Indigenous tourism challenge offers $10,000 and global spotlight

UN Tourism and CAF launch a new initiative to support Indigenous communities across Latin America and the Caribbean through sustainable tourism.

​Indigenous communities in Peru, such as the Quechua, Aymara, Asháninka, and Shipibo-Conibo, are among those eligible to apply for support through the UN Tourism and CAF Indigenous Tourism Challenge. Peru is home to a rich tapestry of Indigenous cultures, comprising 55 officially recognized groups that speak 47 distinct languages. According to the 2017 census, approximately 5.98 million Peruvians self-identify as Indigenous, representing about 25.75% of the country's total population .​  This diversity underscores the importance of initiatives like the Indigenous Tourism Challenge, which aims to empower Indigenous communities by supporting sustainable tourism projects that celebrate and preserve their unique cultural heritages. Photo by Deb Dowd on Unsplash

The challenge seeks innovative projects that protect traditions, empower local economies, and offer travelers authentic cultural experiences—with $10,000 and global recognition for the winner. Deadline: June 15, 2025.

​The United Nations World Tourism Organization (UN Tourism), in partnership with the Development Bank of Latin America and the Caribbean (CAF), has introduced the Indigenous Tourism Challenge for Latin America and the Caribbean. This initiative aims to identify and support innovative tourism projects that celebrate the rich cultural expressions and environmental relationships of Indigenous communities in the region. 

Empowering indigenous communities through tourism

Indigenous tourism offers communities an opportunity to showcase and revitalize their cultures through authentic experiences. Travelers can engage directly with native peoples, gaining firsthand insight into their traditions, customs, and ancestral knowledge. This form of tourism fosters community autonomy, promotes sustainable development, preserves cultural identity, and strengthens the management of heritage and tourism activities.

Objectives of the indigenous tourism challenge

The challenge is designed to position Indigenous tourism as a key driver for economic development while respecting community autonomy, ancestral traditions, and the natural environment. It focuses on projects that promote:​

• Economic empowerment: Initiatives that enhance the economic autonomy of Indigenous communities by building their capacities to directly manage tourism benefits.

• Cultural preservation: Projects that safeguard traditions, languages, rituals, and other cultural expressions through tourism experiences that actively involve the communities.​

• Gastronomy promotion: Activities that highlight and promote culinary traditions, engaging local producers and markets.

• Community innovation: Disruptive initiatives that add value to the tourism sector without altering the traditional way of life of communities.

  
  

Prizes and benefits for participants

Finalists will receive specialized mentoring, access to global tourism networks, and unique opportunities for international visibility. The winning project will receive investment backing of USD 10,000, along with support to implement its initiative. ​

Voices from UN Tourism and CAF

Natalia Bayona, Executive Director of UN Tourism, emphasized that Indigenous tourism not only promotes artistic and culinary expressions but also serves as a tool to protect traditions and ancestral wisdom. She encourages young people to lead the way for sustainable development in communities.

Oscar Rueda García, CAF's Director of Tourism, highlighted that the challenge invites the development of experiential tourism projects that allow learning from the culture and knowledge of Indigenous peoples. He noted that with more than 800 Indigenous peoples comprising 10% of the region's population, this living culture is a treasure of Latin America and the Caribbean. 

Application timeline

• Submissions open: Until June 15, 2025​

• Final pitch and winner announcement: August 9, 2025, coinciding with the International Day of the World's Indigenous Peoples ​

  
  

Entrepreneurs, tour operators, community associations, and entities dedicated to the development of Indigenous tourism in Latin America and the Caribbean are encouraged to participate in this call and contribute to strengthening the sector in the region. 

This challenge presents a valuable opportunity for Indigenous communities to gain support and recognition for their tourism initiatives, promoting sustainable development and cultural preservation across Latin America and the Caribbean.

Facts about the United Nations World Tourism Organization (UN Tourism)

Basic information

• Full name: United Nations World Tourism Organization (UN Tourism)

• Founded: 1975 (originated as the International Union of Official Travel Organizations in 1925)

• Headquarters: Madrid, Spain

• Current secretary-general: Zurab Pololikashvili (since 2018)

• Member states: 160+ countries, plus associate members and affiliate members from the private sector, academia, and civil society
  

Mission and Role

• Main goal: Promote responsible, sustainable, and universally accessible tourism

• UN status: Specialized agency of the United Nations

• Mandate: Acts as the leading global organization in the field of tourism

• Focus Areas:

  Sustainable development

  Cultural heritage protection

  Poverty reduction through tourism

  Innovation and digital transformation

  Tourism education and employment

  
  

Key programs and initiatives

• Tourism for SDGs Platform: Promotes tourism's role in achieving the UN Sustainable Development Goals

• Global code of ethics for tourism: A framework for responsible and sustainable tourism development

• UN Tourism Academy: Offers training and education to build tourism capacity worldwide

• Best tourism villages initiative: Recognizes rural destinations with strong sustainability and cultural heritage

  
  

Recent focus areas

• Climate action in tourism

• Digital transformation and innovation in travel

• Inclusive tourism—empowering youth, women, and Indigenous communities

• Post-pandemic recovery and resilience