As Travelers Search For Meaning, Indigenous Tourism Is Taking Off

20.01.2024 - 12:15 / forbes.com

Visitors are "shocked" when they come to his native community in central Chile, says Mauricio Painefil, one of the village elders.

"They do not expect the richness of culture," he says, standing in front of a traditional Mapuche home called a ruca. "They do not expect the profound links with nature."

A visit with the Mapuche is filled with other surprises. Like the stunning views of Budi, the largest saltwater lake in the world. Or the intricacies of Mapuche huicha huichahue backstrap weaving. Or tasty Mapuche stews made from homegrown potatoes, carrots and cochayuyo seaweed harvested from the nearby Pacific.

With "revenge" travel over, many U.S. travelers are searching for meaning when they go somewhere — a deeper connection, a transformational travel experience. Indigenous tourism offers that.

"Americans want a native experience when they come to a place like Chile," explains Sarina Hinte-Simecek, proprietor of Elementos Experiential Tourism in Pucón, Chile. "They want to see the volcano, to be near the lake — and to meet the Mapuche."

Indigenous tourism — also called cultural or ethnotourism — allows visitors to experience the traditions of indigenous communities. It's also a way to support these communities economically while respecting their cultural heritage.

Here are some of the hallmarks of indigenous tourism:

Indigenous tourism offers real interaction with locals. This may include a traditional ceremony, crafts, or storytelling.

True indigenous tourism has a strong educational component that allows visitors to learn about the tribe's history and tells their often-forgotten stories.

The revenue generated from native tourism often goes toward preserving indigenous languages, traditions, and natural resources.

Travelers contribute to the economic development of these communities in a sustainable and respectful manner. Sustainable food is one of this year's biggest trends.

There's no certification agency that verifies if a tour or homestay is an authentic indigenous tourism experience. But often a real cultural tourism attraction will incorporate some, or all, of these.

Indigenous tourism has always been a niche market for travelers. But that's starting to change.

Native tourism is gaining traction. A recent study showed that the market for indigenous tourism is growing at 4% annually. It's a sprawling trend that includes restaurants serving indigenous food, hotels and casinos owned by indigenous people, new museums and interpretative centers, immersive experiences and guided tours.

For example, in Painefil's village in central Chile, called Llaguepulli, you can spend the night in a traditional windowless thatched hut, participate in native arts and learn how to prepare indigenous food.

Painefil