by Lacey Pfalz
Last updated: 8:25 AM ET, Fri August 22, 2025
The American Indian Alaska Native Tourism Association (AIANTA) and the American Bus Association (ABA) have entered into a new strategic trade agreement to help grow Indigenous tourism within the group travel sector in North America.
Indigenous tourism is only expected to grow in importance. A 2024 World Travel & Tourism Council report estimated Indigenous tourism to generate $67 billion to the global economy by 2034, and Indigenous groups and organizations are uniting to promote this unique sector, like Destination Original Indigenous Tourism.
“This collaboration represents a meaningful step toward a more inclusive and representative travel industry,” said Sherry L. Rupert (Paiute/Washoe), CEO, AIANTA. “Together with ABA, we’re building connections that bring economic benefits to Native Nations and communities while giving visitors a deeper, more authentic view of Indigenous lands and cultures.”
This new partnership will help increase awareness and access to Indigenous tourism experiences within the United States. By connecting AIANTA’s member tour operators with ABA’s network of motorcoach, tour companies and travel service providers, both associations’ members will benefit.
“Indigenous and cultural heritage tourism is not just about seeing a destination—it’s about experiencing the living culture, history, and traditions of the people who call it home,” said Ben H. Rome, ABA’s Director of Communications & Brand. “This partnership with AIANTA helps ensure that Native voices and businesses have a stronger presence in the group travel industry, while giving travelers authentic experiences that enrich their understanding of America’s diverse heritage.”
Part of the agreement will include their attendance at both associations’ annual events: the 27th Annual American Indigenous Tourism Conference in Choctaw, Mississippi and ABA’s Marketplace 2026 in Reno, Nevada.
Both AIANTA and ABA are also members of the Beyond Borders Tourism Coalition, a collective of several Canadian and American travel industry associations committed to supporting cross-border tourism as it continues to drop this year.
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