alix.collins – International Institute of Tourism Studies

Native American Heritage Month Reflection: Advancing Indigenous-Led Tourism Across Our Networks

alix.collinsDecember 2, 2025December 2, 2025Leave a comment

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.

*Jacob Brittingham (third from left) and other students alongside Seleni Matus (far right) at the Distiguished Indigenous Leaders Lecture Series in 2023.*

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.

*Sarah Kills in Water and the Sicangu Youth Council at the Wild12 Tour in 2024.*

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 and Guss Yellow Hair training tour guides in South Dakota*

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.

Behind the Data: How GW Students Shaped Destination Forward Research

alix.collinsAugust 22, 2025August 22, 2025Leave a comment

At the heart of Destination Forward: Advancing Stewardship in U.S. Tourism Planning, an industry publication produced by the GW International Institute of Tourism Studies in collaboration with the Coraggio Group, is a commitment to advancing more sustainable, accountable, and resilient models of tourism. This effort has been strengthened by the contributions of GW School of Business student researchers, who bring fresh perspectives, curiosity, and rigor to the work. Students Jonathan W. and Amélie L. have played key roles in analyzing stewardship plans, compiling critical data, and helping shape insights that bridge academic research with real-world application. Along the way, they’ve not only uncovered the complexities and challenges destinations face in turning ambitious goals into action but also experienced firsthand how applied research can inform and empower industry leaders.

The GW team formally launched the publication at the 2025 Travel and Tourism Research Association (TTRA) International Conference in Ireland, where they presented key findings and hosted a discussion with Miles Partnership and destination leaders from Vail, Colorado, San Diego, California, and San Sebastián, Spain. The presentation emphasized the study’s unique scope and highlighted its value in providing destinations with insights for addressing challenges such as climate resilience, equity, and community engagement. Both Jonathan and Amélie joined the conference to attend sessions and engage with industry leaders, gaining a firsthand look at how their research contributions are shaping national and international conversations in tourism.

To capture their perspectives, we sat down with them to learn more about what they discovered, what surprised them, and what they’ll carry forward from the project.

Behind the scenes: What were your main responsibilities supporting the Destination Forward research, and what part of that work challenged you (or taught you) the most?

Jonathan: My main responsibility, and what I spent the most time on, was researching and compiling the various sets of indicators (e.g., economic, social, demographic, political, travel/tourism) for the 35 destinations involved in this study. Being responsible for this has taught me a tremendous amount about the principles of good data collection and compilation, of which I am still learning a great deal. It has also been a challenging process, as certain types of data can be difficult to find/obtain, and many times the data is not consistent across destinations, requiring careful work to maintain a certain level of consistency in how it’s sourced, compiled, and presented.

Amélie: In the Destination Forward research project, my main role has been collecting, reviewing, and organizing data from destination stewardship plans across the U.S. More recently, I have taken on project management responsibilities, delegating tasks and tracking progress to meet deadlines. One of the biggest challenges has been maintaining consistency across such varied plans. Each one uses different structures, terminology, and frameworks, so applying a clear and adaptable coding system was essential to align the information. This experience has strengthened my attention to detail, adaptability, and ability to work with large amounts of data.

On the research itself: What part of the research process for Destination Forward surprised you most—either in the data you analyzed or in what you heard from destination leaders?

Jonathan: There was often a disconnect between how the aspirational goal/mission of destination stewardship was described at the beginning of the plans and the actual fleshing out of actionable strategies and tactics presented in a practical step-by-step way in the latter half of the plans (as well as having readily available information/updates on implementation), highlighting the challenges destinations face in shifting to this new model of destination stewardship.

Amélie: One of the biggest realizations I had during this research was recognizing the gap between destination stewardship plans and their actual implementation. Many of these plans were created after 2020, when destinations began restructuring in response to the pandemic. Yet, even now, there is little to no evidence that the goals or actions outlined have been implemented. Some of the proposed actions were truly innovative and thoughtfully designed, with the potential of benefiting the planet environmentally, economically, and culturally. Seeing such promising ideas go unimplemented was both shocking and disappointing, and it highlighted the urgent need for stronger accountability, follow-through, and systems to measure progress.

Collaboration & Mentorship: What did working with the GW team and partners teach you about doing applied research in tourism/destination stewardship? Any “aha” moments about turning research into action?

Jonathan: There’s always a point when conducting a tremendous amount of research like this for it to be analyzed in an actionable way, and working with the GW team and partners really illustrated just how impactful and insightful this kind of applied research can be. Going through that process also provided insight into why data was collected and analyzed in certain ways, and why you sometimes have to go back and modify how it was collected/analyzed.

Amélie: This work is not just about producing a report. With the help of the GW team and our partners, it delivers real insights that truly benefit industry leaders. Through both our research and my experience attending the conference, I have noticed a recurring challenge: a lack of collaboration and trust between industry professionals and academics. This project aims to help close that gap by using academic research to directly support and strengthen the tourism industry. One of my biggest “aha” moments came during the focus groups with representatives from each destination. For months, our information had existed in documents and spreadsheets, but in that Zoom meeting, it came to life. Hearing people share their experiences, challenges, and perspectives added depth and humanity to the plans and to the study as a whole.

Learning at TTRA: Which sessions or talks at the Ireland conference stuck with you, and why? Any ideas you’re bringing back to the project or your coursework?

Jonathan: While there were many sessions I enjoyed with impactful findings and insights, I have a particular interest in film tourism and thoroughly enjoyed the session on the importance of the film sector in driving tourism, which was a panel discussion with representatives from various film commissions/boards throughout Ireland. One insight that stuck with me is how destinations can be transformed overnight by something like marketing through film, whether done intentionally or not, providing both huge benefits and significant challenges to destinations that previously didn’t experience increased tourism, or in some cases, any tourism at all. It reinforced just how important the model of destination stewardship is, so that destinations are resilient and prepared for any fluctuations in tourism.

Amélie: The session that stood out to me the most was presented by Rachel Dodds. She spoke about how tourism has existed for a long time, yet in many ways has made little lasting impact. While destinations often claim to be unique, they often replicate what other places have done successfully rather than creating truly distinctive and sustainable experiences. My biggest takeaway was the need for greater responsibility and accountability within the industry. Another moment from the conference that stayed with me was when a presenter said, “Without data, you are just another person with an opinion.” It reminded me that in tourism, and in any field, ideas and intentions only have value when supported by evidence. This connects directly to the Destination Forward research we are doing, which is focused on producing work that creates meaningful, evidence-based impact.

Advice for future students: If another student joined the project tomorrow, what guidance would you give them to make the most of the experience?

Jonathan: My advice would be to think critically about whatever part of the project you’re working on or area you’re researching, always thinking a few steps ahead and how it fits in with the larger project. I also think it’s important to keep in mind that things are fluid and not always set in stone, so it’s good to be prepared for revisions and modifications to the areas you’re working on as the project advances.

Amélie: Take the initiative to build your network. Everyone brings their own unique background, skills, and passions, which makes our team so dynamic and interesting. The more you connect with others, the more rewarding and valuable the experience will be. Networking isn’t just about exchanging contacts; it’s about forming meaningful relationships that provide support, collaboration, and inspiration long after the project is over.

The Destination Forward project is a cornerstone of our mission at the International Institute of Tourism Studies: to equip destinations and leaders with the tools and evidence they need to thrive sustainably. By engaging students directly in this work, we not only advance the research itself but also prepare the next generation of changemakers who will lead the industry into the future. Jonathan and Amélie’s experiences highlight the value of bridging classroom learning with applied research, and they underscore why collaboration across academia, industry, and communities is essential for building a stronger, more resilient tourism sector.

Redefining Tourism: A National Shift Toward Community, Equity, and Resilience

alix.collinsJune 24, 2025June 24, 2025Leave a comment

A new national report reveals how 35 U.S. destinations are putting community well-being, equity, and long-term resilience at the center of tourism planning.

Across the country, tourism destinations are at a crossroads. Communities are grappling with growing housing pressures, workforce shortages, overcrowding, and the escalating impacts of climate change. For many, the COVID-19 pandemic was a wake-up call. It intensified pre-existing challenges and triggered a surge of unpredictable visitation that placed even greater strain on infrastructure, ecosystems, and quality of life.

In the wake of these pressures, a shift is underway. Community voices are growing louder, and destination organizations are asking deeper questions: What kind of tourism do we want? And who is it really serving?

A Shift in Mindset—and in Practice

Local leaders and destination organizations are responding with a new approach. Rather than focusing solely on marketing, they are embracing destination stewardship—an expanded role that puts communities, sustainability, and long-term thinking at the forefront.

Across 35 cities, counties, and regions, a new generation of tourism plans is taking shape. These plans are grounded in local values and built through inclusive collaboration. They represent a deliberate move toward a tourism model that serves both people and place.

Introducing Destination Forward

Destination Forward is a new industry publication from the George Washington University International Institute of Tourism Studies, produced in collaboration with the Coraggio Group. Led by Seleni Matus and Dr. Salvador Anton Clavé, the report is the most comprehensive national study of its kind.

It analyzes 35 destination management and stewardship plans from across the U.S., using a rigorous framework grounded in global sustainability standards. The research is informed by direct input from 31 destination leaders who shared their motivations, challenges, and lessons learned.

In addition to a comparative analysis, the report features a gallery of standout initiatives that demonstrate stewardship principles in action—from climate-smart planning to inclusive stakeholder engagement.

A Wide Range of Destinations, A Shared Commitment

The destinations studied range widely in size, geography, and visitor volume—from sprawling urban centers like Los Angeles to small rural areas like Ohio’s Hocking Hills. Some welcome fewer than 5,000 residents, others host over 30 million visitors annually. Yet all have made a shared shift: from viewing tourism as a marketing function to embracing it as a community responsibility.

*Thirty-five U.S. destinations are included in the study. They represent diverse geographies, including urban (red), mountain (brown), coastal (blue), and island (green).*

Each plan was selected based on clear stewardship criteria. They integrate environmental sustainability, cultural preservation, resident quality of life, and long-term economic health. They also emphasize cross-sector collaboration and meaningful community engagement.

Six Key Takeaways

The study uncovered six core insights that reveal where the field is headed—and where challenges remain:

Community Well-being is Central to Stewardship Planning
Destination Organizations Are Evolving Through Stewardship Planning
Funding, Authority, and Capacity Are Core Constraints
Strategic Intent Often Outpaces Tactical Follow-Through
Social and Economic Equity: Still More Talk Than Action
Environmental Goals Are Common, Clear Actions Are Not

A Resource for Destination Leaders

Whether you're developing a tourism plan, addressing complex community challenges, or redefining your organization’s role, Destination Forward offers practical, research-backed insights to inform your next steps.

At a time when tourism’s future is being reimagined, this report provides a roadmap for how destinations can align economic vitality with community values—and lead with purpose.

Learn more and read the full report

Destination Forward is part of a larger, ongoing academic research project led by the George Washington University International Institute of Tourism Studies. The findings shared in this first publication represent an important early step in a research effort that will be revisited over time. As the work evolves, it will generate additional practical insights to support destination management and stewardship. The research team used a variety of methods to identify and compile the 35 local-level U.S. destination management and stewardship plans included in the study. If you know of a plan or strategy we should consider as part of this ongoing research and future publications, please get in touch with us at iits@gwu.edu.

Strengthening Indigenous and Community-Based Tourism Across the Americas: Reflections from the Twenty-Sixth Inter-American Congress of Ministers and High-Level Authorities of Tourism

alix.collinsApril 16, 2025May 31, 2025Leave a comment

Earlier this April, we had the incredible opportunity to participate in the Twenty-Sixth Inter-American Congress of Ministers and High-Level Authorities of Tourism, hosted by the Organization of American States (OAS) and the Inter-American Council for Integral Development (CIDI). The event brought together tourism leaders and policymakers from across the hemisphere, with over 23 member states represented, more than half at the ministerial level—a remarkable show of commitment to advancing sustainable and inclusive tourism.

Representing the Indigenous Tourism Collaborative of the Americas (ITCA) delegation, Seleni Matus, Executive Director of the GW International Institute of Tourism Studies, and Edward Hall, Indigenous Economic Development and Tourism Executive in Residence, joined long-time partners Richard Bazán of Planeterra and Secretary James Hagen of Travel South Dakota to spotlight the transformative potential of Indigenous-led and community-based tourism.

A Call to Action: Community-Based Tourism as a Path to Inclusion and Resilience

In her plenary session presentation, titled “Strengthening Community-Based Tourism to Build Resilient and Inclusive Local Economies,” Seleni Matus emphasized that community-based tourism (CBT) is about putting people, culture, and sustainability at the center of the travel experience.

“CBT keeps revenue circulating locally. It gives people—especially those from historically marginalized communities—a stake in the tourism economy,” said Matus. “It’s a model that delivers on tourism’s full promise: to uplift, to empower, and to protect.”

She outlined a clear roadmap for scaling CBT: establishing policy frameworks, offering technical support, securing funding, improving market access, and integrating CBT into national branding strategies. Countries like Jamaica and Belize were highlighted for their proactive approaches and successful models, offering scalable examples for other nations to follow.

Edward Hall and Secretary Jim Hagen speak on the importance of Indigenous tourism

Honoring Indigenous Knowledge and Building Economic Futures

In his remarks, Edward Hall reflected on his journey from his early work with the U.S. Bureau of Indian Affairs to co-founding ITCA—an initiative born out of shared conversations with Indigenous representatives from Peru and Ecuador and the collective vision to treat tourism as an extension of historical trade and cultural exchange.

“What I realized with my Indigenous counterparts in Peru was that we needed to come together and honor our past and embrace our connections and commonalities—and look at tourism as an extension of our trade and commerce,” Hall shared.

Hall also discussed findings from ITCA’s 2024 regional capacity-building survey, which gathered input from Indigenous tourism organizations across the Americas. The top priorities identified were marketing and promotion, tourism leadership, community engagement, and cultural interpretation. He emphasized the urgent need for training local leaders, providing financial and technical support, and ensuring Indigenous communities play a leading role in shaping tourism initiatives.

“It is essential that the main resource is the Indigenous voice—so that the products and outcomes are by and from Indigenous peoples, not about and for Indigenous peoples.”

Charting a Way Forward

The Congress culminated with Ecuador’s formal Ministerial Declaration, which included the establishment of three working groups—one specifically focused on Indigenous tourism. With a clear mandate to operationalize the Declaration in the next three months, momentum is building to integrate community and Indigenous tourism more fully into national and regional development strategies.

This gathering underscored a powerful truth: when governments, academia, Indigenous leaders, and industry come together, tourism can be a tool for economic inclusion, cultural preservation, and sustainable development.

We are proud to have contributed to these important conversations and look forward to continuing our work through ITCA to support Indigenous voices, empower local communities, and shape a more just and sustainable tourism industry across the Americas.

Spotlighting Indigenous Tourism at the Reservation Economic Summit

alix.collinsApril 1, 2025April 18, 2025Leave a comment

We had the enormous opportunity, for the second year in a row, to present at the Reservation Economic Summit (RES), the largest gathering of more than 4,000 Native American and Tribal leaders from across Indian Country. Hosted by the National Center for American Indian Enterprise Development, RES is a powerful platform to share ideas, build partnerships, and shape the future of Native economies.

This year, our team at the GW International Institute of Tourism Studies focused on sharing experiences and insights around developing authentic Indigenous tourism experiences that are community-driven and culturally grounded. Executive Director Seleni Matus moderated a dynamic panel discussion featuring Sarah Kills In Water (Reynolds) of the South Dakota Native Tourism Alliance, Stacey LaCompte of the North Dakota Native Tourism Alliance, and Emily Edenshaw, President of the Alaska Native Heritage Center.

Together, the panelists explored how tourism can be co-created with Indigenous communities to serve as a tool for both economic empowerment and cultural preservation. Their discussion underscored the importance of strong partnerships—locally, nationally, and internationally—to ensure that Indigenous-led tourism efforts are sustainable, impactful, and truly reflective of community values.

As we continue to grow our work in Indigenous tourism, RES remains a vital space for advancing visibility, collaboration, and leadership across the sector. We’re honored to contribute to these conversations and to support Native leaders in shaping tourism on their own terms.

Balancing Growth and Sustainability: Supporting Curaçao’s Tourism Future

alix.collinsMarch 31, 2025April 18, 2025Leave a comment

As many destinations around the world wrestle with the effects of overtourism, the Caribbean island of Curaçao is charting a different course—one that prioritizes sustainable growth, community well-being, and long-term resilience. With strong visitor numbers surpassing 700,000 stayover tourists in 2024 and even more expected in 2025, Curaçao is proactively planning for the future through a comprehensive Destination Carrying Capacity Study in partnership with Sustainable Travel International and the GW International Institute of Tourism Studies.

Grounded in Data and Community Insight

Since the plan’s approval in early 2025, our team has been analyzing a wide range of existing research and data to better understand current conditions and potential future trends. This data is being used to identify potential stress points and inform evidence-based recommendations for how Curaçao can manage growth without compromising the qualities that make it such a special destination.

Last week, our team traveled to Curaçao to present and validate initial findings. The visit included a series of in-depth one-on-one interviews and focus groups with government officials, tourism leaders, private sector partners, and civil society groups, and community town hall sessions with local residents. This qualitative research was essential to ensure that the study reflects local perspectives, values, and aspirations for tourism development.

The team also visited key attractions across the island to gain firsthand insight into the visitor journey and better understand the physical and cultural landscape of Curaçao’s tourism sector.

*Representatives from the GW International Institute of Tourism Studies, Sustainable Travel International, and the Curacao Tourist Board during the validation visit in Curacao*

A Smarter Approach to Growth

Unlike traditional tourism planning models that focus solely on arrival numbers or revenue, Curaçao’s carrying capacity study aims to strike a balance, ensuring that tourism continues to generate economic opportunity while protecting natural ecosystems, preserving cultural heritage, and maintaining high levels of visitor and resident satisfaction.

As the project moves forward, GW will continue to support this groundbreaking initiative by offering data-driven insights, scenario modeling, and practical recommendations for stakeholder-led implementation. The ultimate goal is to empower Curaçao with tools and strategies to shape a tourism future that is as vibrant and resilient as the island itself.

GW International Institute of Tourism Studies Partners with Miles Partnership and Coraggio Group for Groundbreaking Destination Management Study

alix.collinsFebruary 26, 2025February 27, 2025Leave a comment

The George Washington University International Institute of Tourism Studies (GW IITS) is leading a first-of-its-kind national study analyzing the next generation of destination management plans in the United States, with support from Miles Partnership and Coraggio Group.

As destinations face increasing pressures—from climate change and resident sentiment to economic shifts and visitor management—this study will examine how innovative planning approaches are shaping more sustainable, inclusive, and resilient tourism futures.

A Research Framework for the Future of Destination Management

The study will evaluate destination management plans across key dimensions:

Holistic Approach – Balancing environmental conservation, cultural preservation, resident quality of life, and economic sustainability.
Sustainability Integration – Embedding sustainability across environmental, social, cultural, and economic aspects.
Stakeholder Engagement – Ensuring inclusive participation from public, private, local, and Indigenous stakeholders.
Multi-Sector Collaboration – Engaging tourism, public lands, transportation, and economic development sectors.
Local Focus – Analyzing city, county, and regional plans with potential for future state and national-level insights.

Leveraging Expertise from GW IITS, Miles Partnership, and Coraggio Group

The GW International Institute of Tourism Studies has long been at the forefront of destination stewardship and sustainable tourism planning, working with destinations in the US, including Wyoming, New Mexico, Oregon, South Dakota, Alaska, and Maine, and around the world from Jamaica and the Cayman Islands to Belize and Honduras, to develop strategies that prioritize community well-being, economic growth, and preserving natural and cultural heritage.

For Miles Partnership, a strategic marketing consultancy specializing in tourism, this initiative aligns with its commitment to helping destinations develop and implement forward-thinking, data-driven strategies.

The Coraggio Group, known for its expertise in strategic planning and stakeholder engagement, brings valuable insights into how destinations can design and execute impactful management plans.

By identifying best practices and providing data-driven recommendations, this study will serve as an essential resource for destination leaders and tourism professionals looking to shape the future of sustainable tourism.

Learn more and stay connected.

Travel South Dakota Launches Destination Development Program

alix.collinsFebruary 5, 2025April 18, 2025Leave a comment

We’re excited to announce that we’ve been working closely with Travel South Dakota to co-develop the state’s new Destination Development Program, which was officially introduced in January at the 2025 South Dakota Governor’s Conference on Tourism. This initiative represents a powerful step toward supporting South Dakota’s rural communities and businesses through responsible, community-driven tourism growth, ensuring that the benefits of tourism are shared widely while preserving the state’s cultural and natural assets.

This work builds on our five-year partnership with Travel South Dakota, which began with a shared commitment to Indigenous tourism through the launch of the South Dakota Native Tourism Alliance (SDNTA). We’re proud that Travel South Dakota has entrusted us as a strategic partner in developing this new program, one that is participatory by design, rooted in local voices, and informed by a deep understanding of the state’s unique destinations and needs.

GW at the SD Governor's Conference on Toursim — *The GW International Institute of Tourism Studies and Travel South Dakota teams at the South Dakota Governor's Conference on Tourism*

Since early 2024, our team at the GW International Institute of Tourism Studies has collaborated with Travel South Dakota to research destination development programs from across the country and shape a framework tailored specifically to the needs of South Dakota’s rural communities. To ground this work in lived experience, we conducted stakeholder surveys and in-person focus groups with local leaders and tourism professionals to gather input on community goals, capacity gaps, and barriers to implementation.

This collaborative approach ensures that the Destination Development Program is not only strategic but also actionable, driven by the communities it’s designed to support. The program will officially launch in August 2025, marking an important milestone in advancing sustainable, inclusive tourism across South Dakota.

Celebrating the Launch of the 2024 Adventure Tourism Development Index: A Global Tool for Adventure Travel Competitiveness

alix.collinsJanuary 16, 2025January 27, 2025Leave a comment

The George Washington University International Institute of Tourism Studies (GW IITS) and the Adventure Travel Trade Association (ATTA) are thrilled to announce the launch of the 2024 Adventure Tourism Development Index (ATDI). This global ranking, now in its most updated iteration since its inception in 2008, is the premier tool for evaluating adventure tourism competitiveness across 186 countries worldwide.

What Is the ATDI?

The ATDI is the only country-level ranking index that assesses destinations’ competitiveness and potential for adventure tourism. It evaluates countries based on nine key pillars:

Sustainable Development
Safety
Health
Climate Resilience
Natural Resources
Cultural Resources
Entrepreneurship
Infrastructure
Image

By combining objective data from global databases with insights from industry experts, the ATDI offers a robust analysis for adventure travel decision-makers, such as destination management organizations (DMOs) and trade associations.

*The updated ATDI Framework. Courtesy of the Adventure Travel Trade Association*.

A Fresh Start for the ATDI

The 2024 edition marks a pivotal moment, being the first update since early 2020. In response to the industry’s significant changes brought on by the COVID-19 pandemic, the ATDI underwent a comprehensive review. This resulted in a restructured framework, updated factors, and refined indicators to better reflect emerging trends in adventure travel. Key updates include:

Reducing the number of pillars from ten to nine for a streamlined framework.
Expanding the indicators from 19 to 23, introducing 17 entirely new metrics to address sustainability, resilience, and evolving market dynamics.
Adding the Climate Resilience pillar, reflecting the growing importance of sustainable and responsible tourism practices.

Top Performers in 2024

The 2024 ATDI recognizes standout destinations in two categories: Advanced Economies and Emerging/Developing Economies. The top-ranked countries this year are:

Advanced Economies

Germany – With consistently strong scores across all nine pillars, Germany’s top rankings in both Cultural and Natural Resources secured its position at the top.
France
Switzerland

Emerging/Developing Economies

Costa Rica – A leader in Sustainable Development and Country Image, Costa Rica’s exceptional natural and cultural offerings solidify its top spot.
Chile
Thailand

Why the ATDI Matters

The ATDI is more than just a ranking; it’s a strategic tool for the adventure travel industry. By evaluating destinations’ potential and capacity for adventure tourism, it provides critical insights for stakeholders to anticipate market shifts, adapt to changing consumer preferences, and promote long-term competitiveness.

The index also underscores the essential link between natural and cultural resources, adventure tourism, and sustainable development. By doing so, it champions responsible growth in the adventure travel industry, ensuring that destinations benefit economically while preserving their unique environments and heritage.

Looking Ahead

The 2024 ATDI reflects not only the current state of adventure tourism but also its future. As the global industry continues to evolve, the insights offered by this updated index will remain an invaluable resource for decision-makers worldwide.

We are proud to partner with the Adventure Travel Trade Association in presenting this transformative tool and invite you to explore the full report here.

The Power of Indigenous-Led Tourism

alix.collinsOctober 14, 2024October 14, 2024Leave a comment

On Indigenous Peoples’ Day, we honor the resilience, contributions, and sovereignty of the Native peoples who were the original stewards of the land.

First proclaimed in 2021 by President Biden, this day is a reminder of our country’s responsibility to recognize and uphold the rights of Indigenous communities, a responsibility we have failed to do time and time again. It is also a day to reflect on the deep injustices Native peoples in the U.S. have endured, celebrate their lasting strength, and honor their unique and rich heritage.

Historically, Indigenous peoples have been excluded from the planning, management, capacity building, governance, and marketing of tourism, including tourism that takes place on their lands. Despite being key cultural and natural attractions, Indigenous communities rarely benefit from tourism dollars generated on their lands and in their communities, with the majority of profits flowing to non-Indigenous businesses.

According to the American Indian Alaska Native Tourism Association (AIANTA) 2024 Economic Impact of U.S. Indigenous Tourism Businesses Report, Native tourism, which includes American Indian, Alaska Native, and Native Hawaiian businesses, generated approximately $15.7 billion in sales annually. From 2017 to 2020, the number of Indigenous tourism businesses grew by 230%, though they still represent only a small fraction—about 1.5%—of the total U.S. tourism economy.

By building their capacity, Indigenous communities have been developing their own tourism products, reclaiming their narratives, and asserting ownership of their history and culture, all of which is critical for undoing the centuries-long cycle of cultural erasure and misrepresentation. Indigenous-led tourism allows Indigenous communities to control and validate how their histories, cultures, and lands are portrayed to visitors, ensuring that their stories are told in a way that respects their heritage and prioritizes their values.

Developing Native-Led Tourism Products

In South Dakota, tourism contributes significantly to employment and state revenues. In 2019, the state welcomed a record 14.5 million visitors. Tourism spending reached $3.98 billion, a 2.8% rise from the previous year, and supported more than 55,000 jobs. At the time, there was no meaningful connectivity between the Tribal Nations in South Dakota and the millions of tourists that visit the major attractions in and around the Black Hills region, Badlands National Park, and Sioux Falls. To fill this gap, the South Dakota Native Tourism Alliance (SDNTA) was formed as a way for South Dakota’s Tribal Nations to take ownership of developing, implementing, and promoting Native products and experiences.

Developing tourism products includes developing the infrastructure to manage, and promote products and experiences. Since forming five years ago, the SDNTA has made great strides towards their goal of becoming an independent nonprofit that develops, manages, and promotes Native tourism in South Dakota. In January, they approved organizational bylaws and elected all remaining seats to the Board, with at least one representative from each Tribal Nation and three at-large non-Tribal Nation members. The SDNTA also filed the paperwork for nonprofit status in both South Dakota and at the federal level and in September was awarded its first grant to strengthen its organizational capacity.

This structure has allowed the SDNTA members to come together more effectively to develop, manage, and promote Native tourism in South Dakota. This summer, Destination America and Trafalgar Tours marked their second year of partnership with the SDNTA on the “National Parks and Native Trails of the Dakotas” nine-day tour, which explores tribal lands and national parks in North and South Dakota. So far this year, 62 visitors participated on the tour, which includes visits to the Pine Ridge, Rosebud, and Lower Brule Reservations, as well as the Lakota Youth Development (LYD) site in Herrick and the Dakota Indian Foundation in Chamberland. With its enhanced organizational capacity, the SDNTA is positioned to develop additional products and experiences for visitors.

In 2023 in Maine, 15,267,000 visitors spent more than $9 billion and supported 131,000 jobs throughout the state. Despite Maine’s thriving tourism industry, few benefits accrue for the Indigenous Wabanaki communities. The Maine Wabanaki Cultural Tourism Plan, developed by a partnership between the Four Directions Development Corporation (FDDC) and George Washington University, was finalized in August to serve as a guide for Wabanaki Nations and their Native and non-Native partner organizations to collaboratively and respectfully develop cultural tourism products that benefit Wabanaki communities, entrepreneurs, and businesses while offering authentic and educational experiences to visitors.

Critical to the success of FDDC initiatives is capacity-building. Early on, FDDC recognized this need and hired cultural tourism fellows, one per nation, to assist their community with developing products and experiences. To further support FDDC, staff and the fellows underwent training on cultural tourism and product development, facilitated by the GW team, to equip them with the skills, knowledge, and resources to promote Native-led cultural tourism development within their communities. Moving forward, the FDDC team will train additional cultural tourism fellows to work closely with their communities.

Integral to the tourism development process is having a solid management structure in place. The Wabanaki Cultural Tourism Initiative Leadership Team was able to lean on the SDNTA and other Native DMOs like Akwesasne Travel for feedback and advice on the best governance structure to support collaborative implementation of the plan. Developing and implementing these governance structures is time-consuming, but as more Tribal Nations establish their own tourism marketing and management organizations, they can learn from each other's experiences.

Reclaiming Narratives

Indigenous-led tourism has the unique opportunity of educating visitors about the real histories of Indigenous peoples, often countering the dominant narratives taught in schools or depicted in media. By doing so, they invite guests to unlearn colonized versions of history, engage in more authentic experiences, and develop a more respectful understanding of Native cultures.

Tour operators and guides control travel narratives and have to ensure that Indigenous voices are represented. In South Dakota, there is only one Native American-owned tour company in the state, Tatanka Rez Tourz, led by a father-daughter team that offers a unique and authentic experience of life on the Pine Ridge Reservation. They provide guided tours of significant cultural and historical sites, including the Wounded Knee massacre location, sharing the Lakota people's traditions, history, and perspectives.

Many states, including South Dakota, face a shortage of Native tour guides, leaving many visitors without access to authentic Indigenous perspectives. This year, the SDNTA took a crucial step in addressing that need by training 20 Native tour guides in May. In doing so, SDNTA is closing the gap between the history often taught in American schools and the deeper, more nuanced historical truths held by South Dakota’s nine Tribal Nations.

At this year's 12th World Wilderness Congress, six SDNTA tour guides were selected to provide three tours to 150 international visitors to Wind Cave National Park and Bear Butte State Park. On the Wind Cave National Park tour, Native guides discussed not only the cultural significance of the area but also contemporary issues like land rights and environmental justice, offering visitors a more complete and truthful understanding of recent events like the Standing Rock protests. One visitor shared: “I never heard these stories, the real story of Standing Rock,” a common experience for many people who encounter Native perspectives for the first time.

Having Native guides helps correct long-standing misrepresentations of Native history, ensuring that visitors leave with a deeper appreciation of Native lands and the people who have stewarded them for generations.

The Importance of Authentic Allyship

According to the new World Travel & Tourism Council (WTTC) report, Supporting Global Indigenous Tourism, Indigenous tourism is projected to contribute $67 billion to the global economy by 2034. With increased global interest in Indigenous tourism, there is a need for authentic allyship and platforms for peer-to-peer exchanges.

Authentic allyship in supporting Native tourism development efforts requires trust, long-term commitment, and patience during the time it takes to build trust. It also requires an understanding that being a partner in the development process is not just about offering resources or expertise—it is about empowering Indigenous communities to take the lead in defining their tourism ventures and managing their cultural assets.

GW International Institute of Tourism Studies is honored to have partnered with Indigenous communities to develop and manage tourism products throughout the US for more than ten years, including those in South Dakota and Maine. The experiences and challenges felt by Indigenous communities in the U.S. are very similar to those in Indigenous communities throughout the Americas and the world. The work GW does domestically informs its larger-scale efforts to bring Indigenous leaders together to share lessons learned, exchange ideas, and collectively organize around shared priorities through the Indigenous Tourism Collaborative of the Americas (ITCA), a network of Indigenous and tourism industry leaders. ITCA presents an opportunity for allies to partner for Indigenous tourism economic growth, narrative autonomy and cultural strength. With our continued allied support, Indigenous peoples will create a more vital and equitable tourism sector worldwide.