During the recent 2024 International Indigenous Tourism Conference (IITC), leaders from the Indigenous Tourism Association of Canada (ITAC), New Zealand Māori Tourism (NZMT), and the American Indian Alaska Native Tourism Association (AIANTA) revealed the brand and visual identity for a new global Indigenous tourism organization they are establishing called Destination Original International Tourism (DO-IT).
Once it’s been formally created, Destination Original International Tourism (DO-IT) will focus on the development and marketing of truly authentic Indigenous tourism destinations across the world. The goal of DO-IT will be to unite the world’s various Indigenous tourism industries together into one over-arching group. It is hoped that by coming together as one organization, Destination Original International Tourism will have a larger presence and a unified voice to more effectively promote the global Indigenous tourism industry.
The goal of the newly formed group will be to generate opportunities for joint initiatives, as well as to foster innovative marketing partnerships among Indigenous and non-Indigenous entities. The group also plans to work closely with governments and industry leaders across the globe. A key goal for the group is to get formal recognition and representation within the United Nations World Tourism Organization (UN Tourism) in order to have input on tourism marketing efforts and ensure Indigenous perspectives are included. By gaining a seat-at-the-table, DO-IT hopes to incorporate the Indigenous voice into UN Tourism’s strategies, campaigns and initiatives related to promoting tourism worldwide.
“It’s so important to have an Indigenous-led organization like DO-IT lead the growth of Indigenous tourism. For too long we’ve seen global entities try to market Indigenous tourism on our behalf, yet many travellers still don’t know about our industry, its importance to preserving our cultures and in reconciliation efforts,” said Keith Henry, President and CEO of ITAC. “By joining forces globally, we can elevate Indigenous tourism to new heights, ensuring its long-term sustainability and impact on Indigenous and non-Indigenous peoples. It is no longer about us without us.”
The overarching vision is to create an international tourism network of Indigenous tourism marketing associations in every country. DO-IT hopes to oversee initiatives like international research, uncover trends that will support Indigenous tourism and establish a much larger presence and unified message with major global organizations and key industry conferences.
“This signifies a monumental step towards amplifying Indigenous voices in the global tourism arena,” said Sherry Rupert, CEO of AIANTA. “Together, DO-IT will pave the way for the development and marketing of sustainable and authentic Indigenous tourism experiences. Not only it is our time to shine but this will offer consumer the perfect platform to see and be aware of original experiences anywhere they travel in the world!”
“Rooted in our shared vision, we will safeguard the well-being of our Indigenous communities, cherish and preserve our cultural heritages, and honour and protect our wildlife and environment. As courageous and ambitious leaders in international Indigenous tourism, our dedication extends to the care and hospitality of our visitors, ensuring their experience is respectful. Through our endeavors, we will enrich cultural wealth in harmony with Mother Earth. We look forward in the implementation and full launch of this organization with our partners and start onboarding new Indigenous Destinations very soon, our possibilities are endless!” said Pania Tyson-Nathan, Chief Executive of NZMT.