Beyond convention: reimagining indigenous tourism

As a knowledge domain, contemporary indigenous tourism is framed in reference to cultures conventionally recognized as ‘indigenous,’ and engages this almost exclusively from a supply-side perspective. This paper reimagines indigeneity and indigenous tourism as embracing also the other 94% of global population. From a utilitarian perspective, this inclusion of ‘nonconventional indigenous people’ harbors opportunities to advance the sustainability agenda by reconnecting modern mainstream cultures, through personal exposure in dispersed settings, with ancestral roots and associated sustainable livelihoods. Such reconnections are framed as a form of re-indigenization that may be especially attractive to ‘travel promiscuous’ diasporic populations such as those found in the ‘settler’ countries of Canada, United States, Australia, and New Zealand. Articulation of this concept could be facilitated by existing knowledge domains and products in heritage tourism, rural tourism, and urban tourism, as well as sustainable tourism. Rather than usurping conventional indigenous efforts to re-indigenize and re-empower, it is contended that the nonconventional dimension can coexist with and even reinforce the latter, while enriching the dimensions of indigenous tourism as a dynamic knowledge domain.