IUCN

How can an ecotourism brand be truly owned by Indigenous communities while shaping respectful, sustainable visitor behaviour? → By leading a co-creation process with Indigenous leaders across seven ethnic groups, ensuring the brand is rooted in community ownership and cultural knowledge. The identity builds local pride while guiding visitor engagement through storytelling, tradition and ecological awareness. I developed a cohesive visual system and three field-ready guide booklets that translate these principles into a clear visitor journey. The result is a scalable experience that encourages eco-conscious exploration aligned with local customs, strengthening both community ownership and sustainable tourism practices.