Ethnotourism or ethnic tourism, also known as community tourism, is a tourism modality that began to gain visibility in the 1980s. Today, it is a well-established product—although some authors argue that it is still an emerging tourism activity—with a presence in several countries in Africa, Asia, and Latin America.
This tourism modality falls under what we call Sustainable Nature Tourism or Ecotourism (TNS-ECO), which allows for an immersive experience in the culture, worldview, and ancestral customs of indigenous communities. Due to its unique characteristics, this type of tourism has sparked interest and increased demand, especially from travelers from Central Europe and the United States. For a European, experiencing an indigenous community firsthand is an unforgettable experience, especially since there are no indigenous communities in Europe.
In general, indigenous territories possess nearly pristine natural environments, rich in wildlife, flora, and culture, making them highly attractive.
When we conducted our first experience with communities in the Venezuelan Amazon in 1990, we witnessed the immense satisfaction of the “gringos” as they spent a day in the Yanomami, Piaroa, or Maquiritare communities—each with its own distinct culture—in the captivating and mysterious ecosystem of the Amazon rainforest, with its incredible biodiversity.
Those of us who have had similar experiences in other continents can confidently affirm that South America offers a diverse and powerful range of opportunities for this type of tourism.
In South America, there are 331 distinct ethnic groups, making it a key reference for ethnotourism.
Although Napo, in Ecuador, is often considered the birthplace of indigenous community tourism due to initiatives identified in the 1980s, the first community tourism venture in Latin America was on the island of Taquile, in Lake Titicaca, Peru, in the early 1970s, developed by the Quechua ethnic group. Today, the islands of Lake Titicaca, which are home to several indigenous communities, are the most visited destinations in Peru after Machu Picchu.
Currently, over 80 indigenous communities in South America have opened up to tourism, which is an encouraging sign of the growing importance of this alternative form of tourism.
Benefits and Challenges:
This TNS-ECO modality, when practiced responsibly and with commitment, should benefit the community, as it is the primary contributor and makes this high-value tourism option possible. Unfortunately, there are too many cases where irresponsible and opportunistic operators profit without sharing their earnings with the communities, using them as part of a circus act, which degrades the tourism product. The community has the right to receive a fair percentage for each visitor who accesses their territory. Additionally, they should receive social benefits and support from governments and tour operators. As a strategic activity for many communities, the following must be considered:
- Promotion of ethnotourism for communities in vulnerable socio-cultural and economic situations, making it a tool for their sustainable development.
- Enhancing cultural exchange between the community and visitors, with intercultural contact as the central focus of the activity. It should benefit the community and enrich the visitor.
- As an activity conducted in wild ecosystems, it is essential to develop programs that encourage respectful behavior towards the social and natural environment. Environmental impact must be mitigated, cultural diversity preserved, and host communities empowered.
- Prioritize fair trade.
- Facilitate the path towards self-management and the indigenous communities’ autonomous development, increasing their participation in the business until they reach full autonomy.
Despite being a highly attractive product with growing demand, the development of ethnotourism presents a complex challenge in its tourism potential due to the clash of two wary cultures. Communities are understandably distrustful of outsiders, while foreign tour operators are hesitant due to the fluctuating and contradictory attitudes of indigenous people. Our experience in various community-based tourism developments has taught us how difficult it is to reach clear and mutually beneficial agreements and ensure they are sustainable over time. Full community agreement is essential.
Step-by-Step in an Ethnotourism Project:
To achieve a balanced product that benefits both parties, the following must be considered:
- Identify communities and territories interested in tourism development and clearly present the objectives, obligations, and benefits for the community, whether in the form of money, infrastructure, healthcare, education, equipment, etc.
- Ensure that community-based experiential tourism can be a financially viable alternative for both the community and the operator.
- Evaluate the potential relationship between the community and visitors to ensure the community’s willingness and empathy towards serving tourists.
- Measure the operator’s knowledge of the community (one should not promote or market what is not well understood).
- Ensure the participation of territorial entities in organizing associative processes within a legal framework.
- Guarantee the safety of both visitors and the community and resolve issues regarding access to the territory (land, air, river).
- Conduct an inventory of key attractions and resources in the surrounding area, assessing their potential.
- Specify in detail who is authorized to promote, market, and manage tourism, and clarify the legal aspects related to tourism service managers.
- Socialize the tourism activity with the entire community to make joint decisions and analyze the cost-benefit balance for the territory and the community.
Responsible ethnotourism must respect the social and cultural aspects of indigenous communities and rigorously adhere to environmental conservation principles.