Liliana Palma Santos

Liliana Palma Santos, affectionately known as Lily, is a proud Zapotec entrepreneur, cultural advocate, and founder of Zapotec Travel, an Indigenous woman-owned and led sustainable tourism company based in Oaxaca, Mexico.

Born in Los Angeles, California, as part of the Oaxacalifornia migrant community, Lily returned to her ancestral homeland of Oaxaca at the age of 23 with a clear purpose: to apply the knowledge she gained while earning her Bachelor’s degree in International Studies from Santa Clara University to contribute to her community's development and share the richness of Zapotec culture with the world.

Driven by the lack of representation of Indigenous women-led initiatives in the tourism sector and her passion for community-based tourism, she founded Zapotec Travel in 2021. Today, the company collaborates with 13 Indigenous communities and a network of more than 80 businesses that are 100% Indigenous-owned, with 80% led by women. Through this work, Lily champions a model of tourism rooted in the Zapotec principle of guelaguetza: reciprocity, cultural preservation, and economic justice, ensuring that Indigenous communities remain the storytellers, decision-makers, and primary beneficiaries of tourism on their own lands.

In 2024, Lily was named one of National Geographic’s Travelers of the Year as a Cultural Caretaker, recognizing her leadership in redefining responsible tourism and demonstrating how Indigenous-led tourism can strengthen cultural heritage while creating meaningful economic opportunities for local communities.

She is also a federally credentialed tourist guide in Mexico and is committed to opening pathways for more Indigenous women to become guides, entrepreneurs, and leaders in the tourism industry.