I asked them to tell me about the experiences they offer to visitors: what they offer, and what they are happy to share with them. They told me more about the agave project, the baboon walking, the beekeeping and the rest.

I learnt how tourism benefitted them, not only financially but how the different activities have helped them to get closer to their own environment and, most of all, to each other.

Perhaps I will share those stories in another context.

I explicitly asked them what the CBT project represents to them. They gave me wholehearted answers from which independence emerged as the core/key achievement.

‘Now I have my own cow,’ a metaphor they used to explain that they have their own source of income.

‘I can pay for my kid’s school fees now; I can buy my own (real) cow and it doesn’t depend on my husband’s work’. Their gaze is strong and steady: like warriors.

Talking about their journey is helping them to see themselves and their own achievements, as well. They can take a look from a distance at their daily life.

What have you learned by being part of Twala Tenebo?

‘Now I know what business means and what profit is,’ and other proofs of their self-empowerment followed.

‘You are all businesswomen now, then,’ I finally recognised. They smiled proudly.

Surrounded by these strong unfańibiaxara – ‘businesswomen’ in their language – I also shared my story – as a woman and entrepreneur – and during the dialogue we recognised the many hidden similarities in our journeys, beyond the evident differences. We bonded and continued to share.

I wanted to have a complete picture of the tourism experience from them, and I entered this uncomfortable zone by asking about their negative experiences and the issues they faced with tourists.

I knew from my experience with other communities in Brazil that meeting tourists can sometimes create conflict and exacerbate the differences, especially if the visitors are not culturally prepared and are not equipped with the right mindset.

I personally believe that tourism is the art of encountering others, usually from different cultures. At its core, tourism is then an anthropological encounter, for which we are not always prepared.

Some of the ladies, showing their disappointment, shared that they have received criticism because they live without electricity and there is no light in the camp.

Being criticised for who they are is, unfortunately, a common experience for many traditional communities. Thankfully it is less and less common nowadays, but this has generated tension between themselves and the tourists and foreigners, creating division and barriers instead of positive encounters.

Those moments of tension, sadness and disappointment, though, have turned into some brilliant ideas for marketing through collective discussion and some external creative prompts.

Given that they should not change who they are for the tourists, then they should always present who they are with pride and transparency, demanding respect from the visitors as a basic condition.

With the right approach, the negatives can magically turn into positives to create bridges that invite new visitors in.

Their strength and value can be clearly seen through the lens of a way of marketing that is open to listening and aims to highlight all the aspects of the culture that they are happy to share.