Native News
American Indigenous Tourism Association Reclaims the Mother Road: Spearheading the “Indigenous Roots of Route 66” for 2026 Centennial
The National Nonprofit Centers Indigenous Voices for Route 66 Centennial with New Digital Tools and Global Guidebook
As the nation prepares to mark the 100th anniversary of the historic highway known as Route 66, many Americans remain unaware of the road’s deep connections to Native Nations whose ancestral lands it crosses.
Stretching from Chicago to Los Angeles, the famed roadway has long been celebrated as a symbol of American road travel. But the American Indigenous Tourism Association (AIT) says the history of the “Mother Road” cannot be fully understood without recognizing the Indigenous trade routes that existed long before the highway was built.
To highlight those connections, AIT is partnering with the Route 66 Road Ahead Partnership to ensure the centennial celebration reflects the highway’s Indigenous roots. The organizations say the corridor follows pathways that once linked tribal communities and trade networks across the homelands of more than 25 Tribal Nations.
For decades, the story of Route 66 has focused on neon-lit diners, roadside attractions and nostalgia for mid-20th-century Americana. Those depictions often reduced Native cultures to stereotypes or novelty imagery. AIT leaders say the centennial provides an opportunity to shift that narrative and spotlight the living Indigenous cultures that continue to thrive along the historic route.
More than half of the highway’s 2,448 miles pass through Indian Country. Roughly 1,372 miles of Route 66 cross tribal lands, including communities in New Mexico, Arizona and Oklahoma—home to 39 distinct Tribal Nations. Those communities, AIT says, offer visitors opportunities to experience Indigenous cultures, businesses and heritage sites that reflect both history and modern tribal life.
“As we approach the Route 66 Centennial, we are inviting the world to look beyond the chrome and the stereotypes to see the true heart of this road,” said Sherry L. Rupert (Paiute/Washoe), CEO of the American Indigenous Tourism Association. “For too long, our stories were treated as an afterthought or a marketing gimmick. The American Indigenous Tourism Association is proud to provide the tools for travelers to journey with intention, honoring the sovereignty and resilience of the Native Nations who remain the heartbeat of the Mother Road.”
Central to the organization’s efforts is the guidebook “American Indians and Route 66,” first published in 2016 for the highway’s 90th anniversary. Developed in partnership with the National Park Service and supported in part by the agency’s Route 66 Corridor Preservation Program, the guide highlights the tribal nations located along the route.
Created in consultation with tribal communities, the guide provides historical context about the highway’s impact on Native lands, including both economic opportunities and challenges such as displacement. It also offers visitors guidance on respectful travel when visiting tribal communities.
As part of the centennial effort, AIT has also launched a range of digital resources designed to help travelers explore Indigenous destinations along Route 66. These include a dedicated Route 66 portal on the organization’s website featuring trip-planning tools, historical materials and educational resources. The organization has also introduced a Native American Travel App featuring a Route 66 map initiative designated as an official centennial project.
Through the Destination Native America website, travelers can use an interactive map to locate Indigenous-owned businesses, cultural centers and tourism experiences along the Route 66 corridor. Additional information about centennial celebrations and road-trip events is available through partnerships with travel platforms highlighting the historic anniversary.
AIT leaders say the initiative represents a broader shift in the tourism industry—one that centers Indigenous voices and perspectives in telling the story of the American landscape.
“We welcome you to journey with intention—using our guide to discover the authentic stories and contemporary cultures that make the spirit of Route 66 truly timeless,” Rupert said.
For more than 27 years, the American Indigenous Tourism Association has worked to strengthen Native tourism by supporting Indigenous-owned businesses and providing training and technical assistance to tribal communities involved in hospitality, recreation and cultural tourism.
Tribal Nations interested in developing or expanding tourism initiatives can access resources through the American Indigenous Tourism Association, while travelers seeking Indigenous cultural experiences across the United States can explore opportunities through the Destination Native America platform.