Indigenous self-representations in the touristic sphere

This paper draws on decolonial theorizing to explore how Indigenous groups self-represent on official tourism websites. The findings indicate a juxtaposition of narrative patterns related to struggle and cultural pride, salutation to tourists and code of ethics which highlight contradistinctions between non-Indigenous and Indigenous touristscapes. The examined texts foreground decolonial frames through which the politics of representation allow for reclaiming of the colonial past to affirm identity, showcase resistance, and highlight the agentic power of Indigenous cultural custodians. This study centers the voices of Indigenous communities, by moving beyond narratives of victimization and oppression, to illustrate agentic power. This study offers an opportunity for linkages between tourism and global debates on social justice for Indigenous Peoples.