The American Bus Association (ABA) and the American Indian Alaska Native Tourism Association (AIANTA) entered into a strategic trade agreement to strengthen opportunities for U.S. Indigenous-owned and operated tourism businesses in the group travel sector. 

The collaboration underscores ABA’s commitment to supporting Indigenous tourism as a driver of cultural preservation, economic growth, and authentic travel experiences across North America.

As part of the agreement, ABA and AIANTA will exhibit at each organization’s annual event: the 27th Annual American Indigenous Tourism Conference in Choctaw, Mississippi, and ABA’s Marketplace 2026 in Reno, Nevada.

Indigenous Tourism Showing Growth

AIANTA’s research indicates that Indigenous tourism has a significant economic impact, providing travelers with unique, place-based stories and experiences rooted in Indigenous cultures. These businesses are often small, locally-owned operations that contribute directly to community well-being and cultural continuity. 

By connecting these operators with ABA’s network of motorcoach and tour companies, destinations, attractions, and travel service providers, the partnership creates new avenues for collaboration, itineraries, and visitor engagement.

“This partnership with AIANTA helps ensure that Native voices and businesses have a stronger presence in the group travel industry, while giving travelers authentic experiences that enrich their understanding of America’s diverse heritage,” said Ben H. Rome, ABA’s director, communications & brand. 

Benefits of the Partnership

Through Marketplace networking, targeted marketing, and educational exchanges, ABA will actively support AIANTA’s mission to define, introduce, grow, and sustain American Indigenous Tourism that honors traditions and values. This includes promoting opportunities for ABA members to incorporate Indigenous-owned and -operated attractions, accommodations, and experiences into tour offerings.

“This collaboration represents a meaningful step toward a more inclusive and representative travel industry,” said Sherry L. Rupert (Paiute/Washoe), CEO, AIANTA. “Together with ABA, we’re building connections that bring economic benefits to Native Nations and communities while giving visitors a deeper, more authentic view of Indigenous lands and cultures.”