Rooted in Tradition, Empowering Voices: Exploring the Destinations Pioneering the Future of Indigenous Tourism

A recent report from the World Travel & Tourism Council projects that Indigenous-led tourism will generate more than $67 billion for the global economy by 2034. The report highlights tourism’s role in driving economic growth, particularly in remote regions, while also underscoring its vital contribution to cultural preservation and community empowerment. This presents a unique opportunity for destination organizations to position Indigenous tourism as a vital pillar of development, driving inclusive economic growth, cultural preservation, and authentic visitor experiences. In addition, there is an opportunity to help communities reclaim their identities, strengthen connections among different Indigenous nations, and identify new income sources, particularly in areas with limited opportunities. 

A few organizations are leading the way in helping communities to share their authentic stories, including the Indigenous Tourism Association of Canada (ITAC) and the American Indigenous Tourism Association (AITA). ITAC is a global leader in the marketing and development of authentic Indigenous experiences across Canada. Recently, the Indigenous Tourism Association of Canada (ITAC) launched the Indigenous Tourism Destination Fund, creating an innovative opportunity for Indigenous and non-Indigenous businesses to collaborate in strengthening the tourism industry nationwide. Founded in 1998, AIANTA serves as a unique voice for the Indigenous tourism sector across the United States. The organization’s key priority is to provide technical training for Native communities across Alaska, Hawaii, and other American Indian Tribal nations to promote awareness of authentic cultural, heritage, and historic destinations. 

Destination organizations in recent years have increasingly tapped into their Indigenous tourism potential across both the United States and Canada. The World Travel and Tourism Council estimates that the Indigenous tourism sector in Canada supports over 2,000 businesses, putting almost 40,000 Indigenous people to work across the country. The American Indian Alaska Native Tourism Association estimates that the Indigenous sector employs more than 210,000 people in the U.S., contributing more than $11 billion to the economy in 2025. Several destination organizations capitalizing on this momentum include Explore Fairbanks, Travel South Dakota, and Tourism Saskatchewan in the province of Saskatchewan, Canada. Each of these organizations highlights Indigenous tourism offerings as a commitment to authenticity, inclusivity, sustainability, and reconciliation, helping destinations thrive while ensuring that Indigenous communities benefit culturally, socially, and economically. Furthermore, there is growing interest among visitors in immersive, cultural, and accessible experiences that allow Indigenous stories to be shared in community-led ways, rather than appropriated. 

Explore Fairbanks 

On its website, Explore Fairbanks provides an array of opportunities to experience authentic Alaska Native culture, including visits to cultural centers, museums, exhibitions, dance, and drumming performances, and Indigenous art displays. Alaska is home to the modern Athabascan Indians from the Interior and Inupiat Eskimos of the Western Arctic Coast, who thrived without western amenities for hundreds of years. To honor these nations, Explore Fairbanks includes cultural activities and art of all kinds that are integral to Alaska Native people’s daily lives. Whether it's dancing, drumming, sports, or arts and crafts, these reflect authentic Alaska Native cultural events on display throughout the year. One of these events is the World Eskimo-Indian Olympics, which takes place in July each year. This energetic multi-day event features traditional games such as the Alaskan high kick, knuckle hop, and four-man carry, along with cultural dancing and authentic storytelling. Also, the Festival of the Native Arts, held every February, celebrates Alaska Native culture by showcasing a diverse array of performances from Indigenous peoples across the state. 

Travel South Dakota 

South Dakota is home to various nations of Indigenous people who have a deep connection to both their culture and the land. The Oceti Sakowin, also known as the Seven Council Fires, comprises the Lakota, Nakota, and Dakota tribal communities, primarily across present-day South Dakota, North Dakota, Minnesota, Montana, and Nebraska. Each subgroup has its own dialects, traditions, and stories, but all share the broader Sioux cultural framework. Travel South Dakota, the destination organization for the State of South Dakota, offers visitors a range of opportunities to engage with Indigenous tourism experiences that foster a space of learning, respect, reciprocity, and cultural preservation. One such offering is the Native American National and State Scenic Byway, which follows the Missouri River through the heart of South Dakota, guiding visitors across the lands of the Yankton, Crow Creek, Lower Brule, Cheyenne River, and Standing Rock Sioux Tribes. Along the route, visitors can view the Dignity Statue, a powerful tribute to the courage, perseverance, and wisdom of the Lakota people, symbolizing hope and promise for the future.

To further engage travelers along South Dakota’s tribal lands, Travel South Dakota has created the Tribal Nations: Oceti Sakowin Passport, a mobile travel passport that rewards travelers for visiting and checking in to gain points that can be redeemed for prizes. Additionally, Travel South Dakota produces a Guide to Tribal Nations – Oceti Sakowin Homelands. This print and digital travel guide focuses on the nine Tribal Nations within South Dakota. While Travel South Dakota produces the guide, the content is owned and sourced by the South Dakota Native Tourism Alliance. This partnership ensures that the content is authentic, relevant, accurate, and respectful. Included is a Visitors Etiquette Guide to visiting tribal lands, focused on adhering to conduct that is respectful of the tribes and their ceremonies.