30th July 2024

How to develop indigenous tourism that empowers, not exploits

Partner Content Strategy Toolbox

10 strategies for partnering with indigenous communities to develop responsible tourism

By Hallie Milstein, Marketing & Content Associate, Trove Tourism Development Advisors

Travellers are increasingly hungry for experiences that take them beyond the surface level of a destination. Offering authentic cultural experiences, unique perspectives, and meaningful encounters with locals, indigenous tourism is a rapidly growing sector wherein travellers engage in experiences owned and operated by local indigenous community members. A recent study projects the indigenous tourism market will grow at a compound annual growth rate (CAGR) of 4.10% from 2024 to 2034, reaching $67.05 billion USD by 2034 from $44.86 billion USD in 2024.

When approached thoughtfully and respectfully, the growth of this sector can benefit all involved. Here are lessons learned from first-hand experiences in indigenous tourism development to ensure ethical and sustainable practices that promote economic growth and dignity for native communities.

Community-based tourism in the Kalinago Territory

Aligning with this emerging sector, Trove has engaged in several projects over the last couple of years to develop and brand indigenous tourism initiatives.

One such initiative was launched in the Kalinago Territory of Dominica in order to enhance the Territory’s community-based tourism capacity, branding, and web presence. The Kalinago, the island's indigenous people, are deeply connected to their land and culture. Trove developed a place brand that honoured this legacy and met the tribe's objective of attracting responsible visitors. This involved collaborating with local businesses, providing training, and creating marketing channels for easier online bookings. A dedicated destination website was also launched, featuring community information, history, and links to indigenous hospitality and experience providers. The project included developing a visual identity and brand, with frequent feedback from local stakeholders to ensure approval at every step.

Key considerations

Net Positive Impact: Tourism efforts must uplift indigenous communities, not perpetuate discrimination, loss of autonomy, or exploitation.
By Invitation Only: Indigenous tourism development efforts must respect the desire of the community. Understanding the locals’ goals and capacity is paramount during the research phase.
Locally Led: The indigenous community must have control over every part of the initiative from product development to marketing, during which they must maintain autonomy over their image and voice.
Role of Government: According to the UN Permanent Forum on Indigenous Issues, state assistance for indigenous tourism development is crucial, but consultants must also learn and respect indigenous governance and social structures.
Sustainability: All efforts must strive to preserve the native environment and culture, as well as perpetuate a local tourism industry with the capacity for longevity.

Challenges and opportunities

The first challenge to indigenous tourism is a lack of capacity, noting that the goal is attracting niche, responsible tourism, not mass tourism. Communities often lack prepared hospitality industries and support facilities, with remote locations and difficult access further hindering day-trip tourism from urban areas. Infrastructure improvements, such as paved roads, clear signage, and better sanitation and healthcare facilities, can mitigate these issues. Furthermore, capacity building through community training on digital marketing and product development is essential, as seen in Trove's work in the South Pacific, The Bahamas, and Dominica.

Additionally, indigenous stakeholders may worry about tourism's environmental impact due to their deep connection with the land. Emphasising the shared goal of sustainability and following through by prioritising the development of cultural and ecotourism-focused experiences can alleviate these concerns.

Historical exploitation of indigenous people has created distrust of outsiders and the government, making it essential that tourism development stays under community control. Federal programs, NGO grants, and trade agreements can provide economic opportunities, but the community must retain authority. Engaging a steering group can foster trust and ensure equitable partnerships, respecting local governance and community input. A community-based tourism (CBT) model prioritizes local providers and authentic experiences, but the agency must commit to building trust within the partnership to secure stakeholder buy-in.

Finally, targeted digital marketing and storytelling are crucial to address not only a lack of awareness of indigenous tourism in general, but also the presence and offerings of any specific community. Thoughtful branding and marketing can help communities expand their reach and define their tourism brand, emphasising ethical, sustainable, and community-based offerings.

10 strategies for sensitive & successful indigenous tourism development

Respect Indigenous Authorities: Facilitate connections with local law enforcement and municipalities, ensuring respect for indigenous community leaders and equitable revenue distribution.
Do Your Homework: Take an informed approach by enlisting academic institutions. Consult academic and local experts to lessen the burden of education on the community while still obtaining an accurate understanding of the community and relevant research. For example, Trove works closely with the Ministry of Kalinago Affairs, in Dominica.
Engage Steering Committees: Establish feedback loops to ensure indigenous voices are heard throughout the project, as successfully done by Trove, working closely with the Kalinago Chief and Consul in Dominica.
Uplift a Cluster: Form CBT collectives of local experience providers to enhance tourism products and management, empowering indigenous control.
Broaden Your Reach: Establish a multi-stakeholder partnership model that connects community members with outside partners to build mutually beneficial relationships while respecting the autonomy of the indigenous community. Consider partners such as funding bodies, wider tourism boards, and nearby tour operators and DMCs.
Listen Close & Amplify: Use language and descriptions directly from indigenous stakeholders to build an authentic brand voice. Respect traditional names, like using "Waitukubuli", the Kalinago word for Dominica, alongside the English word to honour indigenous pride and history.
Paint Colour Stories: In any visual branding scenario, colours are used to set the tone. However, in indigenous communities, colours often hold deeper meanings. Select colours with intentional meanings that represent the community and avoid negative connotations. For instance, Trove prioritised colours with significant meaning to the Kalinago community, such as yellow and green.
Embrace Tribe-Specific Motifs: Use authentic local motifs in branding, ensuring precise replication of traditional patterns and structures. For the Kalinago Territory’s indigenous brand, the place brand development took inspiration from prominent Kalinago motifs such as their unique beadwork, headdresses, fibre weaving, traditional buildings, and canoes.
Avoid Cliches: Create unique, non-stereotypical branding that accurately reflects the indigenous community in both their history and modernity. Authenticity lies in details, such as thoughtful replication of heritage patterns rather than generic clipart.
Balance Authenticity with Consumer Appeal: The average consumer of the logo is probably not attuned to the ins and outs of specific tribal cultural insignia and motifs. Ensure branding elements are both true to the destination and recognizable to potential travellers. Moreover, recognise that a logo cannot and should not encapsulate an entire community's heritage. In our collaboration with the Kalinago Territory, the logo is a visual insignia for the tourism sector, not a comprehensive representation of the culture.