by Lacey Pfalz
Last updated: 12:05 PM ET, Mon October 13, 2025
As a reflection of the shift towards more inclusive and responsible tourism around the world, the American Indian Alaska Native Tourism Association (AIANTA) is now transforming to encompass the breadth of Indigenous Peoples throughout the United States with a new name: the American Indigenous Tourism Association.
Recognizing Indigenous Peoples’ Day, the new change encapsulates the association’s commitment to defining, introducing, growing and sustaining American Indigenous Tourism from Alaska to Virginia.
Indigenous-owned hospitality and tourism businesses already contribute $11.6 billion in annual sales in the United States, and the association’s worked to be a national voice for the industry for over 27 years.
"Our name change celebrated on Indigenous Peoples’ Day to the American Indigenous Tourism Association is more than just a new title—it's a statement of our commitment to inclusivity and unity," said Sherry L. Rupert (Paiute/Washoe), Chief Executive Officer of the American Indigenous Tourism Association.
Sherry L. Rupert, CEO of AIANTA and member of the US Travel and Tourism Advisory Board. (Photo Credit: AIANTA)
"While we honor the foundational legacy of AIANTA, our new name reflects a broader identity,” continued Rupert. “This change allows us to unify all Indigenous cultures across the United States and its territories under a single, powerful banner, strengthening our collective voice and our ability to promote and preserve our unique heritage."
Native Nations and communities can find resources for their own travel or tourism-related ventures at AmericanIndigenousTourism.org, while travelers can find ways to learn about Indigenous culture and support Indigenous-owned tourism businesses at DestinationNativeAmerica.com.
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