ABOUT DO – IT
Manifesto
We advocate for collaborative organisations
Providing paths for those who are propelled by curiosity
For the explorers and adventurers.
We believe in the power of journeys
And the transformative essence of nature
Seeking kinship with people and environment.
We embrace the linkage of the past to the future
Voyageurs of trails and lived experiences from the beginning
Guardians of places and authentic stories.
We feel like discovery starts with roots
Guiding people to experiences they never imagined
Places under our perpetual care.
Together, we are the original of the original
Travel is in our nature.
Destination Original Indigenous Tourism
GUIDING LIGHT
We are a global Indigenous tourism collective working to ensure Indigenous tourism is Indigenous led, values based, and rooted in economic self-determination and stewardship of ancestral lands.
At DO-IT, we walk alongside Indigenous leadership, operators, families, and community members who choose or are exploring tourism as a tool. We support learning, readiness, and informed decision making so communities can shape tourism in ways that reflect their values, priorities, and aspirations; always Indigenous led, values based, and grounded in cultural integrity.
We do not simply market destinations.
We support connection, readiness, and visibility by linking curious, respectful travelers to Indigenous experiences, and helping Indigenous tourism initiatives navigate markets, partnerships, and opportunities with confidence and clarity.
Travel is in our nature. For millennia, Indigenous peoples have journeyed across territories, guided by the stars, the seasons, and responsibilities to land and community. Today, visitors continue to travel through Indigenous territories worldwide, and we continue to welcome them with the same principles of care, reciprocity, and respect for Mother Earth.
As a global collective, DO-IT supports Indigenous tourism entrepreneurs and destinations to grow in ways that strengthen cultural pride, support community wellbeing, protect territories, and contribute to long term Indigenous prosperity.
Indigenous tourism is not a trend.
It is a living expression of who we are, where we come from, and how we choose to shape the future together.
FOUNDING PARTNERS
Destination Original Indigenous Tourism DO-IT is founded and guided by three leading Indigenous tourism organizations that collectively represent decades of experience, credibility, and Indigenous led sector development. Our founding partners are the Indigenous Tourism Association of Canada, the American Indigenous Tourism Association, and New Zealand Māori Tourism. Each organization brings deep regional expertise, strong community trust, and proven leadership in advancing Indigenous tourism at national and international levels.
Together, these founding partners ensure that DO-IT remains Indigenous led, values based, and globally credible. Their collective guidance shapes DO-IT’s governance, standards, and strategic direction, including the advancement of the Original Original Mark of Excellence. Through their vision and collaboration, DO-IT serves as a trusted global platform that supports authentic Indigenous tourism growth while respecting culture, sovereignty, and community wellbeing.
OUR
MISSION
is to advance Indigenous led tourism globally by supporting Indigenous operators, communities, and destinations through authentic representation, market access, data driven tools, and the Original Original Mark of Excellence, while upholding Indigenous values, sovereignty, and cultural integrity.
OUR
VISION
is a global tourism industry where Indigenous peoples lead, benefit from, and are respected within tourism, with authentic Indigenous experiences recognized, valued, and sustained as a vital part of the world’s tourism economy.
CORE VALUES
Destination Original Indigenous Tourism (DO-IT) recognizes Indigenous Tourism as a rights-based development model that contributes meaningfully to the Sustainable Development Goals (SDGs). Rooted in Indigenous self-determination, cultural integrity, and environmental stewardship, Indigenous Tourism advances sustainable development through the following core commitments:
No Poverty
Indigenous tourism generates income through guiding, cultural experiences, crafts, accommodations, and food services led by Indigenous communities and enterprises.
Good Health and Well-Being
Indigenous tourism promotes holistic wellbeing through cultural continuity, connection to land, knowledge transmission, economic empowerment, and stronger community cohesion and health.
Quality Education
Indigenous tourism supports lifelong learning by transmitting language, culture, and traditional knowledge while fostering intercultural education and strengthening community identity.
Gender Equality
Indigenous tourism promotes women’s leadership and entrepreneurship, strengthening gender equality and empowering women in community decision-making.
Decent Work and Economic Growth
Indigenous tourism creates culturally grounded jobs, stimulates broader local economies, supports entrepreneurship, and contributes to inclusive and sustainable economic growth.
Industry, Innovation and Infrastructure
Indigenous tourism promotes innovation rooted in traditional knowledge while supporting culturally appropriate infrastructure, connectivity, and market-ready products respecting Indigenous governance and territories.
Reduced Inequalities
Indigenous tourism reduces inequalities by promoting culturally rooted economic participation and strengthening Indigenous representation in broader economic and policy systems.
Sustainable Cities and Communities
Indigenous tourism strengthens inclusive, resilient territories by valuing culture, heritage, and local governance while supporting sustainable infrastructure and culturally grounded planning.
Responsible Consumption and Production
Indigenous tourism promotes local sourcing, traditional practices, and environmental stewardship, supporting responsible consumption and sustainable value chains locally and nationally.
Climate Action
Indigenous tourism integrates traditional ecological knowledge into land management, strengthening ecosystem resilience and contributing to climate adaptation and mitigation efforts.
Life Below Water
In coastal and island Indigenous territories, tourism supports marine stewardship through traditional practices protecting ocean habitats and promoting sustainable fishing.
Life on Land
Indigenous tourism protects terrestrial ecosystems by reinforcing ancestral land practices and motivating communities to conserve forests, rivers, wildlife, and landscapes.
Peace, Justice and Strong Institutions
Indigenous tourism strengthens community governance and participation, promoting transparency, accountability, cultural rights recognition, social cohesion, and institutional trust.
Partnerships
for the Goals
Indigenous tourism relies on partnerships among communities, governments, NGOs, academia, and international organizations to mobilize resources and support collaborative development.
