The Sámi people in northern Finland are now benefiting from tourism, thanks to a new wave of positive-impact experiences.
Kitti Raisa Kitti attracts reindeer with food and moss, introducing visitors to these animals at Reinina Reindeer Farm, which her husband’s family has run for over 400 years as part of the Sámi heritage.
However, this boom in tourists has not always been in the best interest of the Indigenous community. Non-Sámi companies have misrepresented Sámi culture, offering igloo and husky sled experiences that are not actually part of their traditions. Kitti now brings visitors to learn about and interact with the reindeer, teaching the culture and selling crafts made from reindeer hides.
The village of Inari is the Sámi cultural capital, with the Sámi Parliament and the renowned Siida Sámi Museum that just won the European Museum of the Year Award in 2024. The museum proudly showcases the evolution of the Sámi people, from reindeer herding to modern art and music, and accepts the adoption of new influences.
Kirsi Suomi from the Sámi Parliament is promoting authentic tourist experiences. She helped create guidelines for visiting the Sámi region respectfully and is developing a certification program to identify sustainable, Sámi-led businesses.
With NextGenerationEU funds, Suomi’s certification program, to be unveiled at the European Indigenous Tourism Conference, will aid tourists in choosing responsible businesses like Reinina Reindeer Farm.
Source: https://www.euronews.com/travel/2025/03/29/people-are-not-props-the-sami-reindeer-herders-fighting-stereotypes-to-build-ethical-touri
