- Details
- By Native News Online Staff
The American Indigenous Tourism Association (AITA), the nation’s only organization dedicated to advancing cultural heritage tourism in Native Nations and communities, opened its 27th Annual American Indigenous Tourism Conference (AITC) today at the Pearl River Resort on the homelands of the Mississippi Band of Choctaw Indians.
This year’s conference, themed “Indigenous Tourism: Uniting Traditions and Innovation,” marks a milestone moment for the organization, which recently adopted a new name and strategic direction. The event brings together tribal leaders, tourism professionals, and industry partners from across North America to explore the future of Indigenous tourism through a lens of sovereignty, authenticity, and collaboration.
“As Indigenous peoples, we have always found creative ways to adapt, thrive and forge new paths,” Sherry L. Rupert, (Paiute/Washoe), CEO, American Indigenous Tourism Association, said. “This AITC explores the powerful intersection of cultural traditions and innovation in Indigenous tourism. We are no longer just participants in the industry, we are redefining it. We’re the architects of a new model. We’re creating a new global standard—where respect, reciprocity, and relationship guide every traveler’s experience. The future of travel is Indigenous.”
Honoring Heritage, Embracing Innovation
Rupert opened the conference with a keynote address emphasizing the vital role of ingenuity in preserving cultural sovereignty and shaping the next chapter of Indigenous tourism.
Introducing The Original Original
A highlight of this year’s AITC is the preview of The Original Original, a new accreditation program that will serve as a mark of excellence for authentic Indigenous tourism experiences across the U.S. and its territories. The initiative reflects AITA’s commitment to setting a national standard for authenticity and integrity in the industry.
Charting the Future of Indigenous Tourism
Throughout the week, participants will engage in high-level discussions on partnerships, policy, and global market growth. Key sessions include:
-
Beyond Borders: Policy, Partnerships and the Future of Tourism, featuring Rupert alongside Catherine Prather, President of the National Tour Association, and Sebastien Desnoyers-Picard, President and CEO of Destination Original Indigenous Tourism.
-
New Paths, Shared Journeys, a panel highlighting collaborations with Travel Unity, the American Bus Association, and the University of Nevada, Las Vegas William F. Harrah College of Hospitality.
-
Driving Inbound Travel, featuring Fred Dixon, President and CEO of Brand USA, in conversation with Rupert about expanding international travel to Native Nations and communities.
Celebrating 27 Years of Partnerships
The AITA’s 27th anniversary underscores its enduring mission to build a thriving Indigenous tourism sector through strategic alliances. Speakers and participants at this year’s AITC include representatives from tribal, federal, and private industry sectors, such as:
-
Chief Cyrus Ben, Mississippi Band of Choctaw Indians
-
Keith Henry, President and CEO, Indigenous Tourism Association of Canada
-
Catherine Prather, CTP, President, National Tour Association
-
Sebastien Desnoyers-Picard, President and CEO, Destination Original Indigenous Tourism
-
Fred Dixon, President and CEO, Brand USA
-
Roni Weiss, Executive Director, Travel Unity
-
Ben Rome, Communications and Brand Director, American Bus Association
-
Florian Herrmann, Founder and CEO, Herrmann Global
-
Tara Saunders, Business Development Director, Indigenous Tourism Association of Canada
-
Kristy Durso, Founder, Accessible Travel Network
-
Naomi Torres, Former Superintendent, Juan Bautista de Anza National Historic Trail
-
Gwynne Spann, Content Marketing, Visit California
-
Dawn Melvin, Tribal Relations Manager, Arizona Tourism
-
Tyler Bell (Mississippi Band of Choctaw Indians), AITA Scholarship Awardee
The 2025 AITC will continue through the week, celebrating Indigenous leadership, innovation, and collaboration in shaping the future of global tourism.
"AITC is more than just a conference—it’s a highly-anticipated annual touch point that provides Indigenous peoples and our partners an inspirational assurance that we are on this journey together,” said Rupert. “The future of travel is bright for Indigenous tourism.”
More Stories Like This
Native News Weekly (August 25, 2024): D.C. BriefsUS Presidents in Their Own Words Concerning American Indians
Star-Studded Livestream to Boost Native News Online’s Year-End Campaign
Monday Morning (December 8, 2025): Articles You May Have Missed This Past Weekend
Native News Weekly (December 7, 2025): D.C. Briefs
Help us defend tribal sovereignty.
At Native News Online, our mission is rooted in telling the stories that strengthen sovereignty and uplift Indigenous voices — not just at year’s end, but every single day.
Because of your generosity last year, we were able to keep our reporters on the ground in tribal communities, at national gatherings and in the halls of Congress — covering the issues that matter most to Indian Country: sovereignty, culture, education, health and economic opportunity.
That support sustained us through a tough year in 2025. Now, as we look to the year ahead, we need your help right now to ensure warrior journalism remains strong — reporting that defends tribal sovereignty, amplifies Native truth, and holds power accountable.
The stakes couldn't be higher. Your support keeps Native voices heard, Native stories told and Native sovereignty defended.
Stand with Warrior Journalism today.
Levi Rickert (Potawatomi), Editor & Publisher
