The American Indian Alaska Native Tourism Association (AIANTA) has officially changed its name to the American Indigenous Tourism Association, aligning the transition with Indigenous Peoples’ Day. The rebrand reflects a commitment to inclusivity and positions the organisation to better support Indigenous tourism operators across the United States and its territories.

Chief Executive Sherry L. Rupert emphasised that the new name enables the association to unify Indigenous cultures under a single framework, amplifying advocacy, promotion, and preservation of cultural heritage. The association will continue its work providing education, training, and strategic guidance for Indigenous communities developing tourism and hospitality offerings.

Board President Travis Owens highlighted that the rebrand builds on AIANTA’s legacy while allowing the organisation to extend its reach and impact. Over 27 years, the association has served as the national voice for Indigenous tourism, addressing inequities in the sector and supporting capacity building, technical assistance, and enterprise development.

Economic data underscores the importance of Indigenous tourism, with Indigenous-owned hospitality enterprises contributing $11.6 billion annually to the U.S. tourism and hospitality sector. By strengthening business capabilities and preserving traditions, the American Indigenous Tourism Association aims to foster economic self-sufficiency alongside cultural perpetuation.

The organisation’s strategic evolution signals a focus on both growth and heritage, providing a platform to unify operators, promote collaboration, and elevate the profile of Indigenous tourism nationally.

Explore how the American Indigenous Tourism Association is shaping the future of Indigenous tourism and cultural preservation by reading the full story here.