Why Indigenous Tourism Matters for Inbound Travel
This article originally appeared in the 2025 edition of Inbound Insider: The Official IITA Member Directory & Magazine.
IN THE REALM of global travel, where tourists seek authentic experiences and immersive cultural encounters, Indigenous tourism stands as a beacon of profound significance. It’s about more than just adding another stop on a tour; it’s a chance to connect with the living history, diverse cultures, and enduring spirit of America’s First Peoples. For the inbound travel community, embracing and promoting Indigenous tourism is essential for offering a complete and enriching understanding of the United States.
For more than 26 years, the American Indian Alaska Native Tourism Association (AIANTA) has worked diligently to support the development and promotion of Indigenous-owned and operated tourism enterprises across the United States with a mission to define, introduce, grow, and sustain American Indigenous Tourism that honors traditions and values.
Consider the profound impact of experiencing the ancient cliff dwellings of Mesa Verde, guided by the descendants of those who built them. Imagine learning traditional pottery techniques from a Hopi artisan or hearing the stories of the Trail of Tears directly from a Cherokee elder. These aren’t just sightseeing opportunities; they are deeply personal and educational encounters that offer a perspective on American history and contemporary life often missing from mainstream narratives.
Why is this so important for the inbound travel community?
Cultural immersion offers an unparalleled opportunity for international travelers who are increasingly seeking authentic experiences that go beyond the surface level, offering a deeper understanding and appreciation of the complexities and richness of American history.
Economic empowerment is a benefit of Indigenous tourism across Native Nations and communities in the United States. Supporting Indigenous-owned and operated businesses, inbound travel helps to generate revenue that directly benefits these communities. AIANTA plays a crucial role in providing these communities with the resources and training they need to develop and market their tourism offerings effectively, ensuring that they can thrive in the global marketplace.
THE CHANCE TO EXPAND BEYOND BORDERS
These trainings include AIANTA’s annual two-day Go International training workshop, now in its ninth year in 2025, designed to introduce the international tourism industry to American Indian, Alaska Native, and Native Hawaiian businesses and to help them take that critical next step of becoming export-ready to generate sales to markets overseas. Go International gives Indigenous tourism professionals the chance to expand their reach beyond U.S. borders and showcase the incredible cultural diversity and heritage of Native Nations and communities to a global audience. Throughout the event, experts and industry leaders provide insights on international tourism trends, marketing strategies, and best practices for engaging with international visitors, while providing successful case studies and networking with attendees as they share visions and goals for business, Native Nations and communities, and tourism development.
The inbound travel community has a significant role to play in amplifying these efforts. By actively seeking out and partnering with Indigenous tourism operators - by including our stories and experiences in travel itineraries, and by respecting the cultural protocols and sovereignty of tribal nations - we can collectively create a more enriching and authentic travel landscape for all.
The future of meaningful inbound travel begins with heightening the journeys of international visitors and fostering a deeper appreciation for the First Peoples of this land. We welcome you to Discover Native America.
Reprinted with permission from the 2025 issue of Inbound Insider, published by IITA in partnership with Premier Travel Media.