Blending Tradition and Innovation: Takeaways from the 2025 American Indigenous Tourism Conference

As someone who works at the intersection of story and strategy, I’m used to turning big ideas into authentic narratives. In the tourism world, though, things can often lean a little too heavily into numbers—room nights, marketing impressions, year-over-year growth. But this year’s American Indigenous Tourism Conference (AITC) in Choctaw, Mississippi? It was different. It flipped that script.

The 2025 theme, “Indigenous Tourism: Uniting Traditions and Innovation,” wasn’t just a tagline. It was a call to center Indigenous people—their voices, businesses, and nations—as the true leaders of cultural and heritage tourism. This wasn’t about finding better ways to sell Native stories. It was about listening to how Indigenous communities are shaping their own narratives—and inviting others in on their terms.

Tradition, not as display—but as heartbeat

The Mississippi Band of Choctaw Indians hosted the event, and honestly, it felt more like a reunion than a conference. From the moment you stepped in, tradition wasn’t something staged or static. It was alive—woven into every interaction.

Artists filled the space with beadwork, carvings, and textiles that held generations of meaning. Dancers moved in rhythm with drums that felt like they echoed from the ground up. Every thread of regalia, every shared story, carried something deeper than performance—it was presence. A living culture, unapologetically vibrant.

And that’s the thing—this wasn’t “for show.” It was a reminder: Indigenous culture isn’t a past to preserve behind glass; it’s a rhythm that still guides life today. And tourism, when done right, can help keep that rhythm going.

Innovation rooted in identity

Across breakout sessions and hallway conversations, “innovation” came up again and again—but not in the way the tech world tends to define it. This wasn’t about disruption. It was about sovereignty.

We heard how tribal nations are using digital tools to preserve endangered languages, support Native artists, and prepare visitors through virtual tours before they ever set foot on tribal lands. And programs like UNLV’s Tribal Education Initiative—with support from the newly rebranded American Indigenous Tourism Association (AITA)—are creating space for Native students to blend business skills with traditional knowledge. The goal isn’t modernization for its own sake—it’s empowerment on Indigenous terms.

In every discussion, one message stood out: innovation isn’t about changing who you are. It’s about protecting it.

What real collaboration looks like

I had the honor of joining the keynote panel “New Paths, Shared Journeys,” alongside Dawnielle Tehama, CDTP, CAS, Roni Weiss, and Tammi Tiger. We talked about what partnership looks like when it starts with respect and ends with shared success.

I was there representing the American Bus Association (ABA), and discussed our new partnership with AITA to open doors for Indigenous tourism businesses in the group-travel market. Sure, a motorcoach might bring 50 travelers—but that number matters only if the experience is meaningful for both the visitors and the host community.

That’s where real collaboration kicks in. Our members can help Indigenous partners design packages, pricing, and booking systems that work. In return, our members learn the cultural protocols that must be respected. When it’s a two-way conversation, everyone wins. Visitors return. Communities benefit. Stories stay in the hands of those who live them.

Connection over promotion

One of my biggest takeaways? In Indigenous tourism, communication isn’t about promoting a product. It’s about making a connection.

The Native artists, dancers, and culture bearers present didn’t need a slick presentation to tell their stories. Every movement, every melody—they spoke louder than any marketing campaign ever could.

For those of us working in communications, that means our job isn’t to “spin” the message. It’s to clear the path for the real voices to be heard. We use specific, respectful language. We choose images that tell the truth, not just what’s marketable. And when we talk numbers, we focus on what matters—jobs created, youth engaged, and traditions sustained.

Yes, social media and digital storytelling can widen the audience. But respect is what makes the message meaningful.

Moving forward, practically and personally

AITC wasn’t just a celebration—it was a strategy session. And the path forward is clearer than ever. Here’s what stuck with me:

• Listen first. Don’t jump into a campaign without letting the community define what success looks like.
• Hire Native voices. Let Indigenous creators tell their own stories.
• Use tech with care. Every tool should serve culture, not replace it.
• Measure what matters. Visitors are great—but impact means so much more.

These aren’t lofty ideals. They’re real, doable steps that help tradition and innovation walk side by side.

What I carried home

As I left Choctaw, I felt something I’d heard echoed all week—from artists, students, elders: this sense of continuity. Of community. Of family. As someone who has been largely bereft of cultural ties to my heritage within the Eastern Band of Cherokee Indians, the warmth and welcoming positivity from everyone I met – high school students to wise elders – gave me a sense of homecoming I didn’t even know I lacked.

Indigenous tourism isn’t about nostalgia. It’s about carrying history forward—with creativity, with care, and with control. When Indigenous leaders are at the forefront and the industry listens with intention, innovation becomes a tool for preservation, not disruption.

Every new itinerary, every collaboration, every digital platform? It’s a chance to honor what endures.

And that’s what “Uniting Traditions and Innovation” really means. It’s not a theme. It’s a responsibility. And for those of us helping shape the message, the task is clear: stay rooted in respect, stay open to learning, and always, always keep the story in the hands of those who live it.

---

My profound thanks to the Mississippi Band of Choctaw Indians for hosting this conference and sharing their culture, traditions, songs, and language. And also to the entire staff at AITA, especially Sherry Rupert and Dawnielle Tehama, who put up with my incessant questions and curiosity as I navigated my first AITC. I look forward to returning next year on Tulalip lands.