Abstract: Indigenous tourism has been subject to innumerable strategies and changing policies, most raising more hope than real action or outcomes. It remains an extremely fragile and tenuous sector of the tourism industry despite much of the marketing hype indicating otherwise (Schmiechen, 2000). In many ways it is at a critical point as to how many of the fledgling and even established businesses can survive and become viable in an increasingly difficult tourism environment. There is now a greater need than ever for good leadership, clear vision, targeted support and a cohesive effort by all parties concerned to get it right, and most importantly listen and act on the voices of those actually trying to do the business. Research will have an important role in this.