In the world of the Ecuadorian Amazon, humans, plants and animals are relatives, and ancient stories reflect real ecological relationships and Indigenous knowledge rooted in profound connections to the land. But one of those connections – ceremonial medicine known as hayakwaska – is now marketed as a mystical shortcut to healing and enlightenment. Behind the scenes of these “healing retreats” lies a deeper story of cultural erasure, linguistic distortion and ongoing colonisation masked as wellness.
The global popularity of “ayahuasca” has given rise to a new form of spiritual tourism that romanticises and distorts Indigenous cultures. This growing industry fuels the exoticisation of Indigenous peoples, turning our languages, practices and identities into consumable fantasies for outsiders. Sacred rituals are stripped of context, spiritual roles are commercialised, and even the names of the plants are misused, reducing complex cultural systems into simplified, marketable experiences.
