The concept of biocultural diversity is confronted with contemporary changes that impact on local communities, such as globalization and digital transformations. Engaging the conceptual flexibility of 'biocultural diversity', we studied nature-based tourism at the intersection of indigenous communities and the digital realm. We employed a political ecology perspective to examine online and offline representations of biocultural diversity in the Brazilian Pantanal, one of the biggest wetlands in the world, and home to groups of peoples known as the Pantaneiros. Data from interviews with 48 stakeholders in the tourist sector were structured along three 'myths'-the Uncivilised, Unrestrained, and Unchanged-for which we have also constructed counter narratives. Each myth denoted the primacy of biodiversity, and ignored broader dimensions of the Pantanal as a bioculturally diverse landscape. The relationships of the Pantaneiros with their environment were found to be intricate and had clear repercussions for tourism, but ironically, reference to the Pantaneiro culture in nature-based tourism was superficial. Moreover, thriving on the myths, this form of tourism perpetuates skewed power structures and social inequalities. Lower-class Pantaneiros likely suffer most from this. We recommend stakeholder engagement with a biocultural design that facilitates the integration of other-than-biodiversity values, and that thereby promotes sustainability of the entire social-ecological system. Sustainability 2018, 10, 3643 2 of 20 and parcel of mainstream environmental discourses and initiatives [1]. Yet, despite this, the concept has received criticism too. Focusing on landscapes, species, and genetic diversity, biodiversity overlooks human and cultural components of landscapes [2,3]. As such biodiversity conservation has conceptual roots in one of the earliest institutionalised expressions of nature conservation: the National Park movement that commenced with Yellowstone in 1872. In their most stringent form, both National Parks and biodiversity protection may lead to so-called fortress conservation in which rigid boundaries between human and nature are drawn. Both in historical and recent times, indigenous communities and other local peoples have been suffering from the consequences of fortress conservation, which have included displacement, restricted land access and rights, and unfair relations of production [4].Understandings of biocultural diversity-the interrelated and co-evolved diversity of life in its biological and cultural manifestations [5]-takes a more holistic approach to natural areas and its inhabitants than biodiversity conservation does. 'Biocultural diversity' explicitly embraces the notion of social-ecological systems, in which the interrelatedness between rural populations and the natural environment are emphasised, either in a traditional setting or with regard to newer human-nature interactions [2,6]. Moreover, biocultural diversity aims to pay heed to the various cultural manifestations-such as worldviews,...