The State Library of Western Australia has launched 'Hello, this is Sam Lovell' an exhibition celebrating the exceptional life journey and contributions of Sam Lovell OAM, a trailblazer in Indigenous tourism and a respected Kimberley icon.

The exhibition is a deep dive into his extraordinary life amidst the backdrop of systemic and widespread racism, his profound impact establishing Aboriginal tourism, groundbreaking community development, and preserving Aboriginal cultural heritage.

Mr Lovell, known as 'Mr Kimberley' and often regarded as the 'father of Aboriginal tourism in Western Australia,' has dedicated his life to opening doors for Aboriginal people in the tourism industry.

His work has inspired generations, highlighting the significance of Aboriginal knowledge, storytelling, and connection to Country in shaping Australia's tourism landscape.

'Hello, this is Sam Lovell' features an exclusive collection of photographs, memorabilia and firsthand accounts of Sam's adventures, from his early days as a stockman to his pioneering role in outback tourism.

Visitors have the opportunity to immerse themselves in his legacy, learning about his invaluable contributions to Aboriginal enterprise and cultural preservation.

State Library of Western Australia CEO and State Librarian, Catherine Clark, said: "The significance of Sam Lovell's collection and his rich contributions to the state cannot be overstated."

"Sam was one of two Aboriginal people that we know of who had a box brownie camera in Western Australia from the 1950s onwards. He was able to document his life from a young age and provide a unique lens and perspective on life in the North West," she said.

"This exhibition has been in the works since Sam donated his personal collection to the State Library in 2017 and we are delighted to help share his story with the community."

Bart Pigram, who co-curated the exhibition with Sarah Yu said: "Sam and Rosita's tourism initiative exceeded industry and cultural barriers through Kimberley Safari Tours."

"To be able to break into the tourism industry, excel in the industry, and to also maintain cultural and environmental integrity across most of the Kimberley region pretty much set the standard for all operators that followed," he said.

"We may not have the diverse range of Aboriginal tourism operators in Western Australia today if not for the endeavour of Sam and Rosita Lovell."

Mr Lovell was born in 1933 and has lived a life of adventure, resilience and service to his community.

His early days included working as a stockman in remote areas of Western Australia. His photographs from the time provide a rare insight into the establishment of the pastoral industry from an Indigenous perspective.

He later became one of the first Indigenous people in Australia to establish a tourism enterprise promoting Aboriginal culture, offering visitors authentic immersive experiences in the Kimberley region.

Over the years, Mr Lovell has played a crucial role in promoting Indigenous tourism, guiding countless visitors through Australia's rugged landscapes and sharing his intimate knowledge of the land, stories and peoples.

His passion for storytelling has been instrumental in preserving Indigenous heritage, ensuring that traditional knowledge is passed down through generations. His contributions have been recognised nationally, with Mr Lovell receiving the Order of Australia Medal (OAM) in 2003 for his services to tourism and Indigenous affairs.

His impact extends far beyond his business ventures; he has also worked tirelessly to mentor and support emerging Indigenous tourism operators, helping them establish sustainable businesses that celebrate Aboriginal culture.

The 'Hello, this is Sam Lovell' exhibition features a series of engaging displays, including: Video of Sam returning to significant places in his early life including Calwynyardah where he was born, Noonkanbah where he was taken and Moola Bulla where he spent most of his childhood and adolescence; Sam's oral history recorded by 6DBY Larrkardi radio station in Derby and held in the State Library's collection; Items on display including Sam's Order of Australia Medial, leather making and saddlery tools, and musical instruments; Incredible photos taken from Sam's time working as a stockman offering a unique perspective of life in the Kimberley.

Sam Lovell officially opened the exhibition earlier this month at the State Library of Western Australia surrounded by family and friends and accompanied by musical guests from his country music days.

The exhibition features educational panels that explore the broader impact of Indigenous tourism in Australia, highlighting how Lovell's contributions have shaped policies, business practices and community-led initiatives that continue to thrive today.