CHOCTAW, Miss. (October 28, 2025) – Today, the American Indigenous Tourism Association, the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the United States, kicked off its 27th Annual American Indigenous Tourism Conference (AITC) at Pearl River Resort in Choctaw, Mississippi on the tribal homelands of the Mississippi Band of Choctaw Indians.
The signature event, themed “Indigenous Tourism: Uniting Traditions and Innovation,” immediately underscored the American Indigenous Tourism Association’s strategic evolution, which includes a recent name change and a bold new direction for the industry.
“As Indigenous peoples, we have always found creative ways to adapt, thrive and forge new paths,” said Sherry L. Rupert, (Paiute/Washoe), CEO, American Indigenous Tourism Association. “This AITC explores the powerful intersection of cultural traditions and innovation in Indigenous tourism. We are no longer just participants in the industry, we are redefining it. We’re the architects of a new model. We’re creating a new global standard—where respect, reciprocity, and relationship guide every traveler’s experience. The future of travel is Indigenous.”
Honoring Heritage, Embracing Innovation
CEO Sherry L. Rupert opened the conference with a powerful keynote, emphasizing the vital role of ingenuity in preserving cultural sovereignty.
Introducing The Original Original: A New Standard for Authenticity
This week, the association will usher in a new era for Indigenous tourism with the preview of major initiatives. The most significant is a discussion surrounding the new accreditation program, The Original Original, a mark of excellence marking authenticity for Indigenous experiences across the U.S. and its territories. The conference also features critical discussions on industry partnership and growth:
Beyond Borders: Policy, Partnerships and the Future of Tourism: A high-level session brought a critical focus to the future of Indigenous tourism across North America, featuring Sherry L. Rupert, CEO, American Indigenous Tourism Association; Catherine Prather, President, National Tour Association; and Sebastien Desnoyers-Picard, President & CEO, Destination Original Indigenous Tourism.
New Paths, Shared Journeys: A panel will highlight the importance of cultivating strategic partnerships with industry leaders, including Travel Unity, the American Bus Association, and the University of Nevada Las Vegas William F. Harrah College of Hospitality.
Driving Inbound Travel: Fred Dixon, President and CEO of Brand USA, the nation’s destination marketing organization, will take the stage with CEO Rupert to discuss driving international inbound travel to Native Nations and communities.
Celebrating 27 Years of Strategic Partnerships: The American Indigenous Tourism Association’s 27th anniversary reflects its unwavering dedication to facilitating a thriving Indigenous tourism industry through strategic partnerships. Keynote and session speakers at this week’s AITC represent a diverse cross-section of Native Nations, federal and state partners, and the travel industry, including:
- Chief Cyrus Ben, Mississippi Band of Choctaw Indians
- Keith Henry, President and CEO, Indigenous Tourism Association of Canada
- Catherine Prather, CTP, President, National Tour Association
- Sebastien Desnoyers-Picard, President and CEO, Destination Original Indigenous Tourism
- Fred Dixon, President and CEO, Brand USA
- Roni Weiss, Executive Director, Travel Unity
- Ben Rome, Communications and Brand Director, American Bus Association
- Florian Herrmann, Founder and CEO, Herrmann Global
- Tara Saunders, Business Development Director, Indigenous Tourism Association of Canada
- Kristy Durso, Founder, Accessible Travel Network
- Naomi Torres, Former Superintendent, Juan Bautista de Anza National Historic Trail
- Gwynne Spann, Content Marketing, Visit California
- Dawn Melvin, Tribal Relations Manager, Arizona Tourism
- Tyler Bell (Mississippi Band of Choctaw Indians), American Indigenous Tourism Association Scholarship Awardee
“AITC is more than just a conference—it’s a highly-anticipated annual touch point that provides Indigenous peoples and our partners an inspirational assurance that we are on this journey together,” said Rupert. “The future of travel is bright for Indigenous tourism.”
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. To support our vital work in promoting and sustaining Indigenous tourism, we invite our allies and supporters to donate. Your contribution helps us empower Native Nations and communities through cultural tourism that honors their traditions and values.