Category: Indigenous Tourism

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.

The Black Hills, or Pahá Sápa, hold a profound significance for the Lakota people, not just as a sacred land, but as the very heart of their cultural identity, spiritual connection, and history. For centuries, these hills have been a source of life, sustenance, and inspiration. Today, they remain a testament to the resilience and enduring spirit of the Lakota, even amidst ongoing struggles over land rights and cultural preservation. 

The South Dakota Native Tourism Alliance (SDNTA), with the support of GW International Institute of Tourism Studies and Travel South Dakota, has taken a crucial step in bridging the gap between history as it is often taught and the deeper, more nuanced truths held by the original stewards of this land.

Training Native Tour Guides

In May, SDNTA trained 22 Native tour guides on the basics of being a step-on tour guide for the August 12th World Wilderness Congress’s tour day to the Black Hills. The majority of trainees did not have any prior tour guiding experience but joined because they were excited about sharing their culture with conference visitors. 

Training topics included an introduction to storytelling and the importance of telling a unified story, a deep dive into the logistics of being a tour guide, and a visit to the Journey Museum, a museum focused on connecting visitors with the people, cultures, and science behind the sacred Black Hills and prairies of Western South Dakota. It also included activities to prepare trainees for the field training at Bear Butte State Park. These activities focused on scriptwriting, role-playing, time management, and group management.

On the third day of training, eight trainees participated in the field training at Bear Butte State Park. Trainees, having prepared a script and played various tour guide roles, gained experience riding in a motorcoach and using a microphone, introducing themselves in Lakota, conducting tour and safety briefings, managing the group on-site, navigating changing tour logistics, and giving presentations on topics related to culture, traditions, flora, and fauna. Participants also enjoyed a presentation from the Bear Butte State Park staff who provided an overview of the park and shared tips for conducting successful tours for visitors.

In July, trainees who wanted additional guiding practice and those who were unable to make it to the field training at Bear Butte State Park visited Wind Cave National Park to better prepare themselves to the tour since many had never visited before.

Visitor Itineraries

In addition to training tour guides, the SDNTA also assisted the WILD Foundation in drafting tour itineraries. The first itinerary included a visit to Wind Cave National Park and its buffalo corral for a discussion on the cultural significance of the park, bison as a cultural and natural resource for Tribal Nations in northern Great Plains, and how partnerships with NPS transfer live animals to Tribal Nations to support Tribal goals for bison restoration and food sovereignty. 

The second itinerary included a visit to Bear Butte State Park, which also included a cultural presentation by the Sicangu Youth Council. The goal was not only to introduce visitors to the beauty of the Black Hills but also to share the Native cultural perspectives, including the youth perspective, on the region’s land, history, traditions, and current extractive mining activities. 

Making It Their Own: Tour Day 

Five guides and one trainer were selected to lead three tour groups, of nearly 150 visitors total, to the Black Hills on August 28th. This initiative was more than a mere educational endeavor; it was an act of reclamation, an opportunity to elevate Indigenous voices and challenge the narratives that have long marginalized or misrepresented them.

In the weeks leading up to the Wild12 Conference, the tour guides diligently prepared for their roles, carefully studying the routes, identifying significant points of interest, and collaborating with their partners to divide responsibilities. They worked to hone their storytelling skills and were determined to convey the depth and richness of their heritage. For many, this was their first experience as a guide, and there were initial feelings of nervousness. As the day unfolded, however, they found became more confident. Connecting with the visitors, sharing their insights, and making the experience their own allowed them to step fully into their role as a tour guide.

Visitor Experiences

When Native guides share their knowledge, they offer perspectives that move beyond what is found in history books—perspectives that speak to the sacredness of the land, the richness of Lakota culture and traditions, and the complex truths of our collective past.

Each guide spoke of the land's significance and the essential role it plays in their community's survival—reminding us all that "everything we need is in the Black Hills," as one tour guide shared. 

As one of the guides put it, "Tourism is very important. Correct history is important. We need to get these stories right. It's a human being issue." This sentiment was echoed by many of the guides, who shared their experiences and insights with visitors eager to understand the real stories behind the Black Hills. 

This quote from a visitor — “I never heard these stories, the real story of Standing Rock” — reflects a common experience for many people who encounter Native perspectives for the first time. For much of U.S. history, Native stories and voices have been either marginalized or misrepresented in mainstream education, media, and public discourse. Events like the protests at Standing Rock in 2016, which were led by the Lakota and other Native Nations to protect water and sacred land from the Dakota Access Pipeline, have often been framed in ways that overlook the deeper historical, cultural, and spiritual significance of the land and resources to Native peoples.

The "real story" this visitor referred to encompasses many layers. It involves understanding the long history of treaties made and broken by the U.S. government, the struggles over land rights that began long before the protests, and the ongoing fight for sovereignty and environmental justice that Standing Rock represents. The visitor's comment suggests that what is commonly known or taught about Standing Rock — and about Native American history in general — is often incomplete or distorted, leaving out critical Native perspectives and the lived experiences of the people directly affected.

Moments like this highlight the transformative power of having Native guides share their own stories. Visitors are not just learning about historical events; they are being invited to understand these stories from the perspective of those who live and breathe the consequences of these histories every day. The guides offer not just facts, but insights into how these events shape their identity, their relationship to the land, and their vision for the future. By sharing their history and culture, Native guides challenge visitors to see beyond the surface and to recognize the complexities, injustices, and resilience that define Native histories and communities.

This visitor’s realization underscores the importance of Native guides being at the forefront of cultural tourism—offering narratives that are not sanitized or simplified, but grounded in the truth of their people’s experiences.

Engaging Youth: The Sicangu Youth Council Present at Bear Butte State Park

The inclusion of the Sicangu Youth Council in the tour experience was a powerful and inspiring example of youth leadership in action. In collaboration with the SDNTA and the Sicangu Treaty Council, with the generous co-sponsorship from the Rosebud Sioux Tribe’s Tribal Land Enterprise, the Sicangu Youth Council planned a presentation to share their perspectives on the importance of the Black Hills, not only as sacred land but as a symbol of resilience in the face of historical and ongoing challenges.

During their presentation, the Sicangu Youth Council spoke passionately about their program, their recent journey to repatriate remains from the Carlisle Indian School, and the ongoing threats to the Black Hills from mining activities. In a heartfelt gesture, they gifted each attendee with a medicine pouch and explained the significance of each medicine and its traditional uses. 

The exchange was more than just an educational moment; it was a cultural offering that fostered a deeper connection between the participants and the land. The youth council's leadership, knowledge, and commitment to protecting their heritage left a lasting impression on the WILD 12 attendees, reminding everyone that the next generation is ready to carry forward the fight for Indigenous rights and the protection of sacred lands.

By training Native guides, SDNTA is not only fostering economic opportunities but also providing opportunities for South Dakota’s Tribal Nations to reclaim the narrative of their land, culture, and history. These guides offer authentic perspectives, sharing stories and traditions rooted in centuries of stewardship and spiritual connection to the Black Hills. Their voices challenge the often-misrepresented histories found in textbooks and mainstream tourism, ensuring that visitors gain a deeper, more respectful understanding of the land’s sacredness and the resilience of its people. This initiative helps preserve Indigenous culture, elevates their voices, and ensures their stories are heard and honored for generations to come.

In March, GW International Institute of Tourism Studies (IITS) Executive Director Seleni Matus organized and moderated a session of Tribal leaders on “Fostering Indigenous Community Development through Regional Native Tourism Alliances” during the 38th Annual Reservation Economic Summit (RES) 2024 in Las Vegas.

Ed Hall, GW IITS Executive in Residence for Indigenous Tourism and Economic Development, organized and moderated a session of federal agency officials on “Federal NATIVE Act Success Stories.”

RES Attracts Thousands of Leaders

RES features high-caliber networking, teaming opportunities, business development sessions, and one-on-one consulting, all centered around American Indian Enterprise. Held annually, this year’s summit drew more than four thousand participants, including Tribal leaders, members of Congress, federal agencies, state and local officials, and top national company CEOs on a national platform.  The event also features a business matchmaking marketplace.

Regional Indigenous Tourism Alliance Success

Each representative from the regional tourism alliances shared their stories about how they began, their goals, achievements, and the impact of forming alliances on regional tourism development.

Tribes in the US have the natural and cultural assets to develop quality tourism experiences but often lack the resources to develop and implement tourism programs. Since 2013, the George Washington University International Institute of Tourism Studies (GW IITS) has provided technical support to tribes for tourism planning, management, and development.

Speakers included in the session on Native tourism alliances moderated by Seleni Matus were Ivan Sorbel, Executive Director at Pine Ridge Area Chamber of Commerce and Chairman of the South Dakota Native Tourism Alliance; Charlene Virgilio, Executive Director at Four Directions Development Corporation and Wabanaki Tourism Initiative; Darian Morsette, Executive Director at Mandan Hidatsa Arikara Tourism and President of the North Dakota Native Tourism Alliance; and, Jennifer Finley, Councilor of the Confederated Salish Kootenai and member of the Montana Indigenous Tourism Alliance.

Matus has collaborated with each panelist, having led GW IITS teams working with three of these Native tourism alliances on researching and creating sustainable tourism development plans: South Dakota, North Dakota, and the Wabanaki Tourism Initiative. The fourth panelist, Jennifer Finlay, was a speaker at the First Annual Indigenous Leaders Lecture Series event, which GW IITS co-hosted in December on Accelerating Indigenous Tourism Development.

 

North Dakota Native Tourism 

The Native tourism initiative in North Dakota began when the Turtle Mountain Band of Chippewa received a grant from the Northwest Area Foundation in the Pathways to Prosperity Program. Research identified tourism as a component of economic development, which led to a contract with George Washington and the creation of the North Dakota Native Tourism Alliance (NDNTA).  

GW assisted the North Dakota Native Tourism Alliance with planning, training, and preparing for the formal launch of Native American Cultural Tours, its tour operation arm. The tours bring NDNTA closer to establishing itself as a major regional Native American tourism powerhouse. GW continues to mentor the North Dakota alliance and helped secure a $600,000 grant for ongoing work.  

Led by panelist Darian Morsette, NDNTA continues to implement the plan GW IITS helped them create. The Alliance has 27 members including all five tribes, the North Dakota Indian Affairs Office, and the North Dakota Business Alliance.

South Dakota Native Tourism

With tribal leadership and the strong support and involvement of South Dakota’s Secretary of Tourism Jim Hagan, GW helped create the South Dakota Native Tourism Alliance (SDNTA), develop their tourism capacity, and establish a great new cultural tourism product to market, the South Dakota Native Tour.  The tour has been tested in cooperation with Destination America, a global tour operator, and is now operational.  

The South Dakota alliance, is led by Chairman Ivan Sorbel. Its membership includes representatives from all nine tribes, community organizations, tourism-related businesses, Travel South Dakota, CDFIs, and federal agencies. 

Montana Indigenous Tourism Alliance

Seeing the success in the Dakotas, the Montana Indigenous Tourism Alliance (MITA) was created and ratified by the Rocky Mountain Tribals Leaders Council with the help of Virginia Technical University (VA Tech). All of Montana’s Tribes except one are involved in MITA, and Jennifer Finley described the MITA work that has helped her tribe, the Salish Kootenai, gain tourism capacity. In Montana, VA Tech assessed the current tourism situation in seven Tribal communities for strategic, culturally appropriate, and sustainable tourism destination development opportunities.

Maine’s Wabanaki Cultural Tourism Initiative

Assisted by the Maine Office of Tourism, and with facilitation and research by GW IITS, the Four Directions Development Corporation, led by RES panelist Charlene Virgilio, is helping Maine’s Wabanaki tribes create a cultural tourism plan. The plan is set to finish in the summer of 2024.

Federal NATIVE Act Success Stories

The second RES panel featured speakers from three agencies with vested interests in seeing Native tourism efforts thrive.

Hall is a former Bureau of Indian Affairs Tourism Coordinator and was the perfect choice to moderate a discussion on federal agency support for Native tourism in the U.S. Participating as speakers were Toby Bloom, National Forest Service Program Manager for Travel, Tourism and Interpretation; Curt Cottle, Senior Policy Analyst for the National Travel and Tourism Office of the International Trade Administration; and Rebekah Horsechief, Economic Development Specialist with the Office of Indian Economic Development.

National Forest Service

Toby Bloom, National Program Manager, Travel, Tourism, and Interpretation, USDA Forest Service, spoke first in the session, giving an overview of the NATIVE Act.

The NATIVE Act (Public Law 114-221) was designed to enhance and integrate Native American tourism into the U.S. tourism effort, empower Native American communities, increase coordination and collaboration between Federal tourism assets, and expand heritage and cultural tourism. 

Bloom‘s office includes the Office of Tribal Relations, Heritage Programs, and Tourism and Interpretation, and has seen recent budget increases through the NATIVE Act for tribal partnerships and representation on National Forest Service lands. In August 2022, a zero percent match requirement for Tribal Partners became Forest Service National Policy. Since then, Bloom’s office has awarded six no-match tribal tourism grants for $129,000-$250,000 in 2022 and received $1 million from Congress to fund proposals for FY24.  

The Recreation Economies for Rural Communities (RERC) Program is also strengthening rural and Native tourism, funding 25 communities in 2022, including the St. Regis Mohawk Tribe - Akwesasne, NY; Seneca Nation - Salamanca, NY; and Haines Economic Development Corporation - Haines, AK. The RERC FY24 Call for Proposals is out soon at Recreation Economy for Rural Communities | US EPA.

U.S. Department of Commerce

Curt Cottle, Senior Policy Advisor, National Travel and Tourism Office (NTTO), International Trade Administration, U.S. Department of Commerce reported on travel and tourism’s importance to the U.S. economy and the success of Native tourism efforts. His statistics included:

• Travel and tourism supports 7.4 million American jobs through $1.7 trillion in economic activity. 
• 1.1 million overseas visitors engaged with American Indian Communities during the first three-quarters of Q32023 – nearly 1 in 20 overseas travelers visiting the United States
• Each overseas visitor who engaged with American Indian Communities spent $2,800 in the United States in 2022, significantly higher than the $1,800 spent by overseas visitors in general
• The largest international source markets for Indian Country are Canada, France, the United Kingdom, Germany, and South Korea.  The top activities are sightseeing, (86%), shopping (85%), and visiting National Parks and Monuments (79%).
• The U.S. National Travel and Tourism Strategy’s overarching goal is to attract 90 million visitors spending $279 billion annually by 2027. 
• International visitation to the United States should reach 97 million by 2028 after increasing from 67 million in 2023 to 85 million in 2025.

Office of Indian Economic Development

Rebekah HorseChief from the Osage Nation closed the Federal agency session.  HorseChief serves in the Office of Indian Economic Development (OIED) in the Office of the Assistant Secretary – Indian Affairs at the U.S. Department of the Interior.

Under the NATIVE Act, OIED is funded by Congress to offer several financial resources to Native tourism efforts. OIED funds a cooperative agreement/Memorandum of Understanding of up to $2 million with a national Native organization to fulfill the mandates of the NATIVE Act; offered $1-2 million in grants for tribal tourism-related feasibility studies, business plan development, and other tourism-related projects; offered technical assistance, training, webinars; and, supported the Office of Native Hawaiian cultural preservation grants.

OIED has also supported the Indigenous Tourism Collaboration of the Americas (ITCA), an international network of Indigenous leaders, tourism businesses, nonprofits, academics, and policymakers dedicated to developing sustainable tourism that respects cultural heritage, amplifies Indigenous voices, supports self-governance, protects nature, and fosters healing and reunification. In 2022, OIED also funded North and South Dakota Regional Native Tourism Alliances in their work with GW IITS and work in Montana and Virginia Native Tourism Alliances conducted by Virginia Technical University Pamplin College of Business.

Showcase for GW IITS’ Regional Approach to Native Tourism Development

GW IITS was honored by the invitation to organize Native tourism sessions at RES, a National Native economic development conference with an enormous impact on Indian Country and a perfect opportunity to showcase the leading regional Native tourism development efforts in the country today.