This article explains how a rainforest tribe in Malaysia negotiates their indigeneity, shaped on the one hand by global imaginaries held by tourists, and on the other hand by their quest for development and modernity. The Batek are traditionally hunter-gatherers and practice semi-nomadism. They face a dilemma on how to best maintain their agency while remaining ‘authentic’ and attractive to tourists. This paper builds on Bruner's (2005) argument that cultures and indigeneity evolve with modernity, and discusses the contemporary meanings of authenticity from the perspective of the indigenes. A conceptual model to understand the ‘authenticity gap’ in indigenous tourism is offered as we suggest ways in which tourism development may be harnessed, rather than rejected, to resolve this cultural dilemma. •Criticizes the continued nostalgic imaginaries on indigenous people and their ‘primitive’ culture.•Explores the evolution of indigeneity in the ‘backstage’ of a semi-nomadic rainforest tribe in Malaysia.•The Batek face a dilemma on how to best maintain their agency while remaining ‘authentic’ to tourists.•Reconceptualizes ‘authenticity’ in indigenous tourism to incorporate the fluidity of culture and indigenous progressiveness.