From Experience to Exchange: Rethinking Indigenous Tourism in Adventure Travel
By Meera Dattani
Indigenous tourism is on the rise. But how can adventure travel tour operators ensure the experiences they book for clients are rooted in genuine cultural exchange, rather than ‘othering’ or exploitative practices?
Following ATN’s panel discussion at February’s annual conference, we ask Indigenous tourism experts what good practice looks like.
If you’re an adventure tour operator looking to add Indigenous experiences to itineraries, or enhance existing ones, now is an exciting time. The World Travel & Tourism Council (WTTC) predicts that Indigenous tourism will contribute US$67 billion to the world economy by 2034. And it’s not hard to understand why. Data, anecdotal and actual, frequently confirms that many travellers want more meaningful, immersive experiences, and that luxury lies in connection, not cotton count.
There’s a saying within marginalised communities that goes: ‘Nothing about us without us’. But it’s also important to acknowledge that the ‘us’ isn’t a monolith and a variety of opinions and approaches exist among members of an Indigenous or under-represented group. More importantly, many communities involved have suffered from past injustices, be it land loss, or language and heritage deprivation - Indigenous tourism can actively help cultural preservation and promote community empowerment.
Credits: American Indigenous Tourism | Ancient Pathways Tours, Bruce Rettig - Blackfeet Tipi Camp in MT, Chief Son-i-Hat, Whale House at the Historic Haida Village of Kasaan in AK
For the first time, the Adventure Travel Networking (ATN) conference dedicated a panel to Indigenous tourism within adventure travel in February 2026, with sustainable travel journalist Holly Tuppen in conversation with Hanna Lejon, travel trade manager and marketing developer from Sámi eco adventure company Nutti Sámi Siida AB and Paula Amos, Chief Marketing and Development Officer at Indigenous Tourism British Columbia (ITBC).
On the up
Acknowledging the breadth and depth of “Indigenous tourism” is key. Take Canada as an example which is home to 630 recognized First Nations communities (who represent 50-plus nations and languages) and 51 distinct Inuit communities. Across British Columbia’s six regions alone, there are 204 Indigenous communities and over 30 Indigenous languages.
Amos has been working with ITBC for over 20 years, working closely with Destination BC, and seen the industry grow as they help Indigenous tourism operators go from business plan to export-ready using a simple tier-one-to-tier-four blueprint. They now support over 400 Indigenous tourism businesses – they must be at least 51% Indigenous-owned and -operated - and the industry supports around 10,000 job in the province.
“Indigenous tourism in BC is one of the fastest growing sectors - one in four visitors are looking to add an Indigenous tourism experience to their travels when the come here,” she tells me. “It’s come a long way from visitors simply taking and sharing photos; now there’s increased desire to connect with people, culture and place.”
Know before you go
While industry experts are well aware that “Indigenous tourism” is not a homogenous group, acknowledging its deeper nuances are key to successful partnerships. For Sherry L. Rupert, CEO of the American Indigenous Tourism Association (AITA) and of the Paiute/Washoe Nation, one of the biggest challenges for tour operators is understanding that tribal nations are sovereign with their own powers of self-governance. “We've worked hard at the American Indigenous Tourism Association to develop tools to assist our tour operators and others across the tourism industries.”
She also emphasises a greater understanding of best-practice: “We’d rather have people who want to partner on meaningful, Indigenous-led experience than wanting something ‘canned’ or performative,” she says. “There also needs to be education of the industry about our communities when it comes to, for example, FIT (Fully Independent Traveller) versus groups. Many small rural communities can only handle FITs but oftentimes, larger tour companies want to include small nations - but have no patience to build a product that’s transformational for their clients.”
This is something Lejon, whose work involves engaging travellers into the nomadic, reindeer-herding Sámi culture of Sweden’s Sápmi region, is also keen to underline: “Sometimes, it seems Indigenous tourism is ‘selling’ the culture as an experience than actually selling the culture as it is. That’s why we never stage anything. What you see is what we do.”Lejon is encouraged by the interest from tour operators and travellers alike but points out the differences between communities. “Sámi culture is a huge target point when you visit Sweden, especially the northern area,” she says. “But even between villages, traditions and knowledge vary a lot. We’re a big community and we collaborate rather than compete with each other.”
This partnership approach is key to the region’s success. “We want to know what operators are looking for or what their clients are expecting or want to experience. We’re one of many Sámi companies, and if ours isn’t right, we can suggest another.”
Integrating Indigenous tourism
Nutti Sámi Siida AB is one of 33 Indigenous tourism suppliers partnered with Arctic Sweden. David Lind, trade manager at Arctic Sweden (formerly Swedish Lapland) encourages operators to ask meaningful questions and go beyond price points, acknowledging issues such as animal welfare and reality of nomadic life. “Ask why a provider is offering that experience?” Lind says. “How does it benefit the community? How are snowmobile tours conducted? Will they be moving in an area where they would stress reindeer?”One of the region’s newest experiences is Heart of the Herd, a deep dive into Sámi culture. “We have different approaches from traditional sit-on-the-ground conversation to hours in the lavvu [traditional, portable tent used by reindeer herders] with an open fire,” he says, “to a more accessible reindeer experience in a larger area - better for larger groups or people with mobility issues - and a stove instead of an open fire.”
Lejon encourages operators to try the experiences for themselves. “It’s important to have good communications with tour operators, but also for them to visit and see what we do – then it's easier for them to sell the experience in less stereotypical ways. Sámi culture is more than reindeer, traditional clothes and lavvu tents.”
Reindeer herding & traditional Sami clothing
Credit: Swedish Lapland, photographers Hugo Perrin, Erik Wernerlich & Ted Logart
Whether you’re talking reindeer-herding experience in Sweden or a cooking class in South Africa, the fundamentals of Indigenous tourism remain the same. For Kgomotso Ramothea, former CEO of ATTA, the African Travel and Tourism Association, there are three principles she repeats, for any experience in any country in the continent of Africa. “One: Is the local community properly engaged? Two: If you’re a tour operator, who are these communities? Can you name them? And three: Are these genuine cultural exchanges?”
The value of Indigenous tourism
The benefits of Indigenous tourism, both socially and economically, is something Sébastien Desnoyers-Picard, from the Wendat Nation in Quebec City, is well aware of. As president and CEO of Destination Original, whose founding partners are the Indigenous Tourism Association of Canada, the American Indigenous Tourism Association, and New Zealand Māori Tourism, they help businesses become market-ready. Part of his work has been developing ‘the Original Original’, a mark of authenticity for Indigenous operators, while providing credibility to the consumer.
Credit Indigenous Tourism BC & Point Blank Photography
Gitmaxmakay dancers | Ksan historical village | Spirit gallery
He wants the industry to break the consumer perception that Indigenous tourism is ‘on stage’, lacks quality standards or doesn’t present ‘real’ Indigenous life, and for operators to understand its ability to enhance a trip. “Travellers’ mentality has changed, particularly since Covid. They want a slower, deeper connection,” he says. “With Indigenous tourism, we’re selling a multi-sensorial experience, an encounter.”
Speaking to ITBC’s Amos again a few months later, she’d recently returned from a cross-cultural exchange research trip around New Zealand where Indigenous Māori tourism is well-integrated, feeding into the circular economy, as it does in BC. “They really understand tourism is an economic driver but also a great way to educate visitors and share knowledge with our youth. And tourism and hospitality are often first jobs for young people so it’s a good way to encourage skills-learning at a young age.”
She was particularly impressed by the NZ Māori Arts & Crafts Institute (NZMACI) which supports carving and weaving schools in Te Puia in Rotorua, on New Zealand’s North Island. Supported by tourism dollars, students can obtain a scholarship, learn these skills and in turn, preserve them for future generations.
What makes an Indigenous experience “a good one”?
Establishing the criteria for Indigenous tourism experiences is also essential. For Nicole Mitchell, Executive Officer of Discover Aboriginal Experiences, it’s about applying a rigorous membership selection process. “Every experience is guided by an Indigenous knowledge holder, so guests can be assured of an authentic and meaningful interaction with Aboriginal and Torres Strait Islander cultures,” she says. “Our mission is to ensure that when travellers come to Australia, they hear the cultural stories from people that own the stories.”
Credit: Tourism Australia
It works the other way too. “Tourism operators looking to participate in our collective must meet a range of criteria,” she says, “paying attention to market needs and expectations in terms of reliability, consistency, collaboration and must be used to working with international markets and partners.”
It also extends to visitors. Amos of ITBC recalls the pledge for visitors when she arrived in New Zealand, asking travellers to play their part when it comes to engaging with and respecting cultures. Indigenous peoples have been in their communities for far longer than subsequent arrivals - good experiences reflect and respect that. “It's important to realise that cultures are evolving every day; they're not relics,” says Ramothea. “Yes, somebody who drums at a wedding can also be a tech entrepreneur.”
This is echoed by AITA’s Rupert. “We are not an historic people. We have living, thriving communities. And I believe tour operators have a tremendous opportunity to develop ‘a good guest’.” And this – ensuring supplier, seller and customer are aligned – is perhaps what ultimately defines the long-term success and sustainability of any Indigenous tourism experience.
-ENDS-
Resources
Indigenous Tourism BC - https://www.indigenousbc.com/corporate/learning-hub
Nutti Sámi Siida, Sweden - https://nutti.se/en/about-us
Destination Original - https://www.destinationoriginal.com/tools-and-resources
Discover Aboriginal Experiences -https://www.discoveraboriginalexperiences.com/trade-and-media-portal#resources
New Zealand Māori Tourism - https://maoritourism.co.nz/about-us
ATTA®: The African Travel and Tourism Association Sustainability Charter -
American Indigenous Tourism Association -
About the Author
Meera Dattani is a freelance travel journalist, and executive editor at Adventure.com commissioning features from writers/photographers around the world.
She focusses on community-led tourism, food/cultural heritage, soft adventure, and wildlife/conservation, and has written for National Geographic Traveller, Wanderlust, BBC Travel, Condé Nast Traveller, Evening Standard, the i paper, and others. She is also Media Advisor to ATN, a mentor, awards judge, and speaks/moderates on panels for the likes of ATN, Women In Travel, IMM, and Destinations. In 2023, she founded TravelWritingWebinars to offer informal
training for travel journalists, and is a former Chair/Board Director of the British Guild of Travel Writers.
