Sunday, May 25, 2025
In a significant step toward preserving Sámi culture and promoting sustainable tourism in Arctic Finland, the Sámi Parliament unveiled a draft for a new certification system aimed at tourism operators in Lapland.
Presented during the Indigenous Peoples Conference held in Inari from May 20 to 22, 2025, this initiative — the Responsible Sámi Tourism Certificate — seeks to set clear standards that honor Sámi cultural values and environmental sustainability, ensuring that visitors have an authentic and respectful experience of Sámi life.
Context: Rising Tourism and Its Challenges in Sámi Regions
Lapland’s pristine Arctic landscapes and unique Indigenous heritage have increasingly attracted tourists worldwide. This surge, however, has brought a range of challenges impacting the local Sámi communities. According to the Finnish Ministry of Economic Affairs and Employment, tourism in the region has created both economic opportunities and cultural pressures, especially for Indigenous peoples whose traditional livelihoods and customs are tightly intertwined with the land.
Incidents of cultural appropriation, such as non-Sámi visitors dressing in Sámi traditional costumes or imitating cultural practices, have caused concern. Additionally, environmental impacts threaten reindeer herding, fishing, and gathering practices that sustain Sámi ways of life. Privacy violations, including tourists photographing children or local communities without consent, have also been reported. These issues underscore the urgent need for regulated, ethical tourism that benefits rather than exploits Sámi communities.
The Responsible Sámi Tourism Certificate: Objectives and Implementation
The certification is designed to identify and support tourism businesses that operate according to principles respectful of Sámi culture and the fragile Arctic environment. Tauno Ljetoff, a Sámi Parliament member, emphasized the certification’s role in “clarifying the current situation of Sámi tourism” to better support operators who adhere to sustainable and culturally appropriate practices.
The certification criteria will include:
- Cultural Sustainability: Ensuring tourism products and services genuinely reflect Sámi heritage without distortion or appropriation.
- Environmental Responsibility: Protecting the natural environment integral to Sámi livelihoods and the Arctic ecosystem.
- Community Engagement: Involving Sámi communities in tourism planning and decision-making to safeguard their interests.
- Ethical Visitor Conduct: Promoting respectful behavior among tourists, including rules around photography, cultural interactions, and supporting local enterprises.
Kirsi Suomi, the project planner, highlighted that the guidelines are still under review and will be finalized after approval by the Sámi Parliament’s Board of Directors and plenary meeting later this year.
A Model for Indigenous Tourism Globally
Funded by the European Union, the initiative reflects a growing global trend of Indigenous communities asserting control over tourism in their territories. The Responsible Sámi Tourism Certificate is intended not only for the Sámi regions of Finland but also as a scalable model for other Indigenous peoples seeking sustainable and ethical tourism frameworks.
The Indigenous Peoples Conference, co-organized by the World Indigenous Tourism Alliance (WINTA) and the University of Lapland, focused on the global importance of ethical tourism in Indigenous territories. Experts and community leaders shared experiences and strategies to ensure tourism respects Indigenous rights, cultures, and environments.
Economic Benefits for Sámi Communities
Tourism is a critical income source for many Sámi families, especially in remote Arctic areas where traditional economies are under pressure from climate change and modernization. By distinguishing certified operators, the new system will help authentic Sámi businesses stand out in a competitive market, boosting local employment and economic resilience.
Tauno Ljetoff remarked that “the coordination of traditional livelihoods and tourism is important,” and certification can help “create even better practices” that harmonize economic development with cultural preservation.
The Responsible Sámi Tourism Certificate builds on previous Sámi Parliament initiatives, including the Principles of Responsible Sámi Tourism adopted in 2018 and the Guidelines for Tourists released in 2022. These earlier frameworks laid the groundwork for promoting responsible visitor behavior and raising awareness about Sámi cultural sensitivities.
Official Government Support and Regulatory Framework
The Finnish government, through its Ministry of Economic Affairs and Employment and collaboration with the Sámi Parliament, supports the development of sustainable tourism policies that respect Sámi rights as guaranteed by the Finnish Constitution and international agreements such as ILO Convention 169 on Indigenous rights.
The Ministry’s official website outlines its commitment to fostering tourism that balances economic growth with environmental protection and cultural heritage preservation. The Responsible Sámi Tourism Certificate aligns closely with these objectives and Finland’s broader Arctic strategy.
Next Steps and Public Involvement
Before official adoption, the draft certification standards will undergo public consultation involving Sámi communities, tourism stakeholders, environmental experts, and government bodies. This inclusive process ensures the system is culturally appropriate, practical, and widely supported.
Upon approval, the Sámi Parliament plans to launch an awareness campaign targeting both local businesses and international tourists. The campaign will emphasize the importance of respecting Sámi culture and the environment while enjoying Arctic Finland’s unique attractions.
Conclusion: Toward a Sustainable Future for Sámi Tourism
The introduction of the Responsible Sámi Tourism Certificate represents a vital advancement in safeguarding Sámi culture and the Arctic environment from the pressures of mass tourism.
By establishing clear, culturally grounded standards, the Sámi Parliament aims to empower Indigenous tourism operators and offer visitors an authentic and ethical travel experience.
This pioneering initiative highlights the potential for Indigenous-led tourism governance to serve as a global benchmark.
As Arctic Finland continues to attract visitors from around the world, responsible tourism will play a critical role in ensuring that the region’s rich cultural heritage and natural beauty endure for generations.
