This paper reviews indigenous/aboriginal tourism, a rapidly evolving sector of the tourism industry and an important growth sector in aboriginal economies, and examines the optimism expressed about its growth potential. Case studies are given of the host, guest and intermediary relationships involved in aboriginal tourism in southern Alberta, Canada, still at an early and tentative stage of development, despite the volume of travel taking place in this area, the location of Canada’s largest Indian reserves in this region, and world renowned attractions such as Head-Smashed-In Buffalo Jump. It notes the lack of industry knowledge on the part of local aboriginal operators, a lack of consumer awareness on the part of travellers and an underutilisation of potentially advantageous partnerships between local product suppliers and tour operators. Suggestions are made for the professional development of an aboriginal tourism product; market reconnaissance and market development; and the evolution of a partnership between aboriginal tourism product suppliers and the travel trade.
