In 2005, the Ministry of Tourism in Bolivia launched a new tourism campaign with the slogan ‘Lo auténtico aún existe’ (authenticity still exists), featuring ethnic Quechuas and Aymara, the descendents of the Incas and the Tiwanaku culture. The slogan implies a strong desire for ‘real’ experiences in tourism to interact with ancient cultures. Ethnic identity, albeit somewhat fluid, has determined the social hierarchy in Bolivia. The publicity campaign typifies these ethnic groups in Bolivia, which have maintained their cultures, languages and folk traditions. The tourism video showed that the popular festivals and rituals have been rediscovered and revived after being forgotten for centuries. Colorful ethnic images have been used to embellish the attractiveness of Bolivia as a tourism destination. It claimed that Bolivia is indeed a ‘lost world’ with untouched ethnic cultures and unspoiled natural scenery. Traveling in Bolivia is an opportunity to re-live history where tradition is maintained and inspired by ancient Incas and Aymaras. Potential tourists can view scenes of pre-Columbian and colonial architecture in places such as Potosi, Sucre and Cochabamba. Ethnicity was a driving force in the social relations of individuals and communities, but now it plays an important theme to attract tourists by showing the ancient ruins of the Incan civilization and their descendants, by playing music and dancing in traditional dress. The pursuit of authenticity, therefore, can be a powerful marketing tool for tourism as tourists seek real and meaningful experiences in their travels.

As evidenced in Bolivia, ethnic tourism has become a worldwide phenomenon that not only showcases ethnic distinctiveness, but also attracts visitors for cross-cultural experiences and provides pleasurable environments for their gaze (Urry, 2002). Ethnicity has been increasingly promoted as a tourist attraction and as a strategy to generate income and foreign exchange for ethnic communities.