Destination Original International Tourism (DO-IT), the world’s first organization dedicated to marketing and developing authentic Indigenous tourism destinations, was unveiled during the International Indigenous Tourism Conference (IITC) late last month in Ottawa, Canada.
The new brand aims to create a network of leading associations across the world, elevate Indigenous tourism businesses, and work with UN Tourism to represent the Indigenous point of view.
Our Analysis: DO-IT Will Provide a United, Singular Voice for the Indigenous Tourism Industry
Until now, there was no singular organization dedicated to the worldwide amplification of Indigenous travel voices and experiences. But DO-IT’s collective network of stakeholders represents strength in numbers, and its efforts could soon lead to recognition and monumental change within this largely underrepresented niche in travel. Travel advisors would do well to earmark DO-IT as a potential resource for education and assistance when planning travel for clients.
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.
Fast Facts: DO-IT Is a Joint Initiative From Various Indigenous Tourism Associations
- Leaders from the Indigenous Tourism Association of Canada (ITAC), the American Indian Alaska Native Tourism Association (AIANTA) and New Zealand Maori Tourism (NZMT) unveiled the initiative.
- The organization will be creating opportunities for joint initiatives among Indigenous and non-Indigenous entities, and plans to work closely with governments and industry leaders across the world.
- A goal of DO-IT is to create an extensive network of Indigenous tourism associations in each country.
- Additional initiatives may include international research, perception studies, uncovering trends and attending key industry conferences.
- The announcement of the organization was made during a panel at IITC, which was held Feb. 26-28.
What They Are Saying: This Is the First Step Toward Change
“It’s so important to have an Indigenous-led organization like DO-IT lead the growth for Indigenous tourism,” 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.”
“This signifies a monumental step toward 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 is it our time to shine, but this will offer consumers 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 honor and protect our wildlife and environment,” said Pania Tyson-Nathan, chief executive of NZMT. “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 to the implementation and full launch of this organization with our partners and will start onboarding new Indigenous destinations very soon. Our possibilities are endless.”
