ABOUT DO - IT
Northwest Territories
Canada
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.
Redwoods – Whakarewarewa Forest
New Zealand
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:
Good Health and Wellbeing
Indigenous Tourism promotes holistic wellbeing by supporting cultural continuity, land connection, intergenerational knowledge transmission, and community cohesion. Economic empowerment combined with cultural revitalization contributes to improved social, emotional, and community health outcomes.
No Poverty
Indigenous Tourism strengthens economic sovereignty by creating community-based and entrepreneur-led opportunities that generate income, reinvest locally, and support long-term financial resilience. It contributes to poverty reduction by ensuring Indigenous Peoples are active leaders and beneficiaries within the tourism economy.
Industry, Innovation and Infracestructura
Indigenous Tourism encourages innovation grounded in traditional knowledge and contemporary enterprise. It supports the development of culturally appropriate infrastructure, digital access, and market-ready products that respect Indigenous governance and territorial integrity.
Decent Work and Economic Growth
Indigenous Tourism creates dignified employment, supports Indigenous entrepreneurship in both rural and urban contexts, and fosters inclusive economic growth. It advances fair participation in tourism value chains while strengthening local governance and business capacity.
Sustainable Cities and Communites
Indigenous Tourism strengthens both rural and urban Indigenous communities by protecting living heritage, revitalizing cultural spaces, and supporting sustainable community planning. It reinforces the presence and visibility of Indigenous Peoples within local and global tourism systems.
Reduced Inequalities
By centering Indigenous leadership and decision-making, Indigenous Tourism addresses structural inequities in the tourism sector. It promotes equitable partnerships, fair market access, and inclusive opportunities for women, youth, and underrepresented community members.
Life Below Water
Indigenous Tourism respects Indigenous custodianship of marine and coastal ecosystems. It encourages responsible visitor management and sustainable use of aquatic resources, reinforcing traditional stewardship practices.
Climate Action
Grounded in Indigenous worldviews of reciprocity and balance, Indigenous Tourism promotes environmentally responsible practices and climate resilience. It supports adaptive strategies that protect territories, biodiversity, and traditional livelihoods.
Life on Land
Indigenous Tourism supports the protection of forests, grasslands, sacred sites, and biodiversity through sustainable land use and regenerative tourism practices. It recognizes Indigenous Peoples as stewards of their territories and promotes conservation aligned with cultural values.