As we look back and reflect on Native American Heritage Month, celebrated annually in November, we want to honor the depth, leadership, and living cultures of Indigenous Peoples in the United States—and continue to celebrate the ways Indigenous-led tourism continues to grow across the country. The month serves as a national moment of recognition, but for the GW International Institute of Tourism Studies (GW), it is also a reaffirmation of our commitment to supporting Indigenous-designed and driven tourism alongside our partners.
In the U.S., Native American Heritage Month reminds us that Indigenous stewardship, creativity, and sovereignty form an essential foundation of our shared future. As we look across our network, we see powerful examples of individuals who are shaping tourism on their own terms and strengthening cultural resilience. Here, we highlight a few stories that illustrate this momentum.
Honoring Youth Leadership: Jacob Brittingham
We are proud to celebrate Jacob Brittingham, recently featured in GW Today for his leadership as a citizen of the Choctaw Nation of Oklahoma and as an advocate for Indigenous students at The George Washington University. In the university’s profile, Jacob reflects on the importance of living culture, language, and community—perspectives that deeply inform his work both on and beyond campus.
A junior majoring in Political Science and Human Services & Social Justice, Jacob serves as president of Students for Indigenous and Native American Rights (SINAR), creating a vital space for Indigenous students in a non-Native urban environment.
We first met him in 2023 during the Indigenous Tourism Collaborative of the Americas Distinguished Indigenous Leaders Lecture Series, and it was immediately clear that his leadership and commitment to community aligned with the goals of our Indigenous tourism work. As a student research assistant, Jacob supported the extensive research for the Choctaw Nation’s Destination Stewardship Plan that we facilitated, bringing his lived experience and perspective to the work. His participation strengthened the project’s grounding in community voices and values.
Jacob’s recognition by GW Today affirms what we at the International Institute of Tourism Studies have long seen: he is a thoughtful youth leader whose commitment to his community guides everything he does. We’re incredibly proud of his achievements and grateful to support his continued journey.
Celebrating Innovation: Sarah Kills in Water and the JMK Innovation Prize
The South Dakota Native Tourism Alliance (SDNTA), represented by Sarah Kills in Water (Rosebud Sioux Tribe), was recently awarded the 2025 J.M.K. Innovation Prize—a national recognition honoring bold, early-stage solutions building a more just and sustainable future. The award highlights the SDNTA’s work to reclaim tourism as a pathway for local economic development, cultural resurgence, and youth empowerment.
In their award video, Sarah, SDNTA Board Member, and Rhea Waldman, PhD., SDNTA Executive Director, underscore a central truth: although South Dakota’s tourism economy generates over $5 billion annually, Native communities have historically been excluded from its benefits. SDNTA’s work aims to change that by aligning tourism development with Indigenous sovereignty, cultural revitalization, and long-term community well-being.
Youth leadership in tourism is a cornerstone of the initiative, and the prize will help further this focus. Sarah describes the inspiration behind this vision, recalling moments such as inviting the Sicangu Youth Council to share their story at Mato Paha (Bear Butte) during an SDNTA-organized tour—a powerful example of Indigenous tourism centering local voices rooted in land, culture, and lived experience. This experience motivated Sarah to explore ways to support cultural revitalization and youth entrepreneurship through tourism. She also acknowledges the persistent barriers facing Tribal tourism—from broadband gaps to transportation to accessible infrastructure—and frames SDNTA’s work as both visionary and practical: building systems that strengthen cultural continuity rather than erode it.
Sarah’s recognition through the J.M.K. Innovation Prize signals a broader shift in U.S. tourism: Indigenous-led, community-driven models are increasingly being acknowledged as essential to the industry’s future. We are truly honored to have helped form this alliance and to play a part in giving it lift. We celebrate Sarah, the SDNTA, and everyone advancing tourism that honors Indigenous places, sovereignty, and stories.
Tianna Yellow Hair: Sharing Expertise to Strengthen Indigenous Tourism in Washington
Last month, we also saw the impact of Tianna Yellow Hair, whose work continues to advance Indigenous-led tourism well beyond her home region. As a board member of the South Dakota Native Tourism Alliance and co-owner of Tatanka Rez Tourz—the only Native-owned tour operator in South Dakota—Tianna brings extensive experience in building tourism systems rooted in Tribal values, community benefit, and cultural accountability.
That expertise guided her role in the State of Washington Tourism Indigenous Tourism Support Program, where, since February, GW has been working alongside the State of Washington Tourism and Teqwuma, a Nisqually-led nonprofit, to develop new Indigenous-led tourism experiences in the Nisqually region. Invited by GW to support the training component of this initiative, Tianna met with Teqwuma staff and Nisqually community members as they began shaping their own visitor experiences.
Tianna led a full day of operational training grounded in the practical realities of developing and running Indigenous-led tours, drawing on her experience operating tours on the Pine Ridge Reservation and training tour guides in South Dakota. The session developed into an open exchange as community members asked questions and explored how operational systems used in other Tribal Nations could similarly support Nisqually-led tourism.
We’re deeply grateful for Tianna’s ongoing work and her willingness to share her experience with Tribal communities beyond South Dakota. Her support reflects the kind of connection and reciprocity that strengthens Indigenous-led tourism across regions. We’re honored to work alongside her and appreciative of the leadership she brings to every space she’s part of.
Looking Ahead
Native American Heritage Month centers the histories, innovations, and leadership of Indigenous Peoples in the U.S. Yet the stories above also remind us that these efforts are strengthened by the connections across regions—from youth leadership at GW, to innovation in South Dakota, to knowledge-sharing between Tribal Nations like Tianna’s recent work with the Nisqually community. Together, they point to a broader movement of Indigenous-led tourism shaped by shared learning, sovereignty, and community-driven design.
At GW, we remain committed to supporting Indigenous-led approaches that honor sovereignty, strengthen community well-being, and open pathways for the next generation of leaders. We look forward to continuing this work—with gratitude for all our partners throughout the country whose leadership guides the way.
