Visit Native California tourism platform launched

Saturday, 24 Sep, 2022 0

State officials and tribal leaders joined Visit California to unveil a new statewide campaign to showcase California’s Native communities and cultural tourism experiences.

The announcement was made at the site unveiling of the future Agua Caliente Cultural Plaza in downtown Palm Springs.

“Visit California is honored to create a platform that showcases the rich cultural heritage of the Native Americans who have called this place home for thousands of years,” Visit California President & CEO Caroline Beteta said.

“We’re committed to partnering with California’s tribes and creating spaces to uplift and honor these communities and cultures.”

California is home to more than 100 federally recognized tribes.

Visit Native California will be a vital source of information on all of the cultural tourism experiences visitors can find across the state

This includes museums and cultural centers, outdoor experiences like hiking and boating, restaurants, tasting rooms and more.

Visit Native California is funded by a federal grant awarded as part of the American Rescue Plan Act.

The grant earmarks $1 million to increase awareness of and travel to the state’s cultural heritage tourism experiences.

The funding will allow Visit California to create and share stories on the Visit Native California platform, which will be housed at

Native storytellers will help expand the California Responsible Travel Code‘s emphasis on preserving the state’s cultural heritage and natural resources.

“As the state with the highest population of Native Americans, and one of the nation’s leading tourism destinations, California is poised to drastically boost national Native tourism promotion and interest with this undertaking,” said Sherry Rupert, CEO of the American Indian Alaska Native Tourism Association.“

Expected to open in spring 2023, Agua Caliente Cultural Plaza will feature the Agua Caliente Cultural Museum, the Spa at Séc-he and an outdoor Oasis Trail.

The Yurok Tribe in Northern California, for instance, maintains its territory in the majestic redwood forest and coastline, as well as the Klamath River.

The tribe operates a busy Visitors Center in Klamath, and leads tours of the river in jet boats and dugout redwood canoes.

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