LAUSR

Abstract Indigenous groups continue to experience injustices in relation to tourism development, management, and marketing despite calls for equity, justice, and fairness in sustainable tourism. Economic interests continue to dominate and, consequently, the social, environmental, and cultural wellbeing of minority and Indigenous groups tend to take a secondary position in tourism development plans. Progress has been made in developing frameworks to examine justice for Indigenous groups, but they do not take into account the concepts of dignity, which we argue is a core principle in a humanistic approach that seeks fairer outcomes for Indigenous and minorities groups. Drawing upon humanism and humanistic management theory, we examine the Mayan Train megaproject in southern Mexico, propose guiding principles and identify responsibilities for key actors that prioritize the restoration, protection, and promotion of the dignity of groups and prevent potential injustices resulting from tourism projects. We also suggest transformative actions that revalue the cultural identity and status of Indigenous groups, increase their capabilities and self-esteem, and promote their autonomy and wellbeing.