Today, the American Indigenous Tourism Association, the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the United States, kicked off its 28th Annual American Indigenous Tourism Conference (AITC) at Tulalip Resort Casino in Tulalip, Washington, on the tribal homelands of the Tulalip Tribes.
The signature event, themed “Indigenous Tourism: Sovereignty in Action,” immediately underscored how Native Nations and communities continue to exercise their inherent right to self-govern – protecting homelands, nurturing economic opportunity, and exercising authority over how cultural narratives are shared with the world.
“For 28 years, the American Indigenous Tourism Conference has brought our communities together to declare a fundamental truth: Indigenous tourism is sovereignty in action,” said Sherry L. Rupert (Paiute/Washoe), CEO, American Indigenous Tourism Association. “From emerging technologies to place-based cultural sharing, American Indigenous communities are out front driving the future of hospitality. We are proud to bring together over 400 leaders and partners on the homelands of the Tulalip Tribes to strengthen our collective voice, protect our cultural identities, and grow economic opportunities across Native Nations and communities.”
Sovereignty in Action: Native-Led Tourism and Innovation
This week, the association will demonstrate sovereignty in action across Native Nations and communities through impactful discussions, keynotes, and host-led experiences:
AI & Innovation in Destination Marketing: Janette Roush, Chief AI Officer and SVP of Innovation at Brand USA, will take the stage with CEO Rupert to discuss how emerging technologies are changing destination discovery and how Native Nations can utilize digital tools while maintaining control over their stories and cultural identity.
Host-Led Cultural Workshops: In an exciting shift to the conference curriculum, signature Cultural Workshops are now fully integrated into programming, inviting attendees to learn through place and community across the Tulalip Reservation and Lummi Nation. Experiences include Coast Salish history tours, cedar weaving, artifact preservation at Hibulb Cultural Center, and a traditional salmon lunch at the Lummi Stommish Grounds.
Empowering Indigenous Artists: The conference features the Business of Art Seminar and Native Art Market, dedicated to helping Native Nations develop programs that serve Indigenous creators and turn cultural storytelling into sustainable economic enterprise.
Celebrating 28 Years of Strategic Partnerships: The American Indigenous Tourism Association’s 28th anniversary reflects its unwavering dedication to facilitating a thriving Indigenous tourism industry through strategic partnerships. More than 65 keynote and session experts will address attendees at this week’s AITC, representing a diverse cross-section of Native Nations, federal and state partners, and the travel industry, including but not limited to:
- Hazen Shopbell, Chairman, The Tulalip Tribes
- Janette Roush, Chief AI Officer and SVP of Innovation, Brand USA
- Eric Hernandez (Lumbee Tribe), Speaker & World-Renowned Hoop Dancer
- Maggie Carson (Ohkay Owingeh Pueblo), Native Affairs Analyst, National Park Service
- Camille Ferguson (Sitka Tribe of Alaska), Tourism Development Consultant, WAQAA
- Lisa Itel, Director of Industry Relations, Travel Oregon
- Ben Rome, Communications and Brand Director, American Bus Association
- Mālia Sanders (Native Hawaiian), Executive Director, Native Hawaiian Hospitality Association
- Tara Saunders (Qalipu First Nation), President & Founder, Amu Consulting
- Lisa Simon, CEO & Executive Director, International Inbound Travel Association
- Tammi Tiger (Choctaw Nation of Oklahoma; descendant of Muscogee and Seminole Nations), Director of Tribal Education, UNLV Hospitality
- Roni Weiss, Executive Director, Travel Unity
- Stacia Morfin (Nez Perce Nation), CEO & Founder, Nez Perce Tourism
“AITC is where sovereignty in action comes to life – a vital annual gathering where Native Nations and our allies unite to strengthen our cultures, expand economic opportunity, and shape the future of travel on our own terms,” said Rupert. “When we stand together, the future of Indigenous tourism is unlimited.”
