Te Awa Tupua is an ancestor of the M aori people of Whanganui, and is also the Whanganui River, who in 2017 was formally recognised as a person. While legally conferring personhood upon an element of nature is relatively novel, it recognises a fundamental principle of indigeneity, that all things-human and nonhuman-are related. We explore intersections of peace, justice, and sustainability through Indigenous tourism in case studies of three M aori tourism enterprises on Te Awa Tupua (the Whanganui River). Our paper spotlights three findings. First, that treaty settlements elevate the status of M aori knowledge and contain elements of peace-making and economy-making as decolonising projects of self-determined development. Second, while indigeneity is foundational, we found that syncretism is evident in the sustainability of M aori tourism enterprises. Third, we uncovered a socioecological dissonance in attitudes towards commercial growth, with M aori tourism enterprises opting for slower and lower growth in favour of environmental and community wellbeing. We propose a model of Indigenous tourism called kaupapa t apoi. We conclude by suggesting that reconciling differences in viewpoints on sustainability and growth between M aori and non-M aori tourism enterprises will require involvement of several institutional actors, starting with Te Awa Tupua.