We Are Still Here! Indigenous Legacy Amplified Through Tourism
Albuquerque, United States, February 10, 2025 / TRAVELINDEX / The World Travel & Tourism Council (WTTC) research report Supporting Global Indigenous Tourism forecasts the global Indigenous tourism sector will grow from US$44.86 billion in 2024 to US$67.05 billion in 2034. The report identifies the common challenges, shares case studies and best practices, and calls for effective policies.
Among the worldwide examples cited by the WTTC report is the American Indian Alaska Native Tourism Association (AIANTA) of the United States, voicing strongly on the Indigenous-led narratives. AIANTA’s research in conjunction with SMS Research in 2024 unveiled significant figures: American Indian, Alaska Native, and Native Hawaiian (AIANNH)-owned tourism firms generated $15.7 billion economic impact in 2019; from 2017 to 2020, the sector’s jobs increased 78.2%; tourism firms increased 230% to reach over 133,000. The report shed light on the enormity of this sector. “We Are Still Here!” is an affirming statement.
The Indigenous Tourism Leader: AIANTA
The Indian Affairs of the U.S. services 574 federally recognized tribes with approximately 2.5 million American Indian and Alaska Natives. Indigenous communities’ complex yet remarkable history and cultures represent a distinctive tourism market.
Healthy operations. Founded 26 years ago as the brainchild of a group of Indigenous tourism professionals, AIANTA is dedicated to advancing cultural heritage tourism in Native Nations. Sitting on various national boards, AIANTA’s CEO and President, Sherry Rupert, a Paiute and Washoe heritage, fearless and with good sense of humor, is a catalyst bridging the Indigenous travel trade and the outside world. Decades of efforts by AIANTA have made it a fast-growing travel trade association in the U.S.
Let the numbers speak: Since 2019, AIANTA’s memberships have increased by 42%, revenue increased by 66%, the budget grew by 284%, staffing grew from 8 employees to 15 and will reach 24, operational revenue increased by 228%, assets increased by 229%, and tribal profiles listed on NativeAmerica.travel increased by 284%. With the collective national efforts, one million international travelers visited Native communities in 2022, compared to 319,000 in 2021.
Uniting the Indigenous travel trade. Each of the Native Nations operates in sovereignty. To unite them under common goals, AIANTA delivers conferences, trade shows, educational webinars, toolkits, outreach, and research projects. The 26th Annual American Indigenous Tourism Conference was held in Marksville, Louisiana this past October, attended by representatives from 64 tribes and 28 Indigenous groups that share geography with 32 states. The theme, “Changing the Narrative,” underlined the importance of public perceptions and narratives led by Native people. The conference host, the Tunica-Biloxi Tribe, showcased its community, cultural assets, and amazing state-of-the-art conservation & restoration lab. Paragon Casino Resort, a 500+ room casino with a convention facility, gathered all neighboring tribes to celebrate unity.
Public policies are foundational to supporting Indigenous tourism development, especially given the convoluted historical background of the U.S. In 2016, the Native American Tourism & Improving Visitor Experience (NATIVE) Act was signed into law to support the self-sufficiency of Native-led tourism activities. Being a national facilitator, AIANTA has been working with the government to deliver resources for job creation and tourism expansion. Subsequently, an AIANTA survey in 2021 found nearly 70% of tribal respondents expected tourism revenues to improve greatly or somewhat in the coming year.
Building partnerships. AIANTA continues to strengthen the public & private partnerships. At the 26th conference, a strong public & private organizational contingent was present, including the National Travel & Tourism Office, the Office of Indian Economic Development, the U.S. Forest Service, and the trade associations: Adventure Travel Trade Association, National Tour Association, International Inbound Travel Association. Platinum Sponsor Brand USA has supported/sponsored AIANTA programs over the past decade, notably an annual AIANTA-Brand USA familiarization tour. Other sponsors included major U.S. destinations, suppliers, Native Nations, and tribal media.
On the international front, a collaboration platform came to fruition as AIANTA entered a new partnership with the Indigenous Tourism Association of Canada and New Zealand Māori Tourism. One year in the making, the three leading global Indigenous tourism organizations created the platform, Destination Original Indigenous Tourism (DO-IT), with the mission to provide leadership in developing/marketing authentic Indigenous tourism destinations.
Think Global. Act Local. The website NativeAmerica.travel established by AIANTA, showcases itineraries, events and maps, covering all 12 Indigenous territories and searchable in 11 languages to welcome international tourists.
Captivate Indigenous Tourism Offerings
My travels have taken me to hike the Monument Valley Tribal Navajo Park in Utah, surrounded by the striking red sandstone formations; to Taos Pueblo in New Mexico—a UNESCO site, marveling at the intricacy of multi-storied residential structures built by sun-baked adobe; to play Stickball and wave basket at Tunica-Biloxi Tribe in Louisiana… Still, there is much more to explore: vibrant powwows, wildlife viewing, rafting/kayaking, stargazing, homestays, cookouts, or enjoying “three sisters stew,” … A few more are on my must-do list:
Native horse relay. Horse relays trace back to the 1900s. The modern-day Championship of Champions are Indian horse relay races with regional races leading up to the final in Casper, Wyoming. A team rider rides on bare horseback and must change horses every lap. After three laps and two exchanges, the fastest team wins. The event includes all divisions: women, juniors, youth, kids (starting 6 years old). It highly challenges horsemanship, and ultimately tests bravery/commitment—the true Indigenous fighting spirit. It’s a thrill to watch!
Native art. Exquisite! Expressive! Marvelous! Indigenous art creativities are reflected in various art forms: jewelry making, beadwork, pottery, sculpting, basketry, woodcarving, paintings/drawings, etc. Amazingly, tribal citizens all seem to participate actively in one way or another. Increasingly, some contemporary artists emerge to become more influential, furthermore iconic; for instance, the multicolored glass artwork Raven and the Box of Daylight by Tlingit artist Preston Singletary is nationally recognized. The giant glow and dazzling pieces all tell heartfelt Tlingit tribal stories. Getting up close to observe the exhibits, I could sense powerful vibes released by the pieces—they were speaking to me.
Art is an integral part of Indigenous tourism. The Santa Fe Indian Market in New Mexico attracts 100,000 visitors annually with an economic impact of $165 million. Indian trading posts across the U.S. promote art appreciation and the commercialization process.
Native fashions. Native fashion designs have long been recognized by some sharp business eyes. For generations, Native-inspired moccasin shoes have been the bestsellers in shopping malls. In 2023, Polo Ralph Lauren teamed up with Navajo textile artist Naiomi Glasses to market splendid designs. The Indigenous expressive styles, vivid colors, and the use of sustainable materials have all become more attractive to modern-day consumers.
The first Native Fashion Week (SNFW) took place in 2024, alluring nationwide Native designers, models, buyers, tourists. Native fashion tourism not only represents a unique linkage of culture, creativity, and economic opportunity but also brings joyous entertainment to visitors.
Hiking & camping. The biggest asset Indigenous people have is the land. They see themselves as land caretakers. Hiking is a great way to understand their fundamental values and lifestyles. Among the countless trails, long or short, are the U.S. renowned Triple Crown Trails—Appalachian Trail (across 14 Eastern states), Continental Divide Trail (across Mountain West), and Pacific Crest Trail (across the West)—each offers diverse natural, interpersonal, and physical experiences. Look for tribal-guided hiking tours or be truly respectful of the tribal sovereignty rights if hiking on your own.
Community Sustainability at the Core
Tourism in Native communities directly impacts at least 13 of the 17 United Nations Sustainable Development Goals, including Decent work & economic growth (#8), Sustainable cities & communities (#11), Life on land (#15). Blessed by the natural environment, tourism would be the best solution for Native countries’ social & economic empowerment/conservation. Cultural tourism, eco-tourism, agritourism, adventure travel, and geo-tourism, with community-based tourism as the anchor, all could blossom to support communities’ sustainable growth.
Research shows nearly two-thirds of global travelers want to travel more sustainably, according to joint research by the Adventure Travel Trade Association and Switzerland Tourism. Accordingly, the travel industry is reformulating travel experiences to meet such desires. Sustainability certification programs offered by Travelife, B Corp, and others all aim at aligning the travel industry with sustainable tourism practices.
The U.S. Indigenous communities receive support and resources from various avenues. AIANTA keeps the communities informed of the grants and other available resources. Under a cooperative agreement, AIANTA and the National Park Service jointly develop Indigenous heritage content. The 4,900 miles Lewis & Clark National Historic Trail project, for instance, resulted in the content-rich LewisandClark.travel website with itineraries/attractions connecting the tribal lands across 16 states. Lewis & Clark Trail Heritage Foundation is another contributor dedicated to preserving the trail’s heritage.
Indigenous initiatives could generate the best sustainability outcome, given their ability to pinpoint the key issues. Take the Eastern Band of Cherokee Indians (EBCI) in North Carolina as an example. The EBCI built the 11-mile-long Fire Mountain Trail in 2017, making it the only free-use e-bike trail in Western N.C. It’s boosted new services and bike race events and captures a portion of the 14 million visitors to the Great Smoky Mountains National Park. While EBCI becomes more vibrant, the citizens who participate in biking also see obvious health benefits, especially in combating obesity/diabetes. More excitingly, a study found that the trail generates a $1.5 million economic impact annually, all feeding back directly to EBCI. The $450,000 initial investment continues to generate encouraging returns on all fronts.
Sustainable development calls for joint efforts by public policies and all stakeholders. ASEAN Community Based Tourism Standard (ISBN 978-602-0980-77-5) is a 270-page guideline regarding this area. In 2016, the Association of Southeast Asian Nations (ASEAN), a 10-country intergovernmental organization, released this document. By prioritizing community sustainability as the number one goal, it provides principles, performance criteria, checklists, and more, covering all tourism service types. It’s a practical framework to refer to.
Next year the United States will celebrate its 250th birthday. Indigenous communities across the U.S. will showcase their cultures/heritages through mage tourism events. “We are still here!”—The storytelling will be in stronger Indigenous voices.
Haybina Hao reporting for Travelindex on travel, agritourism, adventure travel, destinations.
Haybina is an international travel industry journalist and reports in both Chinese and English.