New certification for responsible Sámi tourism introduced

Draft aims to promote sustainable and culturally respectful tourism in Finnish Lapland

At the Indigenous Peoples Conference in Inari, Finland, the Sámi Parliament presented the draft of a new certification system designed to establish clear standards for tourism operators in Sámi regions. The goal is to promote ethical, environmentally conscious, and culturally appropriate tourism.

The planned Responsible Sámi Tourism Certificate will recognize tourism businesses that align with Sámi values and ecological principles, while helping visitors identify genuine experiences related to Sámi life and culture.

Clear criteria with European relevance

Tourism operators who meet specific requirements related to cultural sensitivity, sustainability, and environmental care will be eligible to apply for the certification. The draft is currently under review by the Sámi Parliament’s board, with final approval expected later this year.

According to Kirsi Suomi, project coordinator for the initiative, the system aims to provide clear guidelines that help tourism businesses align with Sámi community values. The project is EU-funded.

Economic benefits for Sámi businesses

Tourism represents an important source of income for many Sámi. The new certification aims to help authentic businesses stand out in a growing market and distinguish genuine cultural offerings from commercial imitations. “Through this certification, we can highlight those who truly operate sustainably and in harmony with Sámi traditions,” said Tauno Ljetoff, member of the Sámi Parliament. He emphasized the importance of coordinating traditional Sámi livelihoods with responsible tourism to raise standards and increase respect for Indigenous culture.

Responding to tourism challenges

This certification builds on earlier efforts by the Sámi Parliament, including the Principles of Responsible Sámi Tourism (2018) and the Tourist Guidelines (2022). These were created in response to growing tourism pressure, which brought various problems such as:

• Cultural appropriation, including non-Sámi dressing in Sámi attire
• Environmental damage impacting reindeer herding, hunting, and gathering
• Unauthorized photography of Sámi children or schools

The new certificate seeks to ensure that tourism in Sámi areas is developed in ways that are fair, community-based, and sustainable.

Indigenous tourism gains global focus

The conference in Inari, organized in cooperation with the World Indigenous Tourism Alliance and the University of Lapland, focused on how Indigenous communities can protect and strengthen their cultural and natural assets through tourism. Running until May 22, the event highlights that responsible Indigenous tourism is not just a regional concern, but part of a broader global movement.

More on the new certification for responsible Sámi tourism.