The characteristics of many communities in different regions of the world have been widely affected by globalization. Therefore, the existence of indigenous communities in destinations became a pivotal element in forming a unique place brand. The term “Indigenous Community" refers to the people who have managed to preserve their unique culture, lifestyle, local food, language, etc. Hence, indigenous communities are considered a form of intangible cultural heritage.    
In this regard, the study aimed to investigate the effect of the indigenous communities on building a touristic brand of Siwa in western Egypt. Accordingly, an analytical-descriptive methodology was employed to analyze the characteristics of the indigenous community of Siwa through the participant observation method. Additionally, semi-structured interviews were conducted with a sample of Siwan local tour guides and public sector managers. As a result, the study proposed a framework for engaging the indigenous community in Siwa's branding process.