitor Experience Act—which mandates greater federal support and coordination for Native tourism development.
Through a combination of technical assistance, funding navigation, workforce development, and training workshops, AIANTA empowers Native entrepreneurs and tribal governments to build culturally appropriate, economically viable tourism models.
Additionally, AIANTA’s consumer-facing platform, www.nativeamerica.travel, invites travelers to explore destinations and experiences offered directly by tribal communities. Whether it’s hiking through Navajo lands, attending a Pow Wow in the Great Plains, or learning about Native Hawaiian voyaging traditions, the platform serves as a gateway to authentic Indigenous travel experiences.
Destinations International: A Catalyst for Inclusion
With a purchasing power of $3.5 billion, Destinations International plays a critical role in shaping the travel and tourism industry’s future. The organization advocates for equity, diversity, and inclusion through its strategic initiatives, making it a fitting partner for AIANTA’s long-standing vision of redefining how Native tourism is marketed and consumed.
“AIANTA’s cultural leadership and local expertise are exactly what our industry needs as we work to make tourism more representative and responsible,” said Don Welsh, President and CEO of Destinations International. “This partnership is about ensuring Indigenous stories are part of the broader tourism narrative in a meaningful and impactful way.”
A Blueprint for Inclusive, Sustainable Travel
As the global tourism industry grapples with issues of cultural appropriation, sustainability, and community impact, the AIANTA–Destinations International alliance offers a timely and visionary model. By amplifying Native voices, fostering educational partnerships, and promoting ethical travel experiences, this collaboration paves the way for a new era of inclusive tourism in the United States.
From tribal heritage sites and eco-tourism lodges to language revitalization tours and artisan cooperatives, Native communities are ready to share their stories—with travelers who value authenticity, respect, and connection.
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