Credit: American Indigenous Tourism Association
CHOCTAW, Miss. (October 30, 2025) – The American Indigenous Tourism Association announced the awardees of the 2025 Excellence in Indigenous Tourism Awards at the 27th Annual American Indigenous Tourism Conference in Choctaw, Mississippi on October 29, 2025. The awards celebrate outstanding achievements in Indigenous tourism, recognizing individuals and organizations that contribute to the industry’s $11.6 billion annual economic impact.
This year, the awards program introduced new categories, expanding the awards to honor a broader range of achievements across U.S. Indigenous tourism.
“The Excellence in Indigenous Tourism Awards highlight the incredible work being done across our Native Nations and communities,” said Sherry L. Rupert (Paiute/Washoe), CEO, American Indigenous Tourism Association. “The 2025 winners exemplify the highest standards of Indigenous hospitality, cultural preservation, and innovation in the travel and tourism industry. Each honoree epitomizes the diverse contributions that are shaping the future of Indigenous tourism and creating unforgettable experiences for travelers.”
The 2025 Awardees Include:
- Best Cultural Heritage Experience: Indian Pueblo Cultural Center, New Mexico
- Excellence in Customer Service: Choctaw Cultural Center, Oklahoma
- Best Indigenous Culinary Tourism Experience: Wahpepah’s Kitchen, California
- Indigenous Artisan of the Year: Meritza Shumake, Mississippi Band of Choctaw Indians
- Indigenous Futures Award: Tyler Bell, Mississippi Band of Choctaw Indians
- The Industry Professional of the Year Award: Billie Jean Guerrero, Director of the Pyramid Lake Museum & Visitor Center, Nevada
- Industry Partner of the Year: Indigenous Tourism Association of Canada
- Indigenous Destination of the Year: Agua Caliente Cultural Plaza, California
Award Recipient Highlights:
Best Cultural Heritage Experience was presented to the Indian Pueblo Cultural Center of New Mexico. Escape to the heart of New Mexico and immerse yourself in the vibrant culture of the 19 Pueblos at the Indian Pueblo Cultural Center (IPCC). Located in Albuquerque, the IPCC is a premier destination dedicated to preserving and showcasing authentic Pueblo traditions. More than just a museum, the IPCC offers a truly immersive experience. Witness captivating traditional dances, watch talented artists at work, and explore fascinating exhibitions co-curated with Pueblo leaders. Indulge in authentic Pueblo cuisine at the Indian Pueblo Kitchen and find unique, handcrafted treasures at the Indian Pueblo Store, all while knowing your visit directly supports Pueblo communities and their artists. With a commitment to cultural integrity, the IPCC provides an unforgettable journey into living history. It’s an essential stop for anyone seeking to connect with the rich heritage and enduring spirit of New Mexico’s Pueblo people.
Excellence in Customer Service was presented to the Choctaw Cultural Center of Oklahoma. Discover the heart of the Choctaw people at the Choctaw Cultural Center, a one-of-a- kind destination where rich history and vibrant traditions come to life. Opened in 2021, the center serves as a focal point for Choctaw culture, offering an immersive and authentic experience you won’t find anywhere else. Step into a world of storytelling and tradition, where you can explore fascinating exhibits, take part in hands-on workshops, and watch live demonstrations. From savoring traditional Choctaw meals to admiring handmade art, every detail is crafted to provide a deep and meaningful connection to the Choctaw way of life. At the Choctaw Cultural Center, hospitality is more than a service—it’s a core cultural value. The dedicated team is committed to ensuring every visitor feels welcomed, creating a truly transformative experience.
Best Indigenous Culinary Experience was presented to Wahpepah’s Kitchen of California. Wahpepah’s Kitchen offers a culinary revolution where Chef Crystal Wahpepah transforms Native American foodways into a modern, delicious dining experience. A member of the Kickapoo nation, she is a trailblazing chef, a James Beard Award finalist, and the first Indigenous chef to compete on the Food Network’s Chopped. Located in Oakland, California, on Ohlone land, Wahpepah’s Kitchen is more than just a restaurant—it’s a movement rooted in food sovereignty and sustainability. Chef Wahpepah meticulously sources ingredients from Indigenous farmers and land stewards, ensuring each dish honors heritage and the planet. From Kickapoo bison chili to cedar-smoked salmon from the Lummi Nation, the menu is a vibrant celebration of diverse Indigenous cultures. A visit to Wahpepah’s Kitchen offers a taste of history and a glimpse into the future of food, celebrating community and a deeper connection to the land.
Indigenous Artisan of the Year Award was presented to Meritza Shumake of the Mississippi Band of Choctaw Indians. Meritza Shumake, a cultural ambassador for the Mississippi Band of Choctaw Indians, is dedicated to preserving her culture through her art and teachings. A U.S. Navy veteran, she uses social media to share video tutorials on creating traditional Choctaw dresses, shirts, and beadwork. Shumake’s passion for her heritage is also shown through her love for playing stickball. Although self-taught, she learned her craft by observing older artists and has since developed her own tools and templates to help others learn. She offers her time for individual lessons and creates detailed instructions suitable for all skill levels, from beginners to experienced artisans.
Indigenous Futures Award was presented to Tyler Bell of the Mississippi Band of Choctaw Indians. Tyler Bell, a member of the Mississippi Band of Choctaw Indians, conference services manager and a hospitality management student at the University of Nevada Las Vegas stands out for his commitment to using tourism to promote sustainable growth and cultural visibility within Indigenous communities. Bell is a rising star in the tourism and hospitality industry due to his professionalism, detail-oriented approach, and passion for creating excellent guest experiences. His work goes beyond simply participating in the industry; he actively advocates for tourism that benefits tribal communities, honors Indigenous perspectives, and preserves cultural heritage. His long-term vision is to shape a tourism landscape where Indigenous voices are centered and celebrated, making him a perfect fit for an award that recognizes future Indigenous leaders.
Industry Professional of the Year Award was presented to Billie Jean Guerrero, Director of the Pyramid Lake Museum & Visitor Center of Nevada. Billie Jean Guerrero, an enrolled member of the Pyramid Lake Paiute Tribe, is the director of the Pyramid Lake Museum & Visitor Center. She is a dedicated advocate for the preservation of her tribe’s culture, environmental stewardship, and Indigenous visibility. Under her leadership, the museum has become a key center for sharing Paiute history, language, and traditional ecological knowledge, and it features a medicine garden and educational exhibits. The museum’s mission is to collect, exhibit, and preserve the history and culture of the Numu (Northern Paiute) and to educate visitors on various topics, including, Missing and Murdered Indigenous People, National Remembrance Day, Native Song Nights, Basket Weaving, Prayer Rides, and more. Guerrero has also played a significant role in raising awareness about the spiritual connection between her tribe and Pyramid Lake, highlighting the importance of the lake’s health to the Paiute people.
Industry Partner of the Year Award was presented to the Indigenous Tourism Association of Canada. Since 2017, the Indigenous Tourism Association of Canada (ITAC) has been an active and critical partner to the American Indigenous Tourism Association, embodying the true spirit of collaboration and mutual support. They are the kind of partner who lifts you up at every turn—sharing invaluable knowledge of the industry, opening doors to new opportunities, and ensuring that our voices are included in efforts to elevate the Indigenous tourism sector. Through their unwavering commitment and generosity, ITAC has strengthened not only our organization but also the broader Indigenous tourism community across borders, making them a model of partnership and allyship.
Indigenous Destination of the Year was presented to Agua Caliente Cultural Plaza in California. The Agua Caliente Cultural Plaza in Palm Springs, California is a cultural destination dedicated to sharing the history, culture, and traditions of the Agua Caliente Band of Cahuilla Indians. The 5.8-acre plaza, which opened in 2023, features the Agua Caliente Cultural Museum, The Spa at Séc-he, a Gathering Plaza, and an Oasis Trail. The museum offers exhibitions, a theater, a teaching garden, and programming that highlights the history and culture of the Agua Caliente people. The Spa at Séc-he celebrates the Tribe’s ancient hot mineral spring, which has been revered for its healing properties for thousands of years and provides a modern wellness experience. The outdoor spaces, including the Gathering Plaza and Oasis Trail, offer visitors an interactive learning environment that mimics the natural beauty of the Tribe’s ancestral lands. The plaza has welcomed over 100,000 guests since its opening and plays a significant role in the region’s tourism and economic development.
For more than 27 years, the American Indigenous Tourism Association has worked to address inequities in the tourism system and has served as the national voice for U.S. Indigenous peoples engaged in cultural tourism, while providing technical assistance, training and capacity building to Native Nations and communities and Indigenous-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.AmericanIndigenousTourism.