Promoting Sustainable Indigenous Tourism Through VisitSápmi

Tourism activities under the Sápmi Experience Quality Mark are based on the common heritage of the Sámi living environment. Sámi tourism must be sustainable over the long term. This means that tourism must be accepted and established, culturally and socially in Sámi society, and the host must be able to communicate Sámi values and way of life. Sápmi Experience operators strive for social, cultural, ecological and commercial sustainability. They are companies that respect the integrity of the Sámi culture and work to prevent its objectification.

These companies also work constructively with other businesses, public agencies, and organizations that respect the values of the Sámi tourism sector in developing Sápmi as a successful destination.

Does VisitSápmi collaborate with other travel-related organizations?

Yes. VisitSweden is an important partner, as well as the regional destination Swedish Lapland. But we also co-operate with global organizations like The International Ecotourism Society (TIES) and Adventure Travel Travel Association (ATTA). We are active in putting indigenous tourism on the adventure tourism agenda, and we are invited to talk about Sápmi Experience and Sámi tourism at Adventure Travel World Summit in Chiapas, Mexico in October.

What’s next for VisitSápmi? Are there any upcoming tours planned?

We are launching Sápmi Experience. Within 5 years, this will be a well-known brand for Sámi tourism with at least 75 approved service providers from the whole Sápmi area. The first companies have now been approved Sápmi Experience and we are working hard to go through all the applications from Sámi companies.

In a month we will also have launched our proper website for visitors.

Lennart Pittjia: Photo by Vägvisaren

We are creating marketing partnerships with both national and regional tourism partners. Sápmi Experience will be an important part of the Scandinavian brand in the world – but in a more credible way than before when Sámi tourism was a stereotype. Our common intent is promoting Sápmi with quality, sustainability, safety and credibility.

We want to create a network of companies and people, Friends of Sápmi where they help to preserve and develop Sámi culture by supporting VisitSápmi. Affinitive marketing is something we are working on hoping to find other brands and products that have customers that are attracted to Sámi tourism.

The reindeer herding communities have management plans for tourism, based on the traditional use of the land. This creates acceptance and possibilities to open up even reindeer herding for tourism. 

Community Connection

Matador Goods Editor and MatadorU faculty Lola Akinmade Åkerström has recently published some photo essays and articles on Sámi culture. Here are some below worth checking out:

Photo Essay: Centuries Old Diet Tips From Indigenous Sámi
The Swedish-Sami Consciousness on Sweden.se
Photography from Jokkmokk Sámi Festival.