Immersing in diverse and sustainable Indigenous tourism

Indigenous tourism offers a unique opportunity to explore diverse cultures while empowering Indigenous communities economically, socially, and environmentally. A growing demand for authentic and sustainable tourism has catalysed several global initiatives that prioritise Indigenous leadership, cultural preservation, and community-led tourism. Here are some of the exemplary practices and initiatives that demonstrate meaningful and sustainable Indigenous tourism.

• Sámi handicraft certification in Northern EuropeThe Sámi people, native to Scandinavia and Russia, have implemented two certification trademarks: Sámi Duodji for traditional crafts and Sámi Made for modern products. These marks ensure authenticity and direct economic benefits to the community. Developed through collaboration with Duodji organisations, these certifications enable tourists to distinguish between genuine and imitative products, fostering respect for Sámi culture while preserving traditional crafts.

• Canada's "Original Original" accreditationCanada’s Indigenous Tourism Association (ITAC) launched a programme to authenticate Indigenous-owned businesses, requiring at least 51% Indigenous ownership. It ensures that travellers connect with genuine Indigenous experiences while supporting Indigenous economic growth. ITAC also promotes such experiences internationally, highlighting authentic offerings to meet rising global demand.
• Australia's Jina Aboriginal tourism action planWestern Australia’s government has invested AUS$20 million into the Jina Plan, which supports Indigenous tourism businesses through new experience development, training, and marketing. Collaborating with the Western Australian Indigenous Tourism Operators Council (WAITOC), this initiative centres Indigenous voices, enabling them to shape tourism offerings while preserving cultural heritage.
• New Zealand’s Tiaki promiseThe Tiaki Promise asks visitors to act as guardians of New Zealand, committing to care for its land, people, and culture. This initiative aligns with Māori values of stewardship and encourages responsible tourism practices. It also fosters a profound traveller connection to Indigenous cultures while ensuring the sustainability of shared natural resources.
• Ecotourism in Indigenous communitiesEcotourism projects worldwide demonstrate how environmental conservation and tourism can coexist. Many Indigenous tourism operators integrate traditional ecological knowledge into sustainable tourism practices. For example, Māori tourism operators in New Zealand incorporate ancestral lunar and solar cycle knowledge into modern business models, ensuring resource sustainability while educating travellers.
• Training initiatives in ColombiaColombia’s National Association of Indigenous Tourism (ASONTIC) provides training and certifications for Indigenous tourism businesses. By partnering with local communities, this programme enhances skills, ensures sustainable use of resources, and connects operators with international tourism networks, generating long-term benefits for remote areas.

Global collaboration and funding

Collaboration across sectors and borders plays a pivotal role in advancing Indigenous tourism. For instance, Destination Original Indigenous Tourism (DO-IT), a partnership between Canada, New Zealand, and the US promotes Indigenous tourism on a global scale, sharing best practices and resources. Additionally, by funding sustainability-focused initiatives in Indigenous regions, Airbnb helps advance economic and environmental goals for local communities.

Indigenous tourism is not just about exploring unique cultures; it is about sustaining them. By following these global best practices, Indigenous tourism can grow as a model of sustainability and authenticity, benefitting travellers and host communities alike.

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