#United States #Carson City #American Indigenous #AIANTA #Indigenous Tourism

The American Indigenous Tourism Association: A New Identity for a New Era

On October 13, 2025, a significant transformation was announced that marked a turning point in the support and promotion of Indigenous tourism across the United States. The American Indian Alaska Native Tourism Association (AIANTA) has officially rebranded itself as the American Indigenous Tourism Association, a shift that reflects its expansive mission to unify and celebrate the rich cultures of Indigenous peoples throughout the nation.

A Landmark Move on Indigenous Peoples' Day

This rebranding coincides with Indigenous Peoples' Day, symbolizing a renewed commitment to inclusivity and diversity for all Indigenous communities. Sherry L. Rupert, the Chief Executive Officer of the American Indigenous Tourism Association, emphasized that this name change is more than a rebranding; it serves as a declaration of their dedication to fostering unity among various Indigenous nations and cultures.
"While we cherish the foundational legacy of AIANTA, this new name enables us to embrace and represent the collective identity of Indigenous cultures under one powerful banner," Rupert remarked.

Vision and Mission

To honor and advocate for all Indigenous tourism operators and communities, the American Indigenous Tourism Association’s mission is to define, introduce, grow, and sustain a vibrant Indigenous tourism landscape that honors the traditions and values of Native peoples. This new framework positions the organization better to serve a broader audience and help Indigenous communities achieve economic self-sufficiency and cultural preservation.

Travis Owens, the Board President, echoed these sentiments, expressing pride in their new chapter while also highlighting the organization’s commitment to promoting and preserving Indigenous heritage. "The transition to American Indigenous Tourism Association symbolizes growth and a broader reach within the tourism sector," he said.

Economic Impact of Indigenous Tourism

The economic implications of Indigenous tourism are substantial, with Indigenous-owned hospitality businesses contributing a significant $11.6 billion annually to the U.S. tourism and hospitality sectors. These figures, as revealed in the Economic Impact of U.S. Indigenous Tourism Businesses Report, underline the importance of culturally rich tourism experiences that bolster not only individual communities but also the wider economic landscape of the United States.

For over 27 years, the association has served as a national advocate for Indigenous peoples in the cultural tourism arena, addressing systemic inequities and supporting Indigenous businesses through training and technical assistance. By uniting under the banner of the American Indigenous Tourism Association, they aim to maximize their advocacy efforts and enhance their visibility in the tourism industry.

Opportunities for Growth

The American Indigenous Tourism Association will provide essential resources for Indigenous Nations and communities interested in enhancing their tourism footprint, offering avenues for education, marketing, and capacity building. They are calling for allies and supporters to assist in this vital work by donating, ensuring that Native Nations can continue to thrive through tourism that respects their cultural heritages.

Those seeking more information can delve deeper into Indigenous culture through resources available at AmericanIndigenousTourism.org or discover various tourist offerings at DestinationNativeAmerica.com.

Conclusion

As the American Indigenous Tourism Association embarks on this journey, it not only celebrates the diverse cultures and traditions of Indigenous peoples but also affirms a commitment to inclusivity and economic empowerment that will echo through generations to come. The rebrand is a historic step that promises not just to uplift Indigenous voices but also to invite the world to engage more fully with Native cultures.