Category: Sápmi

Authenticity as a compromise: why labels can be very important

Text and photos: Cecilia de Bernardi   Since I started my work with Sámi tourism, initially I focused on analysing language, marketing, and specifically how culture is portrayed in pictures. The reason why I started with this is that marketing communication is an important aspect of the process of attracting tourists to a certain place. …

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Different Stories: Teaching Sámi Cultures in Tourism

Text and photos: Ella Björn Why learn about Sámi cultures? Indigenous cultures are critical to our planet’s cultural diversity. Over the years in Finland, tourism entrepreneurs have spread stereotypical and inaccurate information about Sámi cultures. Although exploitation in tourism has decreased in recent times and Sámi people have started their own businesses, the need to …

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Greetings from Jokkmokk

Elina Nygård Jokkmokk, just north of the Arctic Circle, has always been an obvious meeting place for trade, gatherings, festivals and meetings between friends. This is the site of Ájtte, Swedish Mountain and Sami Museum, a gateway to the high mountains, to Laponia world heritage area and to the Sami culture. We tell the story of …

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