9.12 Indigenous Tourism

The regenerative framework has not been confined to agriculture and ecolodges. It has been taken up by a wide array of individuals involved in tourism, including scholars, leaders, organizations, businesses, and even entire communities. Because regenerative tourism draws on Indigenous worldviews and knowledge, it has become the cornerstone of Indigenous tourism throughout the world. Indigenous reciprocal relations with the land have also inspired states such as Hawai’i and countries such as New Zealand to ask tourists to take a pledge. In one case, it has inspired a county in Ecuador—namely Cotacachi, which is located in the tropical Andes. Whereas the terms creative, regenerative, and ethical tourism are used throughout much of the world, throughout Latin America regenerative living is known as Buen Vivir, “an ever-evolving concept with its roots in Indigenous cosmology, and approximately translates to ‘Good Living’” (Chassagne & Everingham, 2019, p. 1910).

Indigenous Ecuadorians in Cotacachi strive to live in harmony with nature and “[t]he Cotacachi-Cayapas Reserve is of particular importance in this respect, because as a major source of non-economic wealth (natural, cultural, aesthetic) in the region, it encapsulates a source of both social and environmental wellbeing” (Chassagne & Everingham, 2019, p. 1919). In order to support the wellbeing of their community and to protect the reserve, the county government works in conjunction with over 30 families who offer eco-tours to harness tourism as a means of promoting the health of the region. In fact, protecting the ecological health of the reserve serves as the main focus of tourism activities. Tour guides educate visitors about the reserve, which contains two of the world’s most important ecological regions with a wide variety of ecosystems, ranging in altitude from 100 feet, where tropical rainforests abound, to 16,000 feet at the peak of the Cotacachi Volcano. It is also home to 28 endangered species, including the spectacled bear, the Jaguar, the Mountain tapir, the black-headed spider monkey, and the Chimborazo hillstar hummingbird.

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The Cotacachi Indigenous community and its government work in conjunction to educate visitors about the region’s non-economic wealth, which includes two of the most biodiverse ecosystems in the world. Biodiversity not only denotes the biological diversity of living life forms, including animals, plants, fungi, microbes, but also the ways in which they interact with and are impacted by their environment. In the words of environmental scientist Sir Robert Watson:

Biodiversity is the variety of life and the interactions between living things at all levels on land, in water and in the sea and air – genes, populations, species and ecosystems. Terrestrial, freshwater and marine ecosystems – for example forests, grasslands, wetlands, mangrove swamps and the oceans – provide us with services essential for human well-being such as food and feed, medicines, energy and fibres. They regulate climate, natural hazards and extreme events, air quality, the quantity and quality of fresh water, pollination and the dispersal of seeds, pests and diseases, soils, ocean acidification, and the creation and maintenance of habitats. These ecosystems also provide for physical and psychological experiences, learning and inspiration, while supporting identities and a sense of place. Everything that enables us to live comes from nature. (2022, p. 16)

A reverence for and stewardship of biodiversity is embedded within Indigenous worldviews. In turn, biodiversity, community wellbeing, and collaboration form the foundation for regenerative tourism, which draws heavily from Indigenous worldviews and reciprocal relations with the earth. Not surprisingly, then, Indigenous tourism initiatives, such as those practiced in Cotachachi County, Ecuador, and Costa Rica have multiplied exponentially during the 21^st century, advancing in parallel with the spread of regenerative systems and regenerative thinking and practices.

Whereas Cotachachi developed tourism in keeping with regenerative tourist principles, Hawai’i has harnessed regenerative tourism to combat the environmental and social harms that mass tourism has inflicted on the state. In 2024, the state passed Senate Bill 2659, which embeds regenerative tourism into its development strategy, to prioritize the protection of cultural and natural resources and to empower Indigenous communities to shape the future of tourism in Hawai’i. The regenerative framework adopted by Hawai’i was developed and guided by Native Hawaiians involved in the grassroots ‘Aina Aloha Economic Futures movement. ‘Aina Aloha, or love of the land, movement works to center Native Hawaiian stories, voices, and values. Regenerative tourism was first adopted by the Hawai’i Tourism Authority in 2019 in order to combat the environmental degradation caused by mass tourism. As one Hawaiian tourism scholar explains, “regenerative tourism incorporates elements from permaculture, regenerative agriculture, sustainable development, circular economies, and indigenous worldviews. It aspires to go beyond the objectives of sustainable tourism by considering all living beings as integral components of the Earth’s broader ecosystem” (Lemarie, 2025, p. 25). Although the impact of the legislation has yet to be felt, it signals an important shift and promises to amplify the voices of Native Hawaiian communities, providing them with a legal means to protect their lands.

In 2024 the Hawai’i Tourism Authority awarded funds to organizations selected to participate in its Community Stewardship and Regenerative Experiences programs. Among these, North Shore EcoTours describes their mission as working

to preserve the cultural integrity of Oʻahu’s natural resources by restoring native forests and creating fun and engaging educational tours for our guests. We promote ‘āina (environmental) appreciation; respect for ‘ike Hawaiʻi (Hawaiian knowledge), sustainable communities. Our goal is to hoʻomana lāhui (empower our island community) by contributing to the local economy, promoting healthy living, and strengthening cultural identity. We believe in: E ola pono, e ola nō (lit. live complete, live well). (n.d., Our Mission section)

Indigenous tourism plays an essential role in the preservation of traditional practices, knowledge, and languages. It centers Indigeneous voices. It also amplifies historical narratives, community stories, and wisdom that provide a long-overdue corrective to settler-colonial histories. The increase in Indigenous-led tourism has led to the creation of organizations around the world. These include the Indigenous Tourism Association of Canada (ITAC), which helps market and develop Indigenous owned and run tourism businesses and provides educational support and training.

One of the newest organizations, the Indigenous Tourism Collaborative of the Americas (ITCA) was founded after “300 Indigenous tourism organizations, travel entrepreneurs and academics participated in a ground-breaking forum to discuss the challenges Indigenous communities across the Americas face and the opportunity that tourism can provide in driving sustainable economic development” (ITCA, n.d., History section). In addition to providing open access to an e-library of resources, the association unites an array of entities, ranging from Indigenous leaders and scholars to policymakers and nonprofits, working to develop sustainable tourism that aids organizations and entrepreneurs in amplifying Native American voices and promoting self-determination and self-governance.

[BEGIN ILLUSTRATION OF KEY TAKEAWAYS FOR SECTION 9.12]
Key Takeaway:
Indigenous tourism is grounded in ecological stewardship and cultural heritage, creating experiences that center local voices and traditions while educating visitors about the deep connections between people and place.
Significance to Regenerative Tourism:
Indigenous tourism enacts regenerative tourism’s core principles by fostering community-led initiatives that protect ecosystems, sustain traditional knowledge, and empower local communities to shape tourism in ways that restore both cultural and environmental health.
Significance to Tourism:
Indigenous tourism centers cultural revitalization, economic self-determination, and storytelling, offering visitors authentic, immersive experiences that counteract the harms of mass tourism and contribute to more equitable and sustainable travel.
[END ILLUSTRATION OF KEY TAKEAWAYS FOR SECTION 9.12]

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Some Indigenous tourism ventures provide visitors with an immersive educational experience. Jalsa Urubshurow founded Nomadic Expeditions in 1990, which helped pioneer sustainable tourism in Mongolia. For his work, Urubshurow earned the Order of the North Star, the nation’s most prestigious civilian award. Although he grew up speaking Mongolian, Urubshurow was born in the United States, where his parents sought refuge during the Stalinist regime. After the collapse of the Soviet Union and the democratization of his family’s home country following the Mongolian Revolution in 1990, Urubshurow journeyed to Mongolia, where he worked to preserve and promote the nation’s cultural heritage, especially that of the nomadic dwellers of the Gobi Desert. Toward that end, he founded Nomadic Expeditions and constructed the nation’s first ecolodge, Three Camels. Located in the desert, the lodge includes 35 gers—a type of yurt— designed and furnished to reflect the region’s cultural heritage. Urubshurow explains the importance of sustainability in tourism development:

Tourism can be a powerful force for good when it is done properly, and sustainable tourism is all about doing tourism the right way – to benefit local communities, to support conservation, and to protect cultural heritage. It is not easy to accomplish, but it is very important, especially in countries like Mongolia, where the alternative is activities like unsustainable mining operations, which destroy the natural landscape and pollute the environment. (World Legacy Awards, n.d., para. 3)

The lodge accommodations were built and furnished by Mongolian artisans. All of the employees, tour guides, and instructors at the lodge are locals and visitor activities include Mongolian archery, ger-building workshops, and stargazing. Guests also learn about nomadic life and the heritage, traditions, history, and customs of the region by visiting with nomadic families. Situated in the desert, the lodge is largely powered by solar energy and an organic produce garden helps Three Camels meet its goal to source 50% of its ingredients and supplies from within 50 miles of the lodge.

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