Sherry Rupert is the CEO of AIANTA, the American Indian Alaska Native Tourism Association. This organisation serves as a voice for the US$14 billion native hospitality sector and showcases the importance of visiting authentic native destinations. AIANTA’s mission is to define, introduce, grow and sustain American Indian, Alaska Native and Native Hawaiian tourism that honours traditional values.

Sherry tells host Si Willmore how the American Indian Alaska Native Tourism Association began, as well as her own background, particularly her work in preserving the site of the Stewart Indian School as a museum and cultural centre. Sherry led the creation of a study called the Economic Impact of U.S. Indigenous Tourism Businesses, the first of its kind, and shares some key findings.

She discusses the importance of visiting authentic native destinations, including historic and artistic sites, and what makes a destination authentic, and she highlights some of her favourite destinations and tourism projects in the AIANTA portfolio.

In the JRNY podcast, Si Willmore talks with pioneers, trailblazers and thought leaders, who are pushing the envelope in the travel industry. Season Six is sponsored by Brand USA.

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