TINA MARIE OSCEOLA
KEYNOTE PRESENTATION
December 6, 2011
Intertribal Agriculture Council
Agriculture Summit
Las Vegas, NV
In Indian Country, all discussions relative to economic growth, development, or sustainability should begin with a recognition and commitment from each tribe and each tribal member to the idea and ideal of sovereignty. Sovereignty is the key to who we have always been, who we are, and to who we can be.
One of the most precious customs that, as Native Americans, we insist be included before the start of any tribal, association, or other Indian meeting, is the traditional prayer from the tribal host. It is precious because it reminds us that our sovereignty doesn’t come from the federal or state government, but rather comes from The Creator. The strength provided to us as individuals, and as members of a tribe, or a people, has always come from The Creator. It is that knowledge that should guide us as we build culturally, economically, and even politically.
If that sounds like a strange way to begin a conversation about travel, tourism, economic growth and development, consider the position from which I speak to you today. I am a Seminole who for several years has helped build the first nationally accredited tribal museum and worked to advance the position of our tribe both within our boundaries and without. And, I was also invited today because of my former position as president of AIANTA, the American Indian Alaska Native Tourism Association.
The first thing I tell every tribe, and I tell every Native vendor, is that the value added to everything you do and every thing you show is the story behind it. The richness of Indian Country is that every tribe has its own unique history, culture, language, tradition, and heritage. The thing that separates our real treasures from other roadside attractions is the unchanged, natural value of what we offer. Behind every piece of jewelry, art, music, location, and custom is a story. A story people from all over the world want and need to hear.
How many of you have tourism attractions on your homelands?
Have you ever encountered a German Tourist?
Oh man… Let me tell you… I have often joked that they must hand out some sort of special merit badge upon your return to Germany if, as a German, you visit the US and see an Indian…. Or even better… touch one and get a picture of you doing it. You’ve heard of planking or the new one “fridging” it, right??? I think we can start a new trend called “ndn’n it” –This could be another social media phenomenon – get your picture with an ndn!!
On a serious side though, reports have shown that there may be anywhere from 40,000-80,000 American Indian hobbyists in Germany and anywhere from 200-400 Cowboy and Indian Clubs. Those are Germans who claim to feel native on the inside but are German on the outside. Realistically the majority of the German population are infatuated with the romantic version of the noble Indian portrayed by 19th Century German author, Karl May, who wrote three major works of fiction about Old Shatterhand and Kinnetou set in the wild wild west… His stories shaped a nation’s consciousness about native people.
The vivid imagery of the American Southwest including the topography and our natural environment and its ecosystems engaged the Germans who in contrast were being surrounded by the suffocating reality of the beginnings of European industrialization. The most interesting aspect of the Karl May story is that he spent most days on the inside of a German jail cell and never set foot on the American continent and never visited our homelands. YET he moved a nation… The power of a story.
Over the last several years, AIANTA has presented Indian Country to international audiences at the International Trade Show in Berlin, or ITB – the largest tourism trade show in the world. Without reservation, I can tell you that the booths that introduce Native American tradition – whether art, music, or just colors – always steal the show. Our hosts tell us every year, “Please make this bigger; please bring us even more tribes and regions.” They know what many of us forget: that the value – the value – to Indian Country is our authenticity.
According to the U.S. Department of Commerce, international visitors to our country spent a record $134.4 billion during 2010. And, Europeans are traveling to the U.S. at an increasing rate because of the attractive currency exchange rate vs. the US dollar. Now is the time to capture your tribe’s share of this huge market by joining AIANTA in Berlin next year.
Putting aside for a moment the ideal that we must valiantly protect and promote our tribal identities, from a strictly marketing standpoint –– our points of distinction in the international marketplace are and will always remain only as valuable as our individual tribal, cultural authenticity. We cannot be what others want us to be, or to look like. We have to tell our story honestly.
American Indian culture, history, food, religion, ceremonies, and natural resources have been branded by someone else, whether it be Karl May in Germany, or State Tourism Departments, who use our imagery to promote their states to the international visitors. Where are Tribes and tribal enterprises? Native-owned businesses? Our country’s native nations and its travel and tourism industry has a responsibility that no other industry partner shares… EDUCATION. Taking that one opportunity to educate that one German visitor about who we were, who we are and what our visions for the future are can begin reshaping the global view of our people. BUT native nations have to capture a larger portion of the market share. Simply put, the best way to get someone to value a place, a people or a culture, is to get them out there to experience it for themselves. We need to get them to our venues to tell them our story our way!
The partnerships with the States is important, but we shouldn’t accept just a seat at the table. The age of rubberstamping is over. We’re proud of those initial efforts but we also absolutely insist that those partnerships be based on our interpretive input, the native story, the cultural context. Our partners recognize that those terms are, in fact, precisely what brings them the most value.
In fact, I have been studying the industry for quite some time and have been discussing the economic development side of travel and tourism with the National Indian Gaming Association. In fact we will be hosting a roundtable discussion on January 10 and 11 in Hollywood, Florida. NIGA and the American Indian Business Network will be meeting at the Seminole Hard Rock to move discussions off that roundtable and hopefully into job creation and profits for Tribes, tribal enterprises and native-owned businesses.
I intend on discussing in detail the idea of redefining some of our tribal destinations as their own Destination Marketing Organizations. Tribes like Navajo Nation, Mohegan, Shakopee, Tulalip to name just a few are so critical to their surrounding local communities and states, why should they be a part of someone else’s strategic plan or movement? Tribes can be their own and those “token seats” can be offered to the states, counties or those who can afford to buy in. It goes back to the way I was raised… I wasn’t raised to be competitive. I was raised that survival meant being out in front and at times blazing my own trail. Taking the existing path and keeping up with the competition does not guarantee true success because that path was predetermined by someone else.
So, I come to you today to tell you to always lead with your own tribal story. Never leave your definition to others. And, the best way to tell your own tribal story is through tourism. The key to protecting and promoting your sovereignty is through inviting more people learning your story, through visits, through books, your food, movies, the Internet. The authentic story is what defines you, interests others, protects and promotes your rights, and if properly developed, will bring you tourists and jobs. Yes. Tourism will bring you money and jobs. And, the key to bringing those dollars and those jobs begins with your own story. Start there.
Although, I am no longer associated with the American Indian Alaska Native Tourism Association, I urge you to support their organization and to attend their next annual conference, hosted by the Crow Tribe in Billings, MT, next September. Personally, I can’t wait!
