What Is the Purpose of Indigenous Tourism?

During a study trip to Edmonton, Canada, for the projects Samikun and Strategy for Sámi Tourism, we participated in the International Indigenous Tourism Conference. We also met with the national organization ITAC (Indigenous Tourism Association of Canada) and the international organization DO-IT (Destination Original Indigenous Tourism), besides participating in some Indigenous experience offerings. 

ITAC’s vision is to become the global leader in Indigenous tourism. One of their goals is to create 30,000 jobs, twice as many as today. DO-IT currently works in three countries but aims to include more.

Economic growth

Studies presented shows that many countries have a significant portion of the population interested in participating in Indigenous tourism. Some are long-distance markets for Canada, yet we heard no reflections about climate challenges like we often do in Norway. Canada has its own climate issues, such as wildfires and floods. 

There was little focus on the principle of “the right guest, at the right time and place.” However, there was an implicit understanding that Indigenous tourism must be adapted to what local communities find acceptable.

Terms receiving much attention were growth, competition, and internationalization. This surprised us. The focus resembled traditional economic thinking more than sustainability and Indigenous values. We asked why.

“There are people from government in the audience. They expect us to talk about growth if we want support. But growth is not the most important thing for us.”

Another speaker said:

“Cultural sustainability is more important than the economy.”

We have heard similar comments from small businesses in Norway - both Sámi and non-Sámi - who say they must talk about growth to receive funding but their purpose and drive is to focus on what they are passionate about and earn “enough” to be financially secure.

Preserving and revitalizing Sámi culture and communities

In Canada, Indigenous tourism was described as “reconciliation in practice.” One presenter explained the purpose like this:

“Thriving Indigenous tourism benefits the health of the community and the stewardship of the land.”

Another added:

“Indigenous tourism builds pride… Not just as a supplementary industry or something that merely exploits our culture as a resource. Indigenous tourism, based on our own experiences, is an important industry where we actively keep our own culture alive.”

ITAC requires that at least 51% of business ownership must be Indigenous.

How can Sámi tourism learn from Canada in a way that acknowledges that reconciliation and sustainability are contextual and must be understood through local relationships with land, nature, and community?

Sámi ways of life are built on understanding and respecting Mother Earth and her limits. Tourism and experiences should therefore align with this philosophy. Creating more spaces where Sámi voices, stories, and perspectives can be heard, where Sámi people themselves have ownership over how their stories are told, can strengthen Sámi culture on its own terms. 

Tourism can become an arena for reconciliation by creating encounters between people and offering insight into practices, narratives, and worldviews that have long been marginalized or misunderstood. 

In this way, tourism becomes not just an economic activity but multidimensional value co-creation for everyone involved. For Sámi communities, tourism can also strengthen cultural confidence, pride, and revitalization.

“A way of seeing is also a way of not seeing”

The conference included several speeches about sustainability and certification. One concept was “Two-Eyed Seeing,” which includes both Western and Indigenous knowledge to achieve more holistic and collaborative development. 

The concept acknowledges the perspectives without merging them. This approach aligns well with the regenerative paradigm receiving increased global attention in different sectors, including tourism.

There are interesting similarities, but also differences, among Indigenous cultures. At the same time, it is an oversimplification to view the so-called “Western” perspective as only one way of seeing. 

For example, understandings of sustainability vary widely. Instead of reinforcing stereotypes, polarizing and conflicts, we should highlight diversity to promote inclusion and complementarity in Sámi experiences.

We should dare to ask critical questions about the purposes and practices within tourism, including Sámi tourism.