Today, Indigenous women in tourism must push past barriers such as access to loans and capital, lack of education and a lack of representation in the tourism industry. Despite these obstacles, a significant number of Indigenous women are demonstrating resilience and determination with their individual stories of entrepreneurship. Indigenous women entrepreneurs contribute to sustainable development by improving the living conditions for their families, upholding the traditions of their communities, and creating economic independence and work opportunities for themselves.
In celebration of International Women’s Day 2021, the Indigenous Tourism Collaborative of the Americas (ITCA) brought together Indigenous women heading up successful tourism social enterprises throughout the Americas for a virtual hour-long discussion, covering topics ranging from what a typical day on the job looks like to the most pressing challenges they’ve faced in starting tourism enterprises. The roundtable discussion, “Indigenous Women Entrepreneurs in Tourism” was a part of the George Washington University School of Business Women’s Entrepreneurial Leadership Impact Conference held on March 8.
Joining the panel discussion were:
- Uhwanie Martinez, Owner and Manager, Palmento Grove Eco-cultural and Fishing Institute, Belize
- Olivia Rose Williamson, Founder of Indian Battle Tours, United States
- Graciela Coy, Director, Ak’ Tenamit, Guatemala
- Teresa Ryder, Director of Business Development, Indigenous Tourism Association of Canada
- Moderator: Seleni Matus, Executive Director of the International Institute of Tourism Studies at GWU and a member of the ITCA Steering Committee
In a Q&A style session, panelists responded thoughtfully to questions posed by the event moderator. A snapshot of the discussion is provided below. A recording of the event is also available here.
What does a typical day look like for you?
The day begins by summoning ancestors to self-realize, then moves into logistics and what I want to achieve. Then, the day starts at Palmento Grove, incorporating farming and culture in learning. The tourism component is serving customers for the day and working to make a difference in Indigenous communities in Belize.
A day with Indian Battle Tours looks like interacting with customers, meeting them at designated battle sites, and sharing history and culture. Since COVID-19, I (have) learned how to interact online, (creating) Airbnb experiences, and I interact in that way. It usually takes an hour before the tour to get dressed, and I also prepare by learning the history of the battlefields.
I work with the Maya and Indigenous communities along the Caribbean coast in Guatemala to help support community tourism development, and I am also the President of a regional community tourism alliance that spans the Maya Caribbean in Guatemala and Honduras and is focused on developing sustainable tourism.
Pre-Covid, I did not spend much time in my territory, (but) worked with provincial and territorial organizations to build tourism from the grassroots level, developing support and toolkits throughout the country. Since Covid-19, I have been working virtually to connect with communities across the country.
What are some of the most difficult challenges in starting and growing social enterprises?
At the national level, there is no framework to support Indigenous women [in Belize]. We need improvement in tourism training and entrepreneurship for women. The challenge is knowing yourself and where you come from before giving of yourself and working to be meaningful and impactful. This is very challenging and women need to find mentors to help assist. There is a need for a community support network for women to know they can be catalysts for change.
There is a lack of resources in Indian Country–revenue or capital for women. Montana has a grant available for small business: $14k for Indigenous enterprises, but not every state does this and they should for Indians around the country.
The lack of access to economic resources and management has been challenging. Women are also very affected by the pandemic; businesses have been closed for a long time. Protocols are now being implemented, but there is a need for training and equipment for preventing the spread of COVID-19. Women need investment and revenue following COVID closings.
Pre-Covid, I did not spend much time in my territory, (but) worked with provincial and territorial organizations to build tourism from the grassroots level, developing support and toolkits throughout the country. Since Covid-19, I have been working virtually to connect with communities across the country.
How have you overcome these challenges?
When I started in tourism, I attended one of AIANTA’s American Indian Tourism Conference that pushed partnership with other businesses and building networks, so I continued trying to develop partnerships. I faced backlash and lack of interest and someone trying to shut my business down (even though the land being fought over was my ancestral land). But I continue telling myself that I own the land and have to keep going and remembering that.
I have been reflecting on women entrepreneurs and celebrating diversity in Canada. In selling Indigenous tourism experiences, I advise that an Indigenous perspective is layering on the experience because it’s focusing on the whole story. I suggest looking into using social media to share and highlight unique stories, and overcome challenges in this way–by developing tools and celebrating success.
In playing so many roles in educating Indigenous youth in tourism, having restaurants, gift shops, and accommodations, how do you see the values of your story integrated into what you are doing at different levels?
It was very important for me to have my Maya heritage be known and to integrate community and cultural diversity in all that I do, to incorporate protection of our lands and protected areas in our work, and to share the richness of our culture. I work as an organization leader and founding member; it’s important that I manage the whole organization based on these values.
Similarly, how do you see the values of your story integrated into what you are doing at different levels?
It centers back on the reality of being Indigenous women. Cultural tourism that is authentic is never just for money; there is a deeper purpose in sharing culture and richness with the world. There is so much value in our lives as Indigenous people that so many forces are trying to silence. My uniqueness is using my role and feminine energy to encourage people around me to love who they are and preserve Indigenous culture and appreciating who I am as Garifuna whose ancestors have fought centuries to keep my culture alive in the Caribbean. I leave conferences with a notion of partnership and phantom energy, and it drives it home that it’s important to stay true to self and share my truth and share this through tourism.”
In thinking about resilience, how would you define it and what advice would you give?
In Belize, there is a need for more unity and structure. We need organizations that recognize Indigenous entrepreneurs for financing, training in business literacy, and cultural training to make sure the superficial standpoint is not the primary motivator.
There are three aspects in Guatemala that are important for Indigenous women in order to develop their communities: have access to economic opportunities; education; have policies in place that recognize full participation of Indigenous women.”
I think there is a grounding energy in being “of a place”. Fundamentally being Indigenous people and being grounded in that energy and place and knowing who you are and sharing this through your business and tourism aids in resilience. My advice would be that entrepreneurship is not for the faint of heart--there has to be a grittiness and determination to push through difficulties. Go back to the foundation that you are a good business grounded in your community and network of people. Stay centered on your community experience.
Any further advice?
My advice is to do your best, stay with your purpose, become well-rooted, and you can endure the storms. Be purpose-driven, listen to the voice of your ancestors, and let them guide you. Indigenous tourism has to be balanced between capitalism and Indigenous values.
My advice is to develop a business plan, then go to government or state or provincial resources to develop an LLC. Depending on what you want to do for your business, make sure you are investing in your business. Keep going one step at a time, do not get overwhelmed, and just be patient.
In Canada, there is a checklist that is recommended to follow to figure out what is relevant in regulations. Know what your skill set is and develop that space. You don’t have to do everything for Indigenous people, just tell your story.
