Abstract
Indigenous peoples and their cultures are often misrepresented or inadequately depicted in conventional marketing strategies. Media portrayals of Indigenous cultures and communities, particularly in Africa, often carry negative connotations and depict them as “inferior.” The presence of tourists sometimes can lead to disturbances, which can result in the erosion of customs and traditions. This paper investigates the complex interactions within tourism discourse between Indigenous communities in Africa and various stakeholders, highlighting the necessity for a nuanced understanding of cultural representations. While conventional tourism narratives frequently reduce Indigenous cultures to simplistic images suitable for postcards, this research argues that such representations fail to capture the rich, multifaceted realities of these communities. This research attempts to critique the traditional postcard narrative that often oversimplifies Indigenous experiences and underscores the significance of genuine engagement in tourism practices and experiences. According to the World Tourism Organization, there are approximately 370 million Indigenous peoples involved in various tourism activities. If managed in a sensitive and responsible manner, Indigenous tourism can yield positive outcomes for these communities. By analyzing case studies from various regions in Africa, the research demonstrates how Indigenous voices can be incorporated into tourism development, promoting sustainable practices that preserves cultural heritage through effective dialogue. The findings advocate for collaborative frameworks that empower Indigenous communities, ensuring their perspectives influence tourism narratives and policies. Ultimately, this study seeks to contribute to a more equitable tourism landscape that respects the complexities of Indigenous identities and fosters mutual respect.
Presenters
Roselyne OkechProfessor, Tourism Studies, Memorial University of Newfoundland, Newfoundland and Labrador, Canada
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
AFRICA, COMMUNITIES, CULTURAL, INDIGENOUS, TOURISM
