CARSON CITY, N.V. (May 4, 2026) – The American Indigenous Tourism Association (AIT) – the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the United States and its territories – today officially declared May 4 as the inaugural American Indigenous Tourism Day. Launching on the opening business day of National Travel & Tourism Week 2026, this event marks a shift in the American travel industry – one that formally recognizes Indigenous leadership and economic contributions as we approach the nation’s 250th anniversary, America250.
While the industry celebrates the $1.3 trillion U.S. travel economy and highlights the breadth of experiences across the U.S. this week, AIT is bringing into focus the critical role of Indigenous-owned businesses and ensuring that the national dialogue reflects the full story of this land. Today, Indigenous tourism contributes $11.6 billion to the U.S. economy annually. This is not merely a niche sector; it is a vital, driving force that creates jobs, supports Indigenous sovereignty, and provides the authentic cultural heritage experiences that modern travelers are increasingly demanding. By establishing American Indigenous Tourism Day, the association is bringing the travel conversation back to its roots, asserting that a truly comprehensive American tourism narrative must honor the original stewards and the enduring legacy of Indigenous peoples.
“National Travel & Tourism Week is the perfect moment to reflect on what makes our country a premier destination. As we look toward the milestone of America250, we must recognize that the story of America is not 250 years old – it is thousands of years old,” said Sherry L. Rupert (Paiute/Washoe), CEO, American Indigenous Tourism Association. “Indigenous tourism is American tourism. As the original stewards of this land, we continue to develop unique, authentic cultural heritage offerings that define the American experience. Our $11.6 billion contribution is a testament to our continuing commitment to economic development that respects the land and preserves our traditions for the next 250 years.”
The Essential Roadmap for 2026: To showcase the depth of this sector, AIT is spotlighting its Annual Top 10 Indigenous Experiences of 2026. This curated list serves as the definitive guide for those seeking transformative travel. From heritage centers to sustainable outdoor adventures, these destinations demonstrate that Indigenous tourism is at the forefront of the industry’s shift toward regenerative and culturally immersive travel. By supporting these destinations, travelers and industry partners are directly investing in the growth and prosperity of Native Nations and communities.
A Commitment to the Future: By establishing American Indigenous Tourism Day, AIT is creating a permanent platform to advocate for the continued expansion of Indigenous-led tourism. AIT invites the broader travel industry to join us in recognizing that the most authentic way to explore the U.S. is to engage with the destinations that have been welcoming visitors since time immemorial.
or 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.
To view the Top 10 Indigenous Destinations of 2026 please visit www.AmericanIndigenousTourism.org.
Native Nations and communities who are looking to start or expand their cultural tourism footprint can find resources at www.AmericanIndigenousTourism.org and visitors interested in learning more about Indigenous culture can visit www.DestinationNativeAmerica.com.