Local and state tribal leaders join Visit California in announcing a new cultural initiative that honors Native American tribes. You can watch it in the player below.

The “epicenter of all cultural heritage tourism”

“This will be the epicenter of all cultural heritage tourism in California,” Visit California President and CEO Caroline Beteta said as she stood in front of the Palm Springs site of the new cultural plaza. Agua Caliente Band of Cahuilla Indians.

The announcement of the “massive new cultural heritage initiative that spotlights California’s Native American heritage, immersive cultural experiences, and the abundance of native lands” was detailed further below.

Exploring Native American Culture in California

“The Visit California platform will feature blogs, podcasts, itineraries, and more to showcase cultural centers, museums, parks, trails, festivals, and hotels where travelers can learn about our native past as well as vibrant modern lives of our natives. first wave of content and that development will be complete around March 2023,” Beteta said. “This plaza where we’re standing is a great example of what Visit California is, visiting native California .”

Visit California has expanded its online content to encourage visitors to explore Native American culture in California. “Today, California has the largest Native American population of any state, and according to the 2020 U.S. Census, approximately 1.4 million Californians identify as either fully or partially Native American and Alaska Native,” indicates the site.


Beteta was joined by Agua Caliente Band of Cahuilla Indians President Reid D. Milanovich, American Indian Alaska Native Tourism Association President and CEO Sherry Rupert and Yurok Tribe Vice President , Frankie Myers.

California’s native peoples celebrate and commemorate their unique heritage in tribal museums and cultural centers across the state. Right in the heart of Palm Springs, the Agua Caliente Band of Cahuilla Indians is building an ambitious new cultural plaza with design details and architecture inspired by basketry, pottery and desert landscapes. The plaza is home to a 48,000 square foot museum that is destined to be the most impressive Native American cultural facility in California. It will include an interpretive trail and a spa at the site of the healing hot springs the tribe has used for thousands of years.

visit california

Agua Caliente Cultural Square

The Agua Caliente Cultural Square is under construction. According to planning documents, “The new museum comprises approximately 48,000 square feet and will feature collections in a main gallery, a changing gallery and an art gallery. The new museum, a repository of cultural artifacts, stories and of history, will also include an education center and The spa comprises approximately 40,000 square feet to celebrate the ancient healing waters of the Agua Caliente hot mineral spring with treatment rooms, public baths for men and women, a garden of tranquility, lounge, fitness center and outdoor mineral pools.

“This is a historic step forward for Visit California,” said Sherry Rupert, president and CEO of the American Indian Alaska Native Tourism Association. “It can’t be a one-time effort, but has to be a long-term relationship for it to be sustainable.” She described efforts to continue the partnership in the years to come, including the hiring of a “cultural tourism navigator who will be housed here in California to help with the sustainability of these efforts that are being launched here today.” .

Stick with News Channel 3 for continued coverage. Watch News Channel 3 at 4, 5 and 6 tonight for live coverage of the announcement.

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