Sherry L. Rupert, Chief Executive Officer
AIANTA CEO Sherry L. Rupert (Paiute/Washoe) has over two decades of executive-level experience managing and promoting Indigenous Tourism. As CEO of the American Indian Alaska Native Tourism Association (AIANTA), the only national association dedicated to Indigenous tourism, she is the leading voice when it comes to advocating for travel and tourism as a significant economic driver in Native nations. She also holds leadership positions on various national boards including the Board of Directors for the U.S. Travel Association and the National Park Service Advisory Board Tourism Committee. She is a former member of the Business Advisory Council under the National Oceanic and Atmospheric Administration, Department of Commerce and a Co-Chair of the America250 Hospitality and Tourism Advisory Committee. In 2024, Sherry joined the inaugural board as a U.S. representative of the newly-formed global organization, Destination Original Indigenous Tourism, where she serves as one of three key architects in its creation.
Under her leadership, she has launched the Economic Impact of U.S. Indigenous Tourism Businesses, the first-ever ever study of its kind. She also curates a robust educational program for tribes and indigenous-owned hospitality enterprises around the country. Prior to assuming the role of CEO, she served as President of AIANTA’s Board of Directors since 2012. During that time, she was instrumental in working with Congress to pass the Native American Tourism and Improving Visitor Experience (NATIVE) Act. Sherry previously served as the Executive Director of the State of Nevada Indian Commission, reporting directly to the Governor of Nevada to serve as a liaison to the state’s 28 tribes, bands and colonies and served as the Chairperson on Nevada’s Indian Territory, Nevada Commission on Tourism.
She has won numerous awards and accolades for her work, including for her work in preserving the site of the Stewart Indian School as a museum and cultural center and coordination of the popular Stewart Father’s Day Powwow, the largest three-day Powwow in Northern Nevada. She successfully raised $5.7 million in state appropriations to establish a museum and cultural center at the historic site. She led the development and implementation of the Stewart Indian School Master Plan (Interpretive Plan, Market Study, and Business Strategic Plan) for the State of Nevada. Sherry also created and implemented the award-winning Stewart Indian School Trail, a self-guided cell phone walking tour of the Stewart Indian School campus in 2008. As CEO of AIANTA, the organization has received industry recognition to include the Clyde Warrior Civil Rights Recognition presented by the Native Professional Advancement Center in 2024 and was awarded by Condé Nast Traveler’s 2024 Bright Ideas in Travel list for its partnership with the U.S. Forest Service Community Navigator program. Sherry was also recognized in 2024 by Leisure Group Travel’s Women in Tourism Leadership Spotlight, highlighting her contributions to Indigenous and cultural tourism across the U.S.
Sherry holds a Bachelor of Science in Business Administration with a Finance Major from the University of Nevada, Reno and has completed professional training courses and programs to support her work in advancing cultural tourism in the United States.
505-724-3592; info@aianta.org
Hannah Peterson, Program Development Director
Hannah Peterson is the Program Development Director for AIANTA, bringing to the role extensive experience in fundraising and program development. In her role as Program Development Director, Hannah works to advance the mission of AIANTA through strategic fundraising and program development. Hannah spent more than five years with J Murphy & Associates working as a consultant and grant writer and two years as grants manager for Urban Homeworks, Inc. For more than nine years, she worked as a paralegal working on business litigation, intellectual properties, worker’s compensation and insurance. She was raised in Anchorage, Alaska, and received a degree in English from the University of Washington, Seattle and a Master of Public Administration from Hamline University, Minnesota.
505-724-3592; info@aianta.org
Gail E. Chehak, Community and Partner Relations Director
Gail E. Chehak, a Klamath Tribal citizen, serves as the Community and Partner Relations Director. She works to cultivate partnerships to support AIANTA’s programs, including AIANTA members, as well as tribal travel, tourism and recreation staff and tourism and recreation industry leaders. Gail has worked with tribal arts, tourism, economic development and environmental protection for the National Congress of American Indians, Columbia River Inter-Tribal Fish Commission and the Indian Arts & Crafts Association. While Arts & Tourism Coordinator for the Affiliated Tribes of Northwest Indians, Gail co-authored Native Peoples of the NW: A Traveler’s Guide to Land, Art & Culture. She has written numerous grant proposals and served on grant review panels for the Administration for Native Americans; AmeriCorps; National Parks Service Historic Preservation Fund; Department of Education, Library Services Special Programs to Indian Tribes; and Indian Health Service Scholarships.
505-724-3592; info@aianta.org
Ciarra Greene, Education and Business Development Director
Sapooq’is Wíit’as (Nimiipuu)/ Ciarra Greene (Nez Perce) is the Education and Business Development Director for AIANTA. With her Master of Science in Science Teaching from Portland State University (2019) and Bachelor of Science in Chemistry from Northern Arizona University, her focus has been on promoting the protection and healing of Indigenous communities and homelands through culture, education, and science. Her experience in tourism has rapidly developed in the past three years, while her fifteen years of experience in outreach and education, founded in interdisciplinary collaboration with tribal communities, institutions, agencies, organizations, and businesses, have propelled her career. She views our role in tourism truly as an educational experience for tribal communities and our visiting guests alike. Ciarra strives to perpetuate her passion so others too may attain successful operations for their own communities, businesses, and honored guests who we welcome to tribal homelands.
505-724-3592; info@aianta.org
Bruce Rettig, Research and Outreach Manager
As AIANTA’s Research and Outreach Manager, Bruce Rettig’s responsibilities include identifying and cultivating partnerships with tribes, tribal businesses, federal and state partners and the tourism industry to help develop and promote tribal tourism. Through AIANTA partnerships, Bruce has assisted tribes tell more inclusive stories of their people, their history and perspectives on the historic trails that traverse their ancestral lands, including the Lewis & Clark National Historic Trail, Nez Perce National Historic Trail, Juan Bautista de Anza National Historic Trail, and the California National Historic Trail in Nevada. Bruce worked with Bureau of Land Management to produce a California National Historic Trail poster by an indigenous artist. Bruce managed the redesign of AIANTA’s tourism website, NativeAmerica.travel and provides ongoing input and direction. He has also served as president and creative director for Charter Advertising/Design, Inc. for over thirty-five years, providing marketing services for many of Nevada’s Native American Tribes. Bruce is an award-winning author and his book, “Refraction: An Arctic Memoir,” won multiple awards, including a Gold Nautilus Book Award in the category of Travel Memoir.
505-724-3592; info@aianta.org
Ariel Richardson, Office Manager
Ariel Richardson, a tribal member of the Walker River Paiute Tribe from Schurz, Nevada, is AIANTA’s Office Manager. With a goal of assisting tribal members to opening Native-owned businesses in order to stimulate self-sustainability and economic development on the reservation, Ariel is especially excited to work for a non-profit agency with similar goals. Ariel’s creative background includes art direction, photography and videography and she has a degree in Applied Science for Natural Resources Management and has also studied Business Administration and Accounting.
505-724-3592; info@aianta.org
Sherrie L. Bowman, Education Support Specialist
A tribal member from the Pueblo of Laguna, New Mexico, Sherrie comes to AIANTA with more than 32 years of experience in administration, hospitality, tourism, and meeting and event planning. Sherrie has an associates of applied science degree in hospitality & tourism, an associate degree in liberal arts. She has also earned her Certificate in Cultural Heritage Tourism offered by AIANTA in partnership with the George Washington University International Institute of Tourism Studies. Sherrie is a proud mother of three children, Helen, Ryan and Jontel and is “Nana” to her four grandchildren, Dakota, Daisha, DeAndre and Cassius.
505-724-3592; info@aianta.org
Cheryl Jim, Information Specialist
Cheryl is a proud member of the Dinè (Navajo) Nation and joined AIANTA as an Information Specialist where she works with the Tribal Relations team to keep information up to date and helps with research for tribal and industry contacts to help build and support indigenous tourism. One of her goals is to harness the power of GIS technology to enhance AIANTA’s understanding of mapping and surveying within tribal communities, particularly those that are striving to attract tourists while preserving their cultural heritage and natural landscapes. Through her work, she is a part of the inclusive and community-driven approaches to tourism that respect and celebrate the diverse traditions of Native peoples. She wants to continue to give back to her community through her diverse background in customer service, educational diversity, hospitality and volunteering. Cheryl graduated from the University of Phoenix with a Bachelor of Science degree with a concentration in Business Management in 2014 and is currently continuing her education at the Southwestern Indian Polytechnic Institute in Geospatial Information Systems (GIS).
505-724-3592; info@aianta.org
Lorraine Gala Lewis, Research and Outreach Coordinator
Lorraine (Laguna/Taos/Hopi) is AIANTA’s Research and Outreach Coordinator and has worked on various projects with National Park Service including the Lewis and Clark and the Juan Bautista de Anza National Historic Trail projects. She is a graduate of the Institute of American Indian Arts and the College of Santa Fe. “Supporting Indigenous Arts and Culture is my livelihood.” Having established a professional art career, she has garnered recognition and continues to work extensively with local/national museums, collections, foundations and art programs. Her professional background includes economic and small business development having worked for the U.S. Small Business Administration. Higher education has been a vital part of her life. She worked for the Santa Fe Indian School and sees the value of providing a strong educational foundation for the future of young native people. She currently serves on the Institute of American Indian Arts Foundation Board and is active with student Scholarship fundraising efforts. Lorraine received the George Washington University ‘s Professional Certificate in Cultural Heritage Tourism. Through her outreach, she’s been able to visit many tribal communities. “Visiting Indigenous homelands, hearing the stories and experiencing cultural events gave me a lifetime of experiences that I share.”
505-724-3592; info@aianta.org
Michelle Norfolk, Visitor Outreach Specialist
Michelle is the Visitor Outreach Specialist for AIANTA. She has a bachelor’s degree and has worked in the areas of business development and travel. She has helped start up clergy, coaches and consultants by creating detailed development plans and growth projections, to help them bring their business ideas into fruition. Michelle has developed and delivered training for ministries, and organizations such as SCORE, the Small Business Administration and the Georgia Department of Labor. As a credentialed travel advisor with sales and meeting experience, she has assisted clients in merging business with travel for greater impact and increased income.
Michelle enjoys getting creative with business ideas, travel and talking to people.
505-724-3592; info@aianta.org
Wynette Philemonof, Administrative Assistant
Wynette R. Philemonof started with AIANTA as a temporary, Research and Data Clerk and is now the Administrative Assistant. She is from the Pueblo of Acoma. She has an associate’s Degree in Criminal Justice and worked with numerous lawyers in Las Vegas, NM as a Legal Secretary. She loves working and being part of the AIANTA team because she learns about other Tribes and their traditions all over the country. It gives her much gratitude to help other Tribes in sharing their history, historical sites, culture and Native businesses and to help them grow
505-724-3592; info@aianta.org
Eric Villegas, Partner Program Coordinator
Eric Villegas (Acoma/Tohono O’odham) is the Partner Program Coordinator for AIANTA, providing outreach, technical assistance and training to Tribes along the Pacific Northwest National Scenic Trail and the Nez Perce (Nee-Me-Poo) National Historic Trail. He works to engage Native Communities in the Trails for economic and cultural benefits to tribes. He reaches out to Native leadership, Native cultural tourism practitioners, elders, artists, youth and other cultural representatives to gather information about Native tourism attractions and interests. With a background in fine art and business management, he advocates for Native artists and entrepreneurs, encouraging Indigenous perspectives in tourism, entrepreneurship and community development. He is inspired by those who transform Native challenges into customized community solutions and social opportunities that empower Indigenous communities. Eric values collaboration, knowledge-sharing and appreciates the opportunity to share AIANTA’s expertise.
505-724-3592; info@aianta.org
Larry Burton (In Memoriam)
BLM Partner Program Coordinator
Larry Burton is a Carson City-based photographer and has worked with Nevada’s Tourism industry for more than 12 years. He started his business Outdoor Adventures in 2008 and has worked for Nevada’s Indian Territory, Elko Convention & Visitors Authority, Lander County Tourism & numerous Tribal entities; photographing events, landscapes & wildlife. His photos have been published in Nevada Magazine, Wells Ruralite, Audubon Magazine & Ducks Unlimited. He has been certified by the Nevada Arts Council to teach photography and has been teaching workshops throughout the state for the last several years specializing in outreach and increasing opportunities for small rural communities.
505-724-3592; info@aianta.org
