The report highlights the sector’s role in driving economic growth, particularly in remote regions, and its vital contribution to cultural preservation and community empowerment.
Indigenous tourism: an engine of economic growth
Indigenous tourism is rapidly emerging as a key economic driver. It creates jobs and economic value in remote areas. It promotes and protects the cultures, languages and lands of Indigenous peoples. And it provides visitors with a unique opportunity to experience and learn about Indigenous history and tradition.
With the global indigenous tourism market growing at a CAGR of 4.1% over the next decade to reach $67 billion, this sector is empowering communities to take control of their economic future.
Interest and participation in Aboriginal tourism experiences continues to grow in Western Australia, with the highest results recorded to date this year. According to Visitor Experiences and Expectations Research (VEER), almost nine in ten visitors are interested (87%) and more than a third (36%) participated in Aboriginal tourism in Western Australia in 2023-24. The economic contribution of Aboriginal tourism businesses continues to improve, with the sector adding $63.8 million to Western Australia’s gross state product in 2021-22.
In Canada alone, the Indigenous tourism sector supports nearly 2,000 businesses and more than 39,000 jobs, and contributed C$1.7 billion to the economy in 2017.
Similarly, in the Guna Yala region of Panama, tourism is the main economic driver, sustaining the Guna people and their culture while creating a self-sufficient economy.
This economic boom is fueled by growing demand for authentic cultural experiences in countries such as Canada, Australia and the United States, among others.
In Australia, more than 1.4 million international visitors participated in Indigenous tourism experiences in 2019, marking a 6% year-on-year growth since 2010.
Speaking at the world tourism body's 24th Global Summit in Perth, Western Australia, Julia Simpson, WTTC President and CEO, said: "Indigenous tourism is not just about showcasing rich cultural traditions; it is about empowering communities, creating sustainable jobs and ensuring Indigenous people have control over their own histories and economic futures.
“This report demonstrates the immense potential of indigenous tourism to drive economic growth, particularly in remote regions, while preserving invaluable cultural heritage. As global demand for authentic experiences continues to rise, it is critical that we support indigenous businesses and ensure they have access to the resources and funding needed to thrive.”
Western Australia Indigenous Tourism Operators Council (WAITOC) CEO Robert Taylor highlighted the importance of authentic Indigenous experiences. WAITOC has worked closely with Tourism Western Australia to develop an action plan to support the continued development of Indigenous tourism in the state. The Jina: Western Australia Aboriginal Tourism Action Plan 2021-2025 supports new businesses and encourages more Aboriginal people to work in the tourism industry.
“Western Australia is on its way to becoming the leading destination for authentic Aboriginal experiences in the country,” Taylor said.
“Our Camping with Custodians is just one example of the continued growth of Aboriginal tourism in Western Australia. This program, a first for Australia, develops high-quality camping on Aboriginal lands,” she said.
“In May, we celebrated the launch of the seventh site. Located in Lombadina on the Dampier Peninsula north of Broome, these camps are owned and operated by the respective Aboriginal community, providing funding and employment opportunities.
"We are also seeing strong growth in product offerings, including several women-only experiences," she said.
Preserving culture through tourism
The report, Supporting Global Indigenous Tourism, shows how indigenous tourism also plays a crucial role in preserving cultural heritage, languages and traditional practices.
The Sámi people of Northern Europe, for example, have developed certification marks such as “Sámi Duodji” to protect their rich traditions, while Peru’s innovative Kipi robot helps preserve endangered languages such as Kukama, spoken by just 2,000 people.
By incorporating elements like these into tourism, indigenous communities can safeguard their cultural identities.
Sustainable career paths and inclusiveness
Indigenous tourism is also a sustainable career path, exemplified by Canada’s Indigenous Tourism Association of Canada (ITAC), which empowers communities to control their future through tourism.
Meanwhile, countries such as Australia and the United States are increasingly incorporating indigenous experiences into national tourism marketing, ensuring authentic representation.
Access to finance and growth
Despite the growth of Indigenous tourism, many operators face challenges in securing funding, but initiatives such as Canada’s Indigenous Tourism Destination Fund (ITDF) aim to raise C$2.6 billion by 2030, creating 800 new Indigenous businesses and more than 21,000 new jobs.
These funds are critical to ensuring that indigenous communities fully benefit from the thriving tourism industry and can continue to grow sustainably.
WTTC is committed to lending its voice to this important conversation and supporting the efforts of Indigenous Peoples around the world to shape their own tourism narratives and ensure that Indigenous tourism remains a thriving and self-sustaining industry that benefits all.
Source: WTTC.