A new wave of positive-impact experiences in northern Finland is allowing the Sámi people to benefit from the tourism industry boom. The Reinina Reindeer Farm, run by Raisa Kitti and her husband, offers visitors a chance to feed the reindeer and learn about Sámi culture. This family business is part of a movement that aims to challenge the misinformation and stereotypes about Sámi culture perpetuated by non-Sámi-led tourism companies. The Sámi people have taken back control of the narrative and are now offering authentic, educational experiences that showcase their traditions and way of life.
Inari, a village in northern Finland, is considered the cultural heart of the Sámi people. It is home to the Siida Sámi Museum, which provides visitors with a comprehensive understanding of Sámi culture through exhibits showcasing the history, artistry, and lifestyle of the people. The museum highlights the rich and evolving culture of the Sámi, challenging the idea that Indigenous cultures should remain frozen in time for the entertainment of visitors. The Sámi Parliament in Inari has been instrumental in developing sustainable tourism initiatives that focus on telling the true story of who the Sámi people are today, rather than perpetuating stereotypes and misconceptions.
The Sámi people have been battling against cultural exploitation for decades, with instances of non-Sámi individuals dressing up in faux-Sámi costumes for entertainment purposes. In response, the Sámi Parliament initiated a project to define ethical guidelines for Sámi tourism, helping visitors engage with Sámi culture respectfully. A certification programme is being developed to help tourists identify ethical, Sámi-led businesses and make informed choices about their travel experiences. The programme will be announced at the European Indigenous Tourism Conference, hosted by the Inari Sámi Parliament in May, bringing together Indigenous tourism representatives from several countries to promote authentic and respectful interactions with Indigenous cultures.
Many tourists are increasingly seeking ethical and authentic experiences when traveling, as demonstrated by the positive reception of businesses like the Reinina Reindeer Farm. Visitors are eager to learn and understand the lives and culture of the Sámi people, rather than participate in staged or inauthentic representations. The revenue generated from tourism activities has provided economic opportunities for families like Kitti’s, allowing them to preserve their way of life and care for their reindeer. While progress has been made in promoting ethical tourism practices, challenges remain as outdated stereotypes and misconceptions about Sámi culture are still prevalent in the tourism industry.
Efforts to combat misrepresentation and exploitation of Sámi culture through tourism are ongoing, with the Sámi people leading the way in reclaiming their narrative and sharing authentic experiences with visitors. Businesses like the Reinina Reindeer Farm are paving the way for a more sustainable and respectful approach to Indigenous tourism, offering visitors a chance to engage with the culture and traditions of the Sámi people in an ethical and educational manner. The push for ethical tourism practices and the development of certification programmes will further support the growth of Sámi-led businesses and ensure that visitors have meaningful and respectful interactions with Indigenous cultures in Finland and beyond.
