Destination Original Indigenous Tourism (DO-IT) is a global alliance led by Indigenous Peoples dedicated to strengthening, positioning, and scaling Indigenous tourism worldwide. The organization was founded by three leading Indigenous tourism organizations: the Indigenous Tourism Association of Canada (ITAC), Māori Tourism (Aotearoa New Zealand), and the American Indigenous Tourism Association - AIT (United States). DO-IT is registered in Aotearoa New Zealand as a Māori-owned business, reflecting its commitment to Indigenous leadership and governance in advancing Indigenous tourism at the global level.

DO-IT was created to advance a rights-based and self determined model of tourism development, grounded in cultural integrity, stewardship of Indigenous territories, and long-term environmental, social, and economic sustainability. Through this approach, the alliance promotes tourism initiatives that empower Indigenous communities, strengthen cultural revitalization, and contribute to resilient Indigenous economies.