American Indian Alaska Native Tourism Association CEO Appointed to U.S. Travel Association Board of Directors
The leading voice of the $15.7 billion Indigenous hospitality sector of travel and tourism in the U.S. continues to have a seat at the national tourism table
ALBUQUERQUE, N.M. (April 9, 2024) – American Indian Alaska Native Tourism Association (AIANTA) CEO Sherry L. Rupert (Paiute/Washoe) has been appointed to serve on the Board of Directors of the U.S. Travel Association for the 2024-2025 term, marking her second term and a win for Indigenous voices to have a seat at the U.S. tourism industry table. Established in 1941, U.S. Travel Association is the national, non-profit organization representing all components of the travel industry. The appointment was announced during the U.S. Travel Association’s Executive Board Meeting in Washington, D.C. on March 19, 2024.
As the CEO of the only national organization dedicated to advancing cultural tourism in Native Nations and communities across the United States, Rupert has more than two decades of executive-level experience managing and promoting Indigenous tourism. She is the leading voice of advocacy for the $15.7 billion Indigenous hospitality sector of travel and tourism in the U.S. and has dedicated her career to advancing cultural heritage storytelling for Indigenous communities across the U.S. by helping these communities realize the economic development potential and significance of preserving generational stories well into the future.
“I’m honored and thrilled to join the board of directors for the U.S. Travel Association and to represent all Native Nations and communities in our national tourism story,” said Sherry L. Rupert, CEO, American Indian Alaska Native Tourism Association. “As we look to the future of travel, it’s imperative that Indigenous voices continue to have a seat at the table and I look forward to working with U.S. Travel to help elevate these voices.”
Prior to assuming the role of AIANTA CEO, she served as President of AIANTA’s Board of Directors, and was instrumental in working with U.S. Congress to pass the Native American Tourism and Improving Visitor Experience (NATIVE) Act in 2016. She previously served as the executive director of the State of Nevada Indian Commission, reporting directly to the Governor of Nevada to serve as liaison to the state’s 28 tribes, bands and colonies and served as the Chairperson of Nevada’s Indian Territory, Nevada Commission on Tourism.
U.S. Travel’s Board of Directors is the governing body of the U.S. Travel Association. The Board guides the organization’s direction, approves its budget, addresses industry-wide issues and serves as a liaison and voice for all members.
“U.S. Travel is pleased to welcome AIANTA’s Sherry L. Rupert to a second term on the board of directors,” said Geoff Freeman, President and CEO of the U.S. Travel Association. “Sherry’s voice for native nations and her perspective on Indigenous travel is critically important to our continued work to increase and support the travel and tourism economy.”
For more than 25 years, AIANTA has worked to address inequities in the tourism system and has served as the national voice for American Indian, Alaska Native and Native Hawaiian nations engaged in cultural tourism, while providing technical assistance, training and capacity building to Native Nations and communities and Native-owned enterprises engaged in tourism, hospitality, and recreation.
Native Nations and communities who are looking to start or expand their cultural tourism footprint can find resources at www.aianta.org and visitors interested in learning more about Native culture can visit www.nativeamerica.travel.
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.
About the U.S. Travel Association:
U.S. Travel Association is the national, non-profit organization representing the $1.2 trillion travel industry, an essential contributor to our nation’s economy and success. U.S. Travel produces programs and insights and advocates for policies to increase travel to and within the United States. Visit ustravel.org for information and recovery-related data.
Media Contact:
Liz Slobodian
Liz@shipwrightcommunications.com