This study analyses the narratives expressed by the Pataxó indigenous people of Brazil within their indigenous tourism project, the “Jaqueira Reserve”. Our findings show that the indigenous people's role as protagonists in this setting foregrounds their voices, allowing them to retell and reposition themselves in history and to re-envision the future by presenting different ways of thinking and being. We contend that this Pataxó experience illustrates how decolonial endeavours are being crafted on an everyday basis in ways that strengthen indigenous cultural and environmental rights. Accordingly, we conclude that indigenous tourism has a transformational potential in the sense that it can counter the colonialization of mind and ideas and coloniality's violent oppression/exploitation of culture and nature.