FIVE MINUTES WITH... Photo © A merican Indian A laska Nat ive Tourism Associat ion
Sherry L. Rupert CEO, AIANTA
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Edited by Sarah Suydam
Groups Today recently caught up with Sherry L. Rupert (Paiute and Washoe Tribes of Nevada), CEO of the American Indian Alaska Native Tourism Association (AIANTA). With two decades of executive-level experience managing and promoting Indigenous tourism, Rupert has dedicated her career to advancing cultural heritage storytelling for Native Nations and communities across the U.S.
ON THE FUTURE OF INDIGENOUS TOURISM As we prepare for t he f uture of travel in our Native Nat ions and communit ies across t he U.S., present ing our culture, arts and foods in a respectful and authentic manner is critical. Regenerative and sustainable tourism will also play a key role. There’s critical work to be done as we bridge the gap bet ween DMOs, tribes and Native Nations across the U.S. AIANTA k nows Native Nations and communities best. As AIANTA evolves into the DMO for U.S. Indigenous communities, the more opportunities Native Nations and businesses w ill have to share their unique, authentic stories and destinations. I hope when people plan vacations in t he U.S., t hey consider ex plor i ng a n Ind igenous ex per ience before heading to a big city or an amusement park. As the first peoples of what is now the U.S., we can use our collective voice to become the first choice—not an afterthought. HOW GROUP TRAVEL PL ANNERS CAN RESPECTFULLY SUPPORT AND ENGAGE IN INDIGENOUS TOURISM By pa r t ner i ng w it h Ind igenous-ow ned busi nesses, ensuring experiences are led by Indigenous guides, and seeking permission before visiting culturally significant sites. Tour groups should be educated beforehand about local customs, traditions and protocols, emphasizing the importance of respectful behavior. Prioritize authentic, communit y-endorsed activ ities that benefit Indigenous communities economically and culturally.
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ON AIANTA’S SIGNIFICANT EFFORTS I’m proud to say that for more than 26 years, AIANTA has served as the only national organization dedicated to advancing cultural heritage tourism in Native Nations and communities across the U.S. Our successful legislative work led to the industry-changing Native American Tourism and Improving Visitor Experience Act (NATIVE Act) funding in 2018, as Indigenous Tourism was recognized through federal appropriations via NATIVE Act implementation. Arguably the most important aspect of the future of travel in U.S. Indigenous communities is t he need for resources, advocacy and bringing equit y to tribes and Nat ive Nat ions w it h i n t he g reater tou r ism i ndust r y. It’s imperat ive t hat systems change to include Nat ive experiences and destinations, and AIANTA is committed to making that happen. Tourism brings economic benefits to our Indigenous communit ies and much more t han that, it gives American Indian, Alaska Native and Native Hawaiian people the platform to perpetuate our culture. FINAL THOUGHTS People want to experience something authentic. We are the first people of this nation, and our domestic neighbors should (and want) to know more about us. A lot of our Indigenous communities are open to that, and more people should take advantage of the opportunity. American Indian, Alaska Native and Native Hawaiian-owned hospitalit y businesses contribute $15.7 billion in annual sales to the tourism and hospitality sector in the U.S.—so yes, travelers certainly have a desire to experience something authentic. There’s a bridge bet ween societ ies t hat non-Nat ive visitors continue to help build, which acknowledges the dark past while looking toward a brighter future together. Curiosity is the key to a respectful visit.