Research & Reports
American Indigenous Tourism Association
$11.6 billion
Indigenous-owned tourism firms contributed $11.6 Billion to the U.S. economy in 2020.
78.2% Increase
78.2% increase in the number of Indigenous tourism employment (jobs) from 2017-2020.
228% Increase
228% increase in Indigenous-owned tourism firms in the tourism sector from 2017-2020.
Source Annual Business Survey 2017-2020 and Non Employer Statistics by Demographics. *Down from 15.7 billion pre-COVID-19 Restrictions.
The Power of Indigenous Tourism 2025
Indigenous lands offer unique cultural heritage, culinary, and agritourism experiences, creating significant economic benefits for Native Nations and communities. Indigenous-owned enterprises contribute to local, regional, state, and federal tax bases, making Indigenous tourism a powerful driver of economic growth.
Economic Impact of U.S. Indigenous Tourism Businesses 2024
American Indian, Alaska Native and Native Hawaiian-owned tourism firms contribute $15.7 billion to the U.S. economy. In 2019, the 120,869 AIANNH firms in the tourism sector were three times more than in 2017. By 2020, the number of firms increased by 10 percent to 133,043. This represented 1.5 percent of the total U.S. tourism economy.
"Visitors are increasingly recognizing cultural tourism and the profound value of hearing authentic Indigenous stories—rooted in thousands of years of tradition and passed down through generations—especially when shared by Indigenous people from the very communities they represent. This powerful exchange not only fosters mutual respect and understanding but also plays a vital role in preserving and revitalizing Indigenous cultures, strengthening community pride, and promoting intercultural understanding beyond its economic contributions."
— Sherry L. Rupert (Paiute/Washoe), CEO
American Indigenous Tourism Association
Overseas Tourism
Overseas Visitors Who Engage with American Indigenous Communities During their US Visit
1.6 million
Overseas visitation to American Indian communities grew 14% in 2023, reaching 1.6 million visitors and representing 4.5% of all international travelers.
Top Source Market
United Kingdom (199,000 visitors), France (187,000), India (135,000), and South Korea (134,000).
Top Ports of Entry
Los Angeles (20%), New York (15%), San Francisco (11%), Miami (11%), and Las Vegas (6%).
Top US States Visited
California (591,000), Nevada (518,000), New York (381,000), Arizona (345,000), and Florida (256,000).
Purpose of Trip
Vacation/holiday (70%), visiting friends/relatives (19%), and business (7%).
Top Leisure Activities
Visiting American Indian communities (100%), sightseeing (91%), shopping (87%), national parks (74%), and small towns (65%).
The National Travel and Tourism Office (NTTO) is part of the International Trade Administration at the U.S. Department of Commerce and serves as the official source of travel and tourism statistics for the U.S. Government. One of NTTO’s research programs is the Survey of International Air Travelers (SIAT), which captures the characteristics of international visitors traveling in the United States. The SIAT, along with the number of visitor arrivals to the United States (also produced by NTTO), is used by the Bureau of Economic Analysis to estimate travel exports, imports, and trade balances. NTTO also produces 12 SIAT-based market profile reports that detail the characteristics of overseas visitors engaged in specific activities in the United States. One of these profiles is Visit American Indian Communities, which contains inbound traveler volume and select traveler characteristics of overseas visitors who engage with American Indian communities during their U.S. visit. These and other characteristics are available annually from 2000 to 2024 on NTTO’s Research home page by going to the Travel Profiles program page and downloading the Market Profile: Visit American Indian Communities report. NTTO also provides SIAT-based custom research. Click here for more information. Authored by David Huether, Deputy Director of Research, National Travel and Tourism Office Industry & Analysis. International Trade Administration, U.S. Department of Commerce. Email at david.huether@trade.gov.
