The New Visit Native California Program Invites Travelers to Engage with the State’s Indigenous Cultures

On Wednesday in Palm Springs, tribal leaders from California and the U.S. came together with state tourism officials to unveil a significant initiative—the launch of Visit Native California. This program, developed in collaboration with Visit California, the state’s tourism marketing agency, aims to establish direct connections between travelers and native-led programs throughout the Golden State. The ultimate objective is to inspire visitors to delve into California’s Indigenous cultures through meaningful trips and experiences that extend beyond Native-owned resorts and casinos.

California is home to a rich Indigenous heritage, currently housing 109 federally recognized tribes and approximately 720,000 individuals—the largest Native American population of any state in the nation. The sizes of these tribes vary significantly; for instance, the Yurok community in Northern California, one of the few tribes that has never been displaced from their ancestral lands, has about 6,300 enrolled members, whereas the Augustine Band of Cahuilla Indians is the smallest, with just 11 registered members. While some languages have been lost, California once had 64 distinct Native languages.

Although numerous tribes have been promoting their local tourism experiences, the launch of Visit Native California marks the first state-level initiative dedicated to marketing Native-led travel experiences, akin to Montana’s Tribal Tourism Development Project and North Dakota’s Native Tourism Alliance, established in 2017 and 2016, respectively. This new program aspires to be the primary resource for information on Native cultural tourism opportunities and aims to assist tribes in claiming their place within California’s thriving tourism industry.

The project is funded by a $1 million federal grant from the American Rescue Plan Act, enacted by President Joe Biden in 2021 to alleviate the economic and public health challenges posed by the pandemic. In the initial phase, funds will support the development of Visit Native California’s online platform and promote curated itineraries, museums, restaurants, outdoor activities, and cultural centers through social media and influencers. This initial content is scheduled to launch in March 2023, with future phases focused on aiding tribes in crafting additional experiences. Existing cultural programs across California include redwood dugout canoe tours on the Klamath River hosted by the Yurok people and guided walking tours with the Me-Wuk tribe in Tuolumne County.

“As the state with the largest Native American population and one of the nation’s top tourism destinations, California is uniquely positioned to significantly enhance national Native tourism promotion and interest through this initiative,” stated Sherry Rupert, CEO of the American Indian Alaska Native Tourism Association, during the Visit Native California launch. “We’ve witnessed the economic advantages of coming together under a unified banner, but more importantly, we recognize the role of cultural tourism in supporting the preservation and continuation of our heritage.”

The Visit Native California launch event took place at the Agua Caliente Cultural Plaza in Palm Springs, which is set to open officially next spring. Covering six acres in downtown, this new venue will feature a museum focused on the history and culture of the Agua Caliente people, beautiful gardens, and the “Spa at Séc-he,” offering visitors various therapeutic treatments including massages and halotherapy. The Agua Caliente people have resided in the Palm Springs area for thousands of years, with around 500 members today.

“This project and this location provide my tribe with the chance to share our culture,” stated Reid D. Milanovich, chairman of the Agua Caliente Band of Cahuilla Indians, during the press conference. “This represents us.”

The Visit Native California initiative arises during a period of healing and recovery for California’s tourism sector following the COVID-19 pandemic. In 2020, the state was estimated to have lost $72.8 billion in tourism revenue. Tribal communities faced some of the most significant challenges in terms of both economic and public health impacts. This new initiative aims to provide tribes not only with financial support but also the opportunity to share their cultures with new audiences seeking deeper and more meaningful travel experiences.

“By sharing our culture, we contribute to its preservation,” Milanovich remarked.