Tourism activities under the Sápmi Experience Quality Label are based on the common heritage of the Sámi. 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.

By Katja Bechtloff

Nutti Sámi Siida is a Sámi tourism enterprise owned by Nils-Torbjörn Nutti, a reindeer herder from Saarivuoma Sámi village, and Carina Pingi from Gabna Sámi village. During one particularly bad winter in the pastures, starvation of the reindeer forced Nils and Carina to move their reindeer to corrals. The high costs of feeding the reindeer caused the needed an additional source of income, and invited visitors to the corrals. This – combining reindeer husbandry with tourism – led to the foundation of Nutti Sámi Siida.

By Lenka Uhrova

In July 2010, I published an article on the Local Travel Movement website about how I saw tourism in Iceland at the time. I’ve always been particularly interested in regions off the beaten tourist track, which in the past would often be overlooked and overshadowed by the more commonly promoted highlights and ‘must-sees’ of Iceland.

By Lennart Pittja

Sápmi (or Lapland) has long attracted visitors from all over the world, and today it is visited by millions of tourists every year. In spite of this bustling tourist activity, and even though Sámi traditions are frequently portrayed through various media, today we can see very few successful Sámi tourism companies. The Sámi community wants to change this, and wants to be more involved with decision making in the Swedish tourism industry.

By Irene Lane

One of the more memorable moments during our family tour of Northern Europe last year was during our stay in Gothenburg. While Gothenburg is the second largest city in Sweden, it certainly has not taken on a diminutive status to Stockholm. Instead, the city has a standing of its own including having largest seaport of all the Nordic countries, a diverse music community and beautiful open spaces of forests, meadows, lakes, parks and gardens peppered throughout the area.

By Thomas Marvin

Back in 2006 my friend Legs and I packed our bags and bikes and headed to Iceland for a 6 week pootle round the island. We’d originally been looking at cycling to Norway’s North Cape, but for a variety of reasons (which I can’t quite remember) we sacked that in, and decided to go cycling in Iceland. The cycling trip ended up being one of the most amazing 6 weeks of my life – howling gales which lasted days, thoroughly pot-holed dirt tracks, stunning views and the invention of tuna tikka-massala.

By Pål K. Medhus

Høve Støtt’s main target is to create new standards in the production of experiences, at the peak of Norwegian tourism. To achieve this, we work constantly on developing authentic Norwegian ecotourism experiences. We always strive to achieve more, and we’re always hungry for knowledge. By engaging the local forces, we wish to show the culture and history that has made Geilo what it is today.

Whether you believe in Old Icelandic tales or not, Troll peninsula is believed to be the last home of trolls. They happen to be afraid of daylight, and a strong ray of sun can petrify them to eternity. At the end of winter, forced by the ever-rising arctic sun, they make gigantic steps, crossing glaciers, plateaus, ridges and torrents to reach their secret hiding places, before it is too late. Everlasting snow on its dominant peaks, luxuriant green valleys with small farms and cattle randomly scattered and much, much more is to be found in this tranquil area, suitable for trekking all year round.

By Neil Rogers

As a past advisor to Sweden’s Ecotourism Quality Label Nature’s Best, and as current advisor to VisitSápmi and the Quality Label for Sámi indigenous tourism, I’ve seen many positive changes over the years yet much remains to be done. Sweden and Norway have world-class assets for outdoor and experiential travel, and have enviable reputations for image, safety, security, health, hard and soft infrastructure. The question is how to make more of this competitive advantage so that small-scale entrepreneurs can thrive.