The Three Leading Global Indigenous Tourism Organizations Formally Launch Destination Original Indigenous Tourism
American Indian Alaska Native Tourism Association, Indigenous Tourism Association of Canada and New Zealand Māori Tourism unite to formalize new partnership one year in the making
MARKSVILLE, La. (October 30, 2024) – Destination Original Indigenous Tourism (DO-IT) formalized its partnership this week as the American Indian Alaska Native Tourism Association (AIANTA), the Indigenous Tourism Association of Canada (ITAC) and New Zealand Māori Tourism entered a commitment pledge partnership at AIANTA’s 26th Annual American Indigenous Tourism Conference, hosted by the Tunica-Biloxi Tribe of Louisiana in Marksville, Louisiana.
A partnership one year in the making and the only organization of its kind, Destination Original Indigenous Tourism aims to unify the collective voice for Indigenous tourism worldwide and the Indigenous people it comprises. With a mission to provide leadership in the development and marketing of authentic Indigenous tourism destinations through innovative partnerships, DO-IT’s vision is to support the establishment of a sustainable international Indigenous tourism network, led by Indigenous destinations and work to support a sustainable, thriving Indigenous tourism economy sharing authentic, memorable, and enriching experiences.
Culminating in the highly anticipated signing of DO-IT’s partnership, Sherry L. Rupert, CEO of the American Indian Alaska Native Tourism Association; Keith Henry, President & CEO of the Indigenous Tourism Association of Canada; and Dale Stephens, Chair of New Zealand Māori Tourism led an insightful and forward-thinking discussion on DO-IT at the conference, where they examined Indigenous tourism standards from each country and discussed the need to establish guidelines for Destination Original-branded experiences. This ensures that travelers can immediately recognize and trust they are receiving an authentic Indigenous experience. The leaders also discussed the goals of the newly formed organization and explored the future of Indigenous travel across the globe.
“Destination Original Indigenous Tourism mission aligns with AIANTA’s mission to define, introduce, grow and sustain American Indian, Alaska Native and Native Hawaiian tourism that honors traditions and values, so it’s a natural fit for us to join our colleagues in establishment of this vital organization,” said AIANTA CEO Sherry L. Rupert (Paiute/Washoe). “As the leader in Indigenous tourism in the U.S., AIANTA is thrilled to join this global community of Indigenous leaders to amplify our commitment to sharing authentic cultural heritage experiences as a united front.”
Indigenous Tourism Association of Canada (ITAC) President & CEO Keith Henry said, “Destination Original Indigenous Tourism is a solid strategic alignment of three world-leading associations that allows us to uplift the voices of Indigenous-led tourism experiences worldwide while building on the important work that ITAC has supported across Canada to create authentic, sustainable experiences that celebrate First Nations, Métis and Inuit Peoples. This partnership is the next step in the growth of global Indigenous tourism, creating opportunities for Indigenous communities and entrepreneurs and enhancing the profile of Canada by showcasing the unique stories and histories of Indigenous peoples through tourism.”
“New Zealand Māori Tourism is proud to support the establishment of Destination Original Indigenous Tourism and its aspirations for indigenous peoples, globally,” said NZ Māori Tourism Chair Dale Stephens (Te Rarawa). “We see this partnership as a significant platform that empowers indigenous peoples to take control of their destinies, builds whanaungatanga (filial connections) which leads to kotahitanga (unity). By celebrating opportunities that come from our indigeneity and authenticity, we identify a pathway towards the culturalization of commerce, rather than the commercialization of our culture. This is what draws international visitors to Aotearoa New Zealand who are looking to forge connections with people and place – and what better way than to do this through indigenous tourism.”
In addition to the official formalization announcement, DO-IT has also announced its initial founding board member composition of six visionary Indigenous leaders and appointed its first President and CEO to include:
- American Indian Alaska Native Tourism Association: Sherry L. Rupert, CEO of AIANTA; and Travis Owens, Vice President of Cherokee Nation Cultural Tourism and president of AIANTA’s board of directors.
- New Zealand Māori Tourism: Pania Tyson-Nathan, CEO of New Zealand Māori Tourism; and Dale Stephens, chair of New Zealand Māori Tourism.
- Indigenous Tourism Association of Canada: Keith Henry, President and CEO of ITAC; and Marilyn Jensen, ITAC’s chair of the board and business owner.
- Destination Original Indigenous Tourism’s first president and CEO: Sebastien Desnoyers-Picard of the Huron-Wendat Nation in Canada has been chosen to lead the organization and help shape the mission and vision of the new organization, under the strategic guidance of the board of directors. With his deep experience working in the Indigenous tourism industry for nearly 18 years coupled with his current role as vice president of ITAC, the collective believes Sebastien was a natural fit for the organization and wish him great success in this new venture as he transitions to lead Destination Original Indigenous Tourism.
About Destination Original Indigenous Tourism:
Destination Original Indigenous Tourism (DO-IT) is committed to creating, strengthening and nurturing partnerships between Indigenous and non-Indigenous associations, organizations, governments, the United Nations Tourism (UN Tourism) and industry leaders worldwide with the objective to support the growth and awareness of Indigenous tourism and address the demand for development and marketing of authentic Indigenous Destinations. With a vision to support the establishment of a sustainable international Indigenous tourism network steered by International Indigenous tourism leaders and led by Indigenous destinations, DO-IT aims to support a sustainable thriving Indigenous tourism economy, inviting travelers to take part in the authentic, memorable and enriching Indigenous tourism experiences that bring economic benefits to Indigenous people. More than just a marketing collective, DO-IT promotes the standards of Indigenous destinations, and its membership process enables Indigenous tourism industry partners to collaborate and form global strategic alliances. DO-IT upholds common values across its international Indigenous tourism organizations and to include the care of Indigenous people, culture, animals, and environment. To learn more, visit DestinationOriginal.com.
About AIANTA:
For more than 25 years, the American Indian Alaska Native Tourism Association (AIANTA) has served as the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the United States. Established by tribes for tribes to address inequities in the tourism system, AIANTA is a 501(c)(3) national nonprofit governed by an all-Native board of directors and serves as a united voice for the $15.7 billion Native hospitality sector. AIANTA’s successful legislative work led to the industry-changing Native American Tourism and Improving Visitor Experience Act (NATIVE Act) funding in 2018, as Indian Country Tourism was recognized through federal appropriations via NATIVE Act implementation. AIANTA’s mission is to define, introduce, grow, and sustain American Indian, Alaska Native and Native Hawaiian (AIANNH) tourism that honors traditions and values while helping AIANNH businesses become market/export ready for domestic and international markets. Visit www.aianta.org to learn more.
Media Contact:
Liz Slobodian, APR
Liz@shipwrightcommunications.com
Photo Credit: Destination Original Indigenous Tourism
Caption: Destination Original Indigenous Tourism formalized at the 2024 American Indigenous Tourism Conference between the American Indian Alaska Native Tourism Association, Indigenous Tourism Association of Canada and New Zealand Māori Tourism. Pictured from left to right: Destination Original Board of Directors – Sherry L. Rupert, AIANTA CEO; Travis Owens, Vice President of Cherokee Nation Cultural Tourism and president of AIANTA’s board of directors; Keith Henry, President and CEO of ITAC; Dale Stephens, chair of New Zealand Māori Tourism; and Sebastien Desnoyers-Picard, Destination Original Indigenous Tourism President and CEO. Board of Directors not pictured: Marilyn Jensen, ITAC’s chair of the board and Pania Tyson-Nathan, CEO of New Zealand Māori Tourism.
