Looking at Arctic Tourism Through the Lens of Cultural Sensitivity ARCTISEN – a Transnational Baseline Report

Looking at Arctic tourism through the lens of cultural sensitivity ARCTISEN – a transnational baseline report

KJELL O. OLSEN METTE S. ABILDGAARD OUTI KUGAPI CAMILLA BRATTLAND R. HARVEY LEMELIN DANIELA CHIMIRRI MONIKA LÜTHJE CECILIA DE BERNARDI NUCCIO MAZZULLO JOHNNY EDMONDS DIETER K. MÜLLER BRYAN S. R. GRIMWOOD CARINA REN CHRIS E. HURST RITVA SAARI EMILY HÖCKERT LATEISHA UGWUEGBULA KARI JÆGER ARVID VIKEN

1 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

Multidimensional Tourism Institute (MTI) Rovaniemi www.luc.f/matkailu

Design: Lappi Design / Tytti Mäenpää

ISBN 978-952-6620-39-8

2 3 Publications of the Multidimensional Tourism Institute Matkailualan tutkimus- ja koulutusinstituutin julkaisuja

Looking at Arctic tourism through the lens of cultural sensitivity ARCTISEN – a transnational baseline report

KJELL O. OLSEN METTE S. ABILDGAARD OUTI KUGAPI CAMILLA BRATTLAND R. HARVEY LEMELIN DANIELA CHIMIRRI MONIKA LÜTHJE CECILIA DE BERNARDI NUCCIO MAZZULLO DIETER K. MÜLLER JOHNNY EDMONDS BRYAN S. R. GRIMWOOD CARINA REN CHRIS E. HURST RITVA SAARI EMILY HÖCKERT LATEISHA UGWUEGBULA KARI JÆGER ARVID VIKEN

Rovaniemi 2019

3 ARCTISEN Promoting culturally sensitive tourism across the Arctic

Main result: Improved entrepreneurial business environment for culturally sensitive tourism that will be achieved by improving and increasing transnational contacts, networks and cooperation among different businesses and organizations. Improvement of business environment will also result in concrete products and services, locally and transnationally designed, that support the capacities of start-ups and SMEs to develop Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN sustainable, competitive and attractive tourism businesses drawing on place-based opportunities.

Funder: Northern Periphery and Arctic Programme

Partners: University of Lapland (Lead Partner), Finland UiT The Arctic University of Norway Northern Norway Tourist Board Umeå University, Sweden Ájtte - Mountain and Sámi museum, Sweden

Aalborg University, Denmark University of Waterloo, Canada WINTA - World Indigenous Tourism Alliance

Budget: 1.455.547,88€

4 5 4 5 Contents The ARCTISEN project...... 8 The project area...... 12 The concept of culturally sensitive tourism in the academic literature...... 16 General literature review of culturally sensitive tourism...... 16 National reviews of culturally sensitive tourism...... 17 Challenges in tourism development...... 20 The Nordic right of public access...... 20 Cultural challenges...... 20 Legal challenges...... 21 Joint issues in tourism development...... 22 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN Guidelines and certifcates for culturally sensitive tourism...... 26 Canada...... 26 Finland...... 26 Greenland...... 28 Norway...... 28 Sweden...... 29 Interviewees’ opinions of the guidelines...... 29 Tourists’ perspectives of culturally sensitive tourism...... 34 Capacity development in the project area...... 38 New services: “How we really live”...... 38 Local cultures as tourism products...... 39 Best practices of culturally sensitive Arctic tourism...... 42 Conclusions...... 46 Acknowledgments...... 50 Notes and references...... 50

6 7 The ARCTISEN project

7 The ARCTISEN project

The Culturally Sensitive Tourism in the Arc- bols and traditional livelihoods in tourism er tourism actors about their business en- tic — ARCTISEN — project involves trans- development together with culturally sen- vironments, product development, and national cooperation between project sitive product development. By doing this, capacity-building needs. In total, the part- partners from Canada, Denmark, Finland, the project will create better opportunities ners conducted 44 interviews in Finland,

Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN Greenland, New Zealand, Norway, and Swe- for Indigenous and other local tourism en- 13 in Greenland, 23 in Norway, and 18 in den. The aim of the project is to introduce trepreneurs in the Arctic regions to utilize Sweden.** The focus of the interviews lied sensitivity as a core concept for an im- both their cultural heritage and contem- in questions of agency and self-determina- proved entrepreneurial business environ- porary and everyday lives in creating suc- tion, but also on issues related to the use of ment. Embracing the notion of sensitivity cessful tourism products and services. The cultural resources in tourism. The fndings highlights the negative experiences of cul- main result of the project will be achieved are elaborated on in the respective, more tural exploitation and ensures that Indige- by improving and increasing transnation- detailed national reports published for this nous peoples and other local communities al contacts, networks, and cooperation project.*** control and determine how their cultures among different businesses and organiza- This report offers cross-national com- (i.e., what practices, ceremonies, and cus- tions.* parisons to understand the multiple ways toms) are used in tourism. This report includes systematized in- of drawing on place-based cultural resourc- The project is a contribution to inclu- formation and built knowledge of the cur- es in Arctic tourism, as well as a systematic sive and responsible tourism development rent practices of utilizing Indigenous and collection of examples that represent suc- with the aim of encouraging tourism entre- other local cultures in tourism in the pro- preneurship among previously underrep- ject area. The project partners have inter- ** A commitment to developing relationships and following viewed start-ups, small and medium-sized research ethics protocols in the Canadian context precluded the resented or misrepresented groups. The researchers from conducting interviews or other feld research at enterprises (SMEs), local destination man- project will raise awareness related to, for the time of this report. instance, the sensitive use of cultural sym- agement organizations (DMO), and oth- *** The national reports will be published in 2020 and available * ARCTISEN Application, page 22. on the project’s website: http://sensitivetourism.interreg-npa.eu/

8 9 cessful and challenging tourism ventures. First, we give a short introduction to the general issues in the ARCTISEN area and then present a review of how the concept of culturally sensitive tourism has been used in the scholarly literature in general and in the countries in the ARCTISEN project area in particular. Then, the report offers a general overview of legal, territorial, and cultural minority–majority challenges in tourism development in the project area.**** Thereaf- ter, we move to discuss existing guidelines and certifcates for culturally sensitive tourism and explore then travelers' interests toward, and awareness of, culturally sensitive tourism products. Finally, the report offers an overview of developmental needs in the project area and weaves together some joint conclusions.

**** A more comprehensive overview is found in the different national reports.

9 CULTURALLY SENSITIVE TOURISM

LOCALITY Things are discussed together at the RECOGNIGITON AND local level with many stakeholders RECIPROCITY

Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN PERSONAL INTERACTIONS RESPECTFUL AND FACE-TO-FACE ENCOUNTERS DISCUSSIONS

DISCUSSING AND CULTURAL KNOWLEDGE LISTENING Real interest and willingness to learn from other cultures

CO-CREATING

Figure 1. Characteristics of culturally sensitive tourism.

10 11 The project area

11 The project area

Making a joint report for the ARCTISEN pro- Furthermore, the different areas in the rules for entering the electoral roll for ject area faces many challenges. First, the the Arctic are characterized by the nation the different Sámi parliaments in the three different parts of the Arctic experienced states they belong to. In the project area, Nordic countries have fundamental differ- distinct colonial processes that put dis- Canada, Finland, Greenland/Denmark, Nor- ences. There is also a European–Ameri- Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN similar marks on different areas and pop- way, and Sweden have voted in favor of can divide based on the European Council’s ulations. There are also large cultural varia- the UN Declaration on the Rights of Indig- convention on national minorities that are tions among the people living in the Arctic, enous Peoples. However, only Norway and granted certain cultural rights — minorities which is refected in the limited area of the Greenland (through Denmark) have ratifed that also inhabit the Norwegian part of the Arctic covered by the ARCTISEN project. the International Labour Organisation (ILO) ARCTISEN project area. For example, in 2016, there were 1.67 mil- Convention 169, while the other countries In sum, instead of focusing on the lion Indigenous people in Canada and more rely on other types of jurisdictions for the simple division between Indigenous and than 50 different Indigenous nations, repre- protection of their Indigenous populations. non-indigenous people, it is important to be senting 4.9% of the total population.1 The In Sweden and Finland, it is argued that sensitive toward different nuances in cul- Sámi living in Finland, Norway, and Sweden the convention is not yet ratifed because tures, languages, rights, political organiza- are, quite insecurely, estimated to make up of questions related to which land areas tions, infuences, economic conditions, and a population of about 50,000 to 120,000 the convention refers to and which rights ways of living. people. In Greenland, with its approximate- it relates to and for whom. Canada differs Despite the aforementioned differenc- ly 56,000 inhabitants, the Inuits are a ma- from the Nordic countries in the sense that es, there are also similarities. Many regions jority, and the Greenlandic Self-Government the Nordic countries do not register eth- in the project area have been historically explicitly aims to establish the country as nicity in their national censuses, and in this represented as problematic and less-de- an independent nation state in the future. way, the question as to who is Indigenous veloped outskirts that cause problems for is rendered more negotiable. In addition, the more prosperous areas. Unfortunate-

12 13 ly, the populations in these less-developed Nevertheless, in many, or maybe areas have often been perceived as exotic most, places in the Arctic, the challenge and in need of steering from the wealthy ar- for local tourism entrepreneurs is to at- eas of the nations. This has created a sit- tract suffcient amounts of tourists to make Therefore, we suggest uation where the Arctic region has been their businesses economically viable. Over- that responsible—and portrayed from an outsider’s perspective. all, tourism growth in the Arctic has advan- This image seldom coincides with people’s tageous and negative effects on the local successful—tourism contemporary lives. Furthermore, the Arc- communities. Even though the Arctic re- development requires tic has always been highlighted as a barren gion and those areas under consideration wilderness, often in stark contrast to the lo- in this report display a high variety of cul- heightened sensitivity. cal populations’ own understanding of the tures, national political policies, and im- By cultural sensitivity, cultured landscape they live in. With the pacts from tourism, they have in common exception of contemporary Greenland, the that tourism is having an increasing effect we refer to a sensitive Arctic regions in the different countries are on their societies and cultures. Arctic com- approach toward the also national peripheries. Thereby, all peo- munities are usually small, and their ways ple living in these areas are affected by the of living and cultures are highly connected different ways in which different national politics. to nature. cultures become used and Even if they are perceived as periph- Therefore, we suggest that respon- transformed in tourism eries by the southern core areas, growing sible – and successful – tourism devel- global interests in the Arctic have brought opment requires heightened sensitivity. settings. new common challenges and opportuni- By cultural sensitivity, we refer to a sensi- ties to the region. In tourism, this has been tive approach toward the different ways strongly felt in rising tourism numbers, in which cultures become used and trans- which has led to the overcrowding of visi- formed in tourism settings. In addition to tors in fragile environments and in places having a respectful attitude, cultural sensi- that lack suffcient infrastructure, as well tivity requires recognition of historical, po- as the means to regulate the tourism busi- litical, and socio-cultural contexts where ness. The growth in tourism, however, has tourism is being developed.2 also brought new opportunities for entrepreneurs and attracts businesses from outside these local communities.

13 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

14 15 The concept of culturally sensitive tourism in the academic literature

15 The concept of culturally sensitive tourism in the academic literature

General literature review of scribe some communities’ encounters with culturally sensitive tourism tourism12 and the necessity of how tourism must always be seen in the long-term con- In the academic literature, sensitivity and text of the communities with which it inter-

Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN tourism are often associated with environ- acts. Their interests and traditions should mental sensitivity,3 tourists’ sensitivity to Cultural sensitivity has, by Delphi con- always take precedence over any econom- political changes and turmoil,4 and chang- sensus, where 100 ecotourism experts ic gains that can be derived from tourism es in the prices of tourism destinations5 from 39 countries were consulted, been development. Care has been used to de- and as being based on distance.6 The con- defned in the context of ecotourism by scribe similar ideas.13 A call for empha- cept has also been discussed in relation Donohoe15 in the following way: sizing culture’s role in sustainable devel to cultural sensitivity toward tourists,7 in The extent to which those who implement, opment14 builds upon many of the same tourism development work,8 in human re- support, and participate in ecotourism: ideas as in aforementioned publications. sources management,9 and in destination minimize impacts to the natural and 15 management.10 In relation to Indigenous In conclusion, Donohoe’s defni- cultural environments, foster intercultural populations, it has been pointed out that tion of ecotourism captures a more gen- awareness and respect, contribute to cultural awareness, sensitivity, and mutu- eral idea of cultural sensitivity in tourism the protection of built and living cultural al relationships grounded on respect and and beyond. Although Donohoe's concep- heritage, foster the informed participation feasibility are required in tourism develop- tualization of cultural sensitivity somewhat and empowerment of local and Indigenous ment.11 overlooks the demand side of tourism and Peoples, and respect the socio-cultural tourists’ sensitivity toward distances, pric- There are also concepts related to value systems of the host community. es or sense of security, it underlines the im- sensitivity in tourism that might be worth portance of sensitive attitudes among a mentioning. Fragility has been used to de- wide range of tourism actors.

16 17 National reviews of culturally cultural representations, or, rather, exotif- ture studies nor within political science and 18 sensitive tourism cation and cultural identity. In tourism, the sociology. Instead, other concepts are concept has not been used, but similar, re- used to address cultural identity in Green- In all the countries in the ARCTISEN pro- lated concepts have been, such as respect, land, such as ethnic/Indigenous/Inuit and ject area, the concept of cultural sensitivity which is connected to the ways different Greenlandic. Something that sets Green- has been employed in disciplines such as cultures are represented in tourism and ap- land apart from the Indigenous populations social work and education and in relation pears as a central theme in many of the rein the Nordic countries is the idea of balanc- to environmental sustainability. In the liter- viewed studies. ing an Indigenous identity and a national ature, cultural sensitivity has mainly been An interesting observation that adds identity, often referred to as “ethnos”-based 19 a concept denoting the need for ethics, in- to the heterogeneity of the project area is and “demos”-based identities. This also tercultural awareness and respect, and the that in the literature in Norway and Sweden, entails, in the contemporary everyday life in idea of cultural relativism. even if the representation of the Sámi in Greenland, balancing tradition and moder- In Canada, the literature about cultur- the respective countries might be deemed nity and dealing with hybridity. al sensitivity is by far the most extensive. clandestine, the situation in Finland is quite The sparse and, to a certain extent, Terms such as cultural sensitivity/aware- frequently referred to as worse. This is an outdated literature on culture and tourism ness/competence and culturally sensitive/ opinion that is also refected by interview- in Greenland raises two questions that are appropriate are often used interchangea- ees in this project, who refer to the — real still important. First, there is the issue of bly to denote how non-Indigenous people or imaginary — situation in Finland when how the expected growing role and volume and organizations should interact. Despite describing an unwanted development. Fur- of tourism will have an impact on culture the frequency of their use, these terms are thermore, research on the Norwegian na- and identity. This is a question that relates rarely defned, and the literature relies on tional minority, the Kvens, and tourism to control, sustainability, ethics, and au- descriptions of various features of a pos- seems to be non-existent.* thenticity: all of them appearing in the other itive relationship, including, but not limited In Greenland, the term “cultural sensi- national reviews. Second, there is the ques- to, the concepts of trust, respect, tradition, tivity” is used neither explicitly in any of the tion of how to develop a concept of sensitiv- culture, values, understanding, and eth- consulted literature on cultural and litera- ity that consists of both nature and culture. ics.16 According to Hynne,20 nature and culture * One reason for sensitivity not being used in Norway might be Compared with the Canadian litera- the connotations that the word carries in Norwegian. It was point- are, in many ways, inseparable in Green- ture on culturally sensitive tourism, that of ed out by an interviewee that sensitive/sensitivity is not a good land, and they form the “core story” of the Greenland and the Nordic countries is less word. It reminded people of sensitive, itchy skin, and the Sámi, national brand, which also bears resonance like many minorities around the world, are often accused of being 17 in parts of the general debate on tourism as extensive. In the Nordic countries, sensi- touchy (Norw. hårsår) and easily upset. The interviewee preferred tivity has primarily been linked to environ- justifable (Norw. forsvarlig), something that is responsible, with a part of sustainable development. mental sustainability, carrying capacity, consideration and knowledge.

17 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

18 19 Challenges in tourism development

19 Challenges in tourism development

Based on the interviews in the ARCTISEN The Nordic right of public access as, these companies also put pressure on countries, there seem to be three main le- local public services because of the risk be- The Nordic right of public access causes gal, territorial, and cultural minority–major- ing connected to “new” activities such as both legal and territorial challenges in the ity challenges in tourism development. The randonnée skiing in Norway or because of

Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN ARCTISEN area. Individual tourists and ex- frst two are a combination of legal and ter- the amount of visitors like those coming to ternal companies utilize this right that is ritorial challenges that, in varying degrees, see the northern lights. primarily intended for locals. In the Nordic cause problems in different local communi- countries, there seems to be some confu- Although investors cannot own land ties and are linked to the challenges caused sion among the interviewees regarding the in Greenland, they can gain exclusive rights by the Nordic right of public access, which possibilities of regulating this right. Tour- to develop an area for commercial purpos- gives the right to roam, camp, and engage ism might come into confict with tradition- es through concessions. This is becoming in certain activities, like the picking of ber- al land use as the increase in tourism adds an increasingly popular governmental tour- ries and mushrooms, on all uncultivated to the general pressure on land in the forms ism development tool that enables keeping land. The third, the cultural minority–major- of new infrastructure, extractive industries, the land open to the public. ity challenge, is rather complex because of and a general rise in new and old leisure ac- the national and local heterogeneity in the tivities. In particular, this causes problems project area, but there are similar cultural Cultural challenges for the reindeer herders and wildlife in gen- challenges in tourism development in the Cultural minority–majority issues are rather eral. In Norway, fshing tourism is also seen ARCTISEN area. There are legal and joint is- complex in the heterogenous project area. by many as unsustainable because of the sues that are challenging tourism develop- In Greenland, there is no Indigenous minori- lack of control of tourists’ catches. In addi- ment. These need to be taken into account ty, but colonial structures still exist, which is tion, foreign companies do not necessari- when planning culturally sensitive tourism. true also within tourism. Discussions have ly provide any local benefts and often lack revolved around foreign, usually Danish, suffcient cultural knowledge. In some are-

20 21 guides coming to Greenland to work in the whom have become important for offcial ties also include provisions that may have summer, often without suffcient cultural recognition. Additionally, there are also tourism implications, ranging from tour- and local knowledge. The lack of local ca- huge differences in the importance of off- ism-specifc clauses to sections on the rep- pacity, also in countries other than Green- cial recognition compared with what is re- resentation of peoples/culture, exclusive land, is frequently given as an explanation garded important in a local context. land governance, economic inclusivity, and for this practice. However, many feel con- Another colonial legacy is the empha- social development. cerned or offended by the ensuing lack of a sis on the reindeer herding culture as “the Even though all the Nordic countries local voice in tourism guiding. real Sámi,” as found in the colonial ideology have implemented protection for Indige- Historical colonial structures are also and perpetuated in parts of contemporary nous groups in their constitutions, Nor- visible in the discussions on whom can rep- tourism. Because reindeer have become an way is the only one that has ratifed the resent and sell products based on the Sámi important symbol in tourism, it is important ILO Convention 169. In addition, in Norway, cultures in the Nordic countries. Who can to recognize the different national legisla- the Finnmark Act from 2005 handed the gain offcial recognition as Sámi, its impli- tions that regulate reindeer herding in each ownership of land in Finnmark back to the cations, and the need for it vary in the three country. Broadly speaking, in Finland, both population in that county.** Approximately countries, as it does in different local com- Sámi and Finns can have reindeers, while 45,000 km2, or 96% of the area, is owned munities. None of the Nordic countries in Sweden and Norway, reindeer herding is by an independent legal entity, Finnmarks have an offcial registration of the ethnici- an occupation connected to certain Sámi eiendommen, on behalf of the population, ty of their populations.* The only register is families. Nevertheless, in all the countries, regardless of ethnic identity and, as a basis those who have voluntarily enlisted in the there are discussions on who can rightfully for Sámi cultures. electoral roll for the different Sámi parlia- provide Sámi products. From the outside, the Nordic coun- ments. All countries have an objective cri- tries are often seen as a single destination. terion based on language. In Finland and Legal challenges Therefore, some Swedish interviewees Sweden, one of the parents or grandpar- pointed out that the different tax systems ents should have learned Sámi as their frst Canada differs from the other countries in were a challenge and not to their advan- language, while in Norway, this criterion the project area. Because of Canada’s dis- tage. extends to great-grandparents. Because a tinct colonial history and its more than 50 language shift and, thereby, a change in the distinct Indigenous nations, relationships national identity in terms of the national ro- between Indigenous peoples and the state mantic ideology was one of the main tar- are legally negotiated in the form of trea- gets for the nation states, how and when ties and land claim agreements, which in- ** At the moment, Finnmark is in the process of merging with the such a shift occurred, and where and by clude a variety of provisions that are unique neighboring county of Troms as part of a national regional reform. If, and how, this will have an impact on Finnmarkseiendommen is to the communities involved. These trea- * See the respective national reports. not a prominent issue in the general debate.

21 Joint issues in tourism development seem to share a joint challenge, one partly herding industry, who point out that the an- caused by the right of public access. This imals are not an attraction but something In the Nordic context, the Sámi Parliament means that foreign companies and nation- you can learn about. Thereby, an emphasis of Finland raises some topics in their guide- als can utilize uncultivated land for their on an educational perspective grounded in lines*** that are joint issues but that have own purposes in these Nordic countries. the local knowledge of nature and culture different meanings in the three countries. The right of public access causes not only would be ideal in tourism development in For example, the Parliament’s critique of a problem with companies from outside lo- all project countries. sled dog businesses seems to divide opin- cal communities, but also between minori- ions, particularly in Finland, but it is also an ties and majorities. The interviewees men- issue in Norway and Sweden. Despite hav- tioned, for instance, the problems caused ing obvious potential for confict with rein- by individual tourists on reindeer herd- deer herding and being a rather new activity ing land in Sweden and Norwegians’ “wild in all these countries, this seems primarily snowmobiling” in Finland that disturbs lo to be a question of the difference between cal people, animals, and plants. Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN locally founded businesses and companies Cultural knowledge and the need to coming from outside. Many of the incom- secure communication of a more contem- ing companies seem to lack the knowledge, porary image that communities can identi- skills, and perhaps also the will to commu- fy with are also joint issues. However, in the nicate with other stakeholders; that is, they Nordic countries, this issue is linked to an lack the competence and attitude neces- ethnic component that does not seem to sary to reduce potential conficts between be particularly prominent in Greenland. reindeer herding and sled dog businesses. The question of who can rightfully The question of “locals versus out- use Sámi cultures and when it is regarded siders” in tourism businesses is also an as an appropriation of an Indigenous cul- issue in the Greenlandic and Finnish con- ture is, once more, a question that is frm- texts. However, in these cases, it is related ly embedded in the different national poli- to guides from other countries, their lack of tics and legislation in Finland, Norway, and cultural and local knowledge, and the per- Sweden. In these countries, there seems to ceived displacement of locals from jobs. be an issue regarding the need for the dis- Nevertheless, the Nordic countries semination of knowledge of the Sámi cul-

*** Principles of Responsible and Ethically Sustainable Sámi Tour- tures. This is also prominent among entre- ism (2018). preneurs with a foundation in the reindeer

22 23 23 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

24 25 Guidelines and certifcates for culturally sensitive tourism

25 Guidelines and certifcates for culturally sensitive tourism

At the international level, several conven- Canada digenous experiences. The Northwest Ter- tions, declarations, guides, and guidelines ritories have developed local initiatives in In Canada,21 there are two main guides that already exist to protect the interests of In- parallel with those of the ITAC, but some digenous peoples and (should) also have have been developed with implications of these initiatives are now defunct. The Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN an impact on tourism development in the for culturally sensitive tourism across the number of Indigenous-owned tourism busi- ARCTISEN project area. Among these are country. The frst is an internal resources nesses in Canada far exceeds the number the ILO Convention 169, the UN Declara- guide by the Parks Canada Agency: Prom of ITAC members, and although offcials in tion on the Rights of Indigenous Peoples ising Pathways: Strengthening Engage various levels of government have recog- 2007 (UNDRIP), and the Larrakia Declara- ment and Relationships with Aboriginal nized the ITAC’s role as a center of excel- tion (2012), which is arguably the most im- Peoples in Parks Canada Heritage Plac lence for Indigenous tourism, the role of the portant statement of commitment from es (2014). This guide is primarily focused National Guidelines remains unclear. the international tourism industry because on outlining the agency’s position/policy on reconciliation and relationships with In- it intends to take on an active role in giv- Finland ing practical effect to the UNDRIP and the digenous stakeholders on lands and wa- rights of Indigenous peoples through tour- ter under its administration and providing In Finland,22 national guidelines for a sus- ism. There are also national guidelines and frontline staff with a tangible checklist for tainable tourism industry include Metsähal- certifcates, which are presented next. (See activities to fulfll the policy requirements. litus’ and UNESCO's Finnish World Heritage Table 1.) The second is the Indigenous Tourism As- Sites’ common (2016) Principles of Sus sociation of Canada’s (ITAC’s) Nation tainable Tourism and Visit Finland’s Tips al Guidelines (2018), which is a publicly for Sustainability Communication and available business guide intended to help Tools for Sustainability and Communica Indigenous tourism operators in the de- tion, both published in 2018, and Principles velopment and marketing of authentic In- for Sustainable Tourism, updated in 2019.

26 27 Table 1. Guidelines and certificates for culturally sensitive tourism.

International The International Labour Organisation (ILO) Convention 169 The UN Declaration on the Rights of Indigenous Peoples (UNDRIP), 2007 The Larrakia Declaration, 2012 The UN Global Compact Business Reference Guide: UN Declaration on the Rights of Indigenous Peoples, 2013 The WINTA & PATA Report on Indigenous Human Rights in Asia & the Pacifc Region: Review, Analysis & Checklists, 2015 Transforming our World: The 2030 Agenda For Sustainable Development, 2015 Akwé: Kon Guidelines Indigenous People & the Travel Industry – Global Good Practice Guidelines, 2017 UNWTO Framework Convention on Tourism Ethics, 2017 European Parliament Resolution on Violation of the Rights of Indigenous Peoples in the World, including Land Grabbing, 2018 Sámi Duodji label (Nordic context) Canada Promising Pathways: Strengthening engagement and relationships with Aboriginal peoples in Parks Canada heritage places, 2014 Indigenous Tourism Association of Canada (ITAC) National Guidelines, 2018 Finland Principles of sustainable tourism, Metsähallitus 2016 Tips for sustainability communication, Visit Finland, 2018 Tools for Sustainability and Communication, Visit Finland, 2018 National principles for sustainable tourism, Visit Finland, 2019 Picture Guidelines, Sámi Parliament of Finland, 2016 Principles of Responsible and Ethically Sustainable Sámi Tourism, Sámi Parliament of Finland, 2018 Greenland Sisimiut Community Guidelines 6 Dos and Don’ts of dog sledding , Visit Greenland ‘How to kaffemik’ , Visit Greenland Norway 10 principles of sustainable tourism, Visit Norway Sweden Nature’s Best quality label, Swedish Ecotourism Society, 2002 Sápmi Experience, Swedish Reindeer Herders’ Union, 2011 The quality label Västerbotten Experience

27 As of the writing this report, several initia- Operators is currently working to develop element, is also emphasized in public poli- tives are being developed. This indicates site-specifc guidelines. A local guide to Si- cy documents. The Norwegian Sámi Parlia- that the industry and DMOs in Finland see simiut has already been developed in col- ment has general guidelines related to land a demand for guidelines that, in varying laboration with Arctic Circle Business, and and the environment, with overall goals and ways, include what can be labeled as cul- a second one for Nuuk is in the making. As aims to ensure that the natural resources tural sensitivity. More specifcally, the pos- the tourism sector is continually witness- based in Sámi areas are managed with a vi- sibility of developing a certifcate/label for ing a steady growth in Greenland, the larg- sion to safeguard future generations, with the culturally sensitive use of Sámi cultures est tourism actors, such as Visit Greenland, a basis for existence and the opportunity in tourism is viewed positively. In 2016, the are taking on a more explicit role in shift- to develop the Sámi cultures.25 The Duod Sámi Parliament in Finland frst created ing tourism in a sustainable direction. Visit ji label, as a pan-Nordic label, is being used Picture Guidelines, and two years later, it Greenland has initiated a ‘How to kaffemik’ for handicrafts. Additionally, the Norwe published a more overreaching document guideline for visitors to understand the gian Sámi Parliament is currently consid called Principles of Responsible and Eth popular activity, which entails coming into ering the implementation of the Principles ically Sustainable Sámi Tourism (2018). people’s homes during special occasions, of Responsible and Ethically Sustainable Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN One relevant example of a quality certif- and a guide for dog sled mushers on how Sámi Tourism, developed by the Sámi Par- cate in Lapland is the Scandinavian Duod to handle and inform guests during trips on liament in Finland. In nature-based tour- ji label, which is used to guarantee the au- the ice. Besides these scattered initiatives, ism, the Akwé: Kon Guidelines have gained thenticity of Sámi handicrafts. Moreover, no labels or guidelines exist in Greenlan- some attention but have not been imple- Visit Finland has launched a new quality dic tourism. This might indicate that guide- mented extensively. The national DMO, Vis- certifcate for sustainable tourism compa- lines most often are instigated because of it Norway, has visions for sustainable tour- nies, and there are also plans to create eth- a problem and that, because of its still rel- ism in 2030 and 2050. In 2030, Norway ical guidelines for tourists. atively small size, tourism is so far not per- should have achieved a position as one of ceived as a much contested feld outside the world’s most sought after tourism des- Greenland of cruise tourism, where we are also seeing tinations for sustainable nature and cul- the frst guidelines being made. ture-based experiences. The Sustainable There is no overarching certifcation in Destination label is a tool for the sustain- 23 Greenland for tourism operators, local Norway able development of businesses and desti- guiding, experiences, or souvenirs. Plans nations when it comes to the environment, to undertake certifcation for Greenlandic As in Finland, the Norwegian24 guidelines the local community, cultural heritage, and stone products, among others gems and are primarily on sustainable tourism, even the economy.26 soapstone, are in the government’s pipeline. if they frequently include culture as an ele- The Association of Arctic Expedition Cruise ment. Sustainability, of which culture is an

28 29 Sweden grams for culturally sensitive tourism are This connection between Arctic nature and absent, there has been the tradition of qual- culture was also mentioned by the inter- 27 In Sweden, national policy documents ity labels comprising cultural dimensions. viewees in the other countries, and it res- have been presented that mention cultur- Sámi stakeholders have initiated one of the onated with a line in the academic litera- al tourism and Sámi dimensions, while the quality schemes, and Sámi tourism compa- ture.29 implementation of the suggestions has nies have participated in all of them. How- In Greenland,30 those who want guide- been scarce. In 2002, the Swedish Ecotour- ever, currently, there is no explicit or coher- lines seem to be institutions and larger ism Society introduced the Nature’s Best ent Sámi tourism strategy. DMOs. This is mainly based on knowledge quality label. The basic principles of Na- of the situation elsewhere and a wish to ture’s Best formed the foundation of the be at the forefront of the expected devel- Sápmi Experience label, too. The label was Interviewees’ opinions of the opment. A few of the small companies in- launched in 2011 in the context of the pro- guidelines terviewed raised this opinion. One argued ject, Visit Sápmi, hosted by Sámiid Riikka- In both Finland and Norway, the tourism that guidelines would be “very un-Greenlan- searvi — the Swedish Reindeer Herders’ Un- companies interviewed were either not dic.” The interviewee explained, “Tradition ion (SSR). It is aimed at strengthening and aware of the guidelines or did not see them ally, you are allowed to do what you want to stimulating Sámi tourism as a complemen- as relevant to their individual businesses. do. Nobody comes after you. It is good and tary industry and offering an in-place al- Interestingly, in both countries, the young- bad. It is for sure very laid back…. In gener ternative to reindeer herding. The program er generation seemed to be more positive al, I think guidelines telling people on how was highly appreciated by the companies about the guidelines than the older gener- to behave, that is not the way things nor involved and had high credibility. However, ation. In Finland, some of the interviewees mally work here.” This might indicate that some years later, the label faded away be- pointed out that instead of seeing the eth- many of the entrepreneurs and start-ups cause of a lack of long-term funding. An- ical guidelines of the Sámi Parliament as are frmly embedded in the local commu- other Nature’s Best spin-off has recently rules or obligations — or as a way to for- nity, and like many small local companies been launched by Visit Västerbotten in Lap- bid certain products — they should be seen in Norway and Sweden, they relate to local land, the public regional tourism organiza- as an ideal that the Sámi Parliament wish- norms. As a Norwegian interviewee said, tion.28 The quality label, Västerbotten Expe es everybody to follow. In Sweden, none of he normally asked his grandmother wheth- rience, is the consequence of an ambitious the companies raised the issue of guide- er certain things were acceptable or not. At program to align the regional tourism in- lines and rather emphasized the need for the same time, these attitudes seem to re- dustry with the Global Sustainable Tourism dialogue and communication and, one can late to a certain number of tourists, and the Council’s (GSTC) objectives for sustaina- argue, public leadership. Some mentioned need for guidelines probably grows accord- bility within the tourism industry. Hence, the need for the certifcation of guides in ingly with tourist numbers. although clear policies and labeling pro- nature reserves and of the Sámi cultures.

29 In general, there seems to be a foat- ing line between a wish for guidelines, the need to disseminate knowledge on the Arc- tic cultures in the tourist industry, and the importance of a local foundation of businesses for securing sensitive, feasible practices. Once more, the opinions raised in the interviews refect the heterogeneity in the ARCTISEN project area. The conficts and needs for guidelines must primarily be understood in the local context because of national differences, the local heterogeneity, and the often highly different impact of tourism on the local communities. As an in- Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN terviewee from Sweden said, it is diffcult to fnd certifcation that fts all. Nevertheless, most interviewees expressed the need for ethical refection and sensitivity in their work.

30 31 31 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

32 33 Tourists’ perspectives of culturally sensitive tourism

33 Tourists’ perspectives of culturally sensitive tourism

In addition to the interviews with a wide One of the interviewees summarized tance of offering culturally sensitive prod- range of tourism stakeholders, the base- the mainstream demand for tourism products and services in various price catego- line study included an online study of 30 ucts in the Finnish Arctic in the following ries. travelers. The purpose of the study was to way: the “holy trinity of tourism here in- With Santa as a Finnish exception, the Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN explore respondents’ interest toward, and cludes Santa, snowmobiles, and sled dogs.” demands in the other countries are nature awareness of, culturally sensitive tourism The list of “the holy trinity” should probably related. This not only refers to sightseeing, products. Nearly all the respondents (90%) be updated with the luxury glass “igloos” but also to other nature-based activities, had visited the Arctic region, and more than that have emerged onto the Nordic tour- like dog sledging, sailing, fshing, northern half (62%) had taken part in tourism servic- ism scene in recent years. Anyhow, the in- light hunting, randonnée skiing, and other es based on Indigenous/local culture, and terviewees noticed an increasing demand activities set in the Arctic landscapes. The despite a lot of variety in their motivations for cultural products and services that en- close relationship between nature and cul- for visiting the area, most of them were sat- able tourists to get a glimpse of local life- tures is something that could be developed isfed with the experiences they had par- styles. It seems important for many tour- into more culture-based products through taken in. When asked to mention what kind ists to receive correct information, to have storytelling and utilizing contemporary lo- of Indigenous/local experiences they were personal experiences with locals, and to cal life, in addition to developing the exist- primarily interested in, food, culture, and experience authentic things, for instance, ing demand for authentic local products, learning about everyday life were speci- through “home visits” or “renting-a-local.” using both traditional products and creat- fed. Even if this survey cannot defnitively An increased interest is also developing ing new designs from traditional patterns. be the basis for any conclusions, it adds to toward Sámi handicrafts and other kinds Several of the Swedish interviewees em- what was revealed by the interviews about of locally produced souvenirs. Moreover, phasized an interest in developing locally the demand for culturally sensitive tourism many entrepreneurs underline the impor- based, authentic products. In particular, the products and services.

34 35 educational aspect of tourism, to tell tourists about nature and the culture from a local perspective, is something that, accord- The educational aspect ing to the interviewees, should be further developed. Developing such products re- of tourism, to tell tourists quires not only heightened knowledge of lo- about nature and the cal cultures, but also skills on how to share the products with tourists. culture from a local A general challenge for tourism in the perspective, is something ARCTISEN project area is the fxed, stere- that, according to the otypical image of the Indigenous populations, one still communicated through interviewees, should be many types of adverts and existing in the further developed. minds of tourists, that does not bear much resemblance to the contemporary life un- folding in communities. Here, the explicit strategy of Visit Greenland, as mentioned by many interviewees in Greenland, offers an example of how to brand Indigenous everyday life in the Arctic in a highly contemporary and modern fashion. This strategy is something that the other countries in the ARCTISEN project area can learn and draw inspiration from.

35 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

36 37 Capacity development in the project area

37 Capacity development in the project area

When considering the need for capaci- structure, is viewed as a threat to sustaina- tries brought up tourists' growing interest ty development, it is diffcult to generalize ble and locally anchored tourism. There is in the contemporary everyday lives of the this for the ARCTISEN project area. Tour- a need to develop local partnerships and Indigenous peoples and the need to devel- ism is distributed rather unevenly, and sev- cooperation, not only among tourist busi- op new products that provide for this. Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN eral destinations experience what can be nesses, but also with other local actors. labeled a seasonal “overtourism.” In oth- The need for infrastructure and ac- New services: “How we really live” er places, the lack of tourists is the main cessibility was highlighted in Sweden, challenge for start-ups and SMEs, and out- while this need in the other countries is Nature is still the main attraction in the ARC- side the main hubs, there is a need for de- highly dependent on being located on the TISEN project area, but many stakeholders veloping better infrastructure. Despite the periphery of the major destinations. Also, see that additional products based on cul- Nordic part of the Arctic probably being the Sweden differs in the sense that there is a ture or accentuating the close relationship most accessible and having the best infra- concern regarding the demographics with- between local culture and nature could be structure in the Arctic, accessibility is still in the tourism industry. There is a need for developed. In all the countries, stakehold- an issue for businesses located outside the younger people to engage. ers have emphasized that local everyday main destinations. Another joint issue is the need for life could be a part of tourism products by As stated in the national report of better knowledge of local culture and his- involving tourists through storytelling or ed- Greenland, although there is a general inter- tory and to develop products that can meet ucational products. This applies to seem- est in building critical mass, both in terms the tourists’ interests in culture and histo- ingly more “exotic” activities like hunting of visitor numbers, offers and experiences, ry. This issue is connected to the impact of and reindeer herding, but also to more mun- and tourism staff, the perceived large-scale foreign companies and guides that might dane forms of modern, contemporary life. and top-down focus on tourism develop- have little or no knowledge of local culture In this way, it could be possible to coun- ment, which is mainly focused around infra- and nature. Interviewees in all the coun- ter the rather misleading image of the local culture held by many tourists, as well

38 39 as introduce a transformative element into is still an issue of authenticity because less not been communicated in schools or in products, as one interviewee said, by pre- expensive objects are often produced in the public.** Therefore, there are expressed senting “how we really live.” other places or by industrial means. Prod- needs for learning more about Sámi cul- Local everyday tourism products were ucts based on traditional designs are some- tures and history. also pointed out as something that could thing that could be developed. Hence, once be developed, similar to activities such as more, there is an issue with by whom. feeding the sled dogs or joining a kaffemik* In the three Nordic countries, there in Greenland and washing carpets in Fin- is, in various degrees, a need for a clarif- “We just need a little land. As pointed out by a Finnish interview- cation of how and by whom Sámi cultures inspiration of how to turn ee: “We just need a little inspiration of how can be made into tourism products. This to turn them [simple mundane activities] debate has been the most prominent in them [simple mundane into products and services.” The reported Finland, despite also being present in Nor- activities] into products and demand for services that refect contempo- way and Sweden. In Sweden, Sámi tourism rary local life indicates that there is a need is not contested in the same ways as it is services.” for innovation in marketing and develop- in Finland—Sámi tourism is offered by Sámi ing products based on local life and nature, companies only—and there are only a few as well as in strengthening local tradition- examples of actual conficts. In Norway, al handicrafts and developing product de- the debate seems to be more blurred be- signs that can cater to different customer cause the distinction of Sámi/non-Sámi is segments. not clear. Guidelines that can educate tourists Local cultures as tourism products are required. Also, in the tourism business, there is a need to develop the knowledge of Traditional handicrafts are something that Sámi cultures. Many stakeholders use their could be turned into tourism products and own experiences that can be frmly traced services. Some outlets sell more expensive to parts of Sámi society, while a more gen- ** In Norway, Finland, and Sweden, the population has experi- things to both locals and tourists, and in eral knowledge of Sámi cultures and his- the Nordic context, there are certifcations enced long-lasting policies aimed at assimilating the population tory might be absent. For others, colonial- into the dominant national culture. As in Norway, where the people like the Duodji label for Sámi handicrafts. izing processes have resulted in the local along the coastline were labeled “The people without a past,” the In Greenland, such certifcations are under Sámi cultures and history becoming less local history and languages of a Sámi and/or Kven past were not development for some items. Hence, there communicated to new generations. The consequence is that this known and often invisible to outsiders, and past is often invisible to outsiders and little known, even by many * https://visitgreenland.com/articles/kaffemik-in-greenland/ the general Sámi cultures and history have locals. See more in the national reports.

39 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

40 41 Best practices of culturally sensitive Arctic tourism

41 Best practices of culturally sensitive Arctic tourism

In Greenland, there is a comparatively low cultural sensitivity. More concretely, the in- In Norway, several interviewees men- level of confict and although drum dancing terviewees pointed toward engaging tour- tioned Duodji, design, and modern food and the use of tupilaks* as part of tourism ists in making handicrafts, home visits, or inspired by traditions. Local cooperation products were pointed out by some as con- other activities in a local context. In these, is important, and many pointed out prod- Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN troversial, no recurrent examples were giv- there seems to be an educational element ucts based on introducing tourists to local en of improper products in the interviews. also present within what the Swedish inter- everyday life, such as the reindeer indus- This is probably because of the current, rel- viewees emphasize as good products. try and the community in general, as good atively low number of tourists. Once more, Many of the Swedish interviewees products. The latter implies that local het- the concerns about culturally insensitivity pointed out products and services giving erogeneity is exposed and that guides are seem to occur along the expansive growth the tourists an understanding of every- related to local ethics and the present local in tourism. day life by educating them through per- values. Even if not explicitly stated, many of Finland, then, becomes a contrast be- sonal meetings, for instance, encounters these examples relate to educational tour- cause of the high impact of tourism in Lap- with reindeer herders and local artisans. ism, where local culture becomes key to re- land. Examples of best practices are Finn- Good relations between guides and rein- fection and new knowledge. ish companies that direct customers to deer herders or other parts of the com- Sámi entrepreneurs or cooperate with them munity are also key to a sensitive product. when customers want products based on The same applies, as in Finland, to sharing Sámi cultures. Cooperation is at the core of knowledge. In addition, the issues of respect and authenticity were mentioned in * In Greenlandic, the word “tupilak” means an ancestor’s soul or spirit, and previously, reference was made to mysterious, sinis- quite a few discussions. ter spirits when using this expression. (See https://visitgreenland. com/about-greenland/greenlandic-tupilak/)

42 43 Best practices of culturally sensitive tourism in the Arctic: • Sámi companies that present their own cultures • Cooperation with Sámi and other local entrepreneurs • Personal meetings and home visits offering a platform for understanding everyday life and an educational element • Sharing knowledge of the local culture(s) • Local handicrafts, such as Duodji • Understanding and respecting local ethics and values

43 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

44 45 Conclusions

45 Conclusions

As stated from the outset, the ARCTISEN be regarded as Sámi. In addition, Canada a heated debate on how and by whom Sámi project area covers fve countries, and data differs regarding both its colonial history cultures can be used in tourism, and it has gathering through interviews has been con- and this history’s impact on contemporary also triggered the debate elsewhere, while ducted in four countries. In addition to the society, and the total population and diver- in Sweden, there are few examples of actu- Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN national differences, the area covers huge sity of its Indigenous nations. al conficts. Despite being present in most cultural variations, different colonial his- In Finland, the main challenge for the places where the interviews were conduct- tories, and a large variety in the impact of Sámi minority and the Finnish majority in ed, the question of sensitivity seems to be tourism on local communities. We are also the tourism business is the misuse of Sámi moderated by the numbers of tourists. In dealing with an area where the Indigenous cultural markers in advertising and other particular, this seems to be the case for populations are a majority in Greenland tourism business activities. The discussion local entrepreneurs, who are often able to while in the Nordic countries, the situation around this topic has continued for dec- navigate in the local communities’ ethnic is quite different. In addition to the differ- ades. This challenge is also connected to landscapes when the impact of tourism is ences in the number of indigenous in the the increased amount of tourism that can, moderate. total population, there are also fundamen- in some places, be described as “overtour- The issue of the numbers of tourists tal differences in legislation that frames the ism.” In contrast, in Greenland, the lack of also relates to a second issue: foreign com- important industries.31 In particular, these cultural controversies or clearly identifed panies and guides that seasonally, or per- differences are important in the different problems in how tourism products are de- manently, use these areas for their own legislation for reindeer herding as an im- veloped and marketed in a culturally sensi- purposes. Once more, connected to certain portant symbol for Sámi cultures. Norway tive way seems to be connected to the still places, and, in some cases, to certain ac- is the only country that has ratifed the ILO moderate numbers of tourists. In Tromsø, tivities, these companies might mean that 169 convention, and the Norwegian legisla- Norway, which in recent years has become local communities do not beneft from in- tion is more inclusive concerning who can a hotspot for Arctic tourism, there has been come and work. Additionally, there might

46 47 also be a misrepresentation of local and tural markers in their marketing, and on a areas is frmly connected to particular rela- Indigenous cultures because of a lack of more general level, the local tourism actors tionships with nature. In sum, it seems im- knowledge, resulting in harm being done interviewed in the three countries see sus- portant to enhance cultural and historical to local livelihoods and to the Indigenous tainable, responsible, and culturally sensi- knowledge and to share inspiration among communities as a whole. Moreover, com- tive tourism as more and more important. both locals and guests. panies should engage in respectful nego- Once more, the beneft of subcontracting tiations with local communities to ensure must be understood regarding the num- that the control of tourism development bers of tourists and the particular types of and representation remain in local hands. tourism in certain places. However, while There seems to be a growing aware- becoming only a subcontractor might pro- ness and increased willingness by both vide a secure income, the services need DMOs and companies in the area to address to be ftted to a certain categor y and time sensitivity in the issues of representation in frame so that there is a lack of control over There exists an interest in the services offered to tourists. marketing and in the question of who can developing products based sell certain products. In Greenland, the na Even though there are huge discrep- tional marketing foundation is presented as ancies in the ARCTISEN project area, there on local culture that can moving in a positive direction in developing seem to be some similarities. First, many educate visitors and show the image of Greenland and Greenlanders, people share a desire to present a more and there are several projects searching for contemporary, updated image of the area. how the heterogeneous similar possibilities in the Nordic countries. This entails a need for better local control of everyday life in these areas The same phenomenon can be observed how the local cultures are represented and among businesses that experience that sold, as well as knowledge and skills for de- is frmly connected to they have to update their practices. veloping tourism products out of what are particular relationships with As is the case in Finland, and par- locally regarded as rather mundane activi- tially in Norway, there are more and more ties. By whom and how this control should nature. tourism companies who subcontract Sámi be obtained seems to be the main question entrepreneurs to offer services based on that divides the Nordic countries. Second, Sámi cultures instead of trying to provide even though nature is still the main attrac- those services themselves. tion in Arctic tourism, there is an interest in In Finland, the non-Sámi tourism com- developing products based on local culture panies have lessened the use of Sámi cul- that can educate visitors and show how the heterogeneous everyday life in these

47 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

48 49 Notes and references

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52 53 53 Culturally sensitive tourism in the Arctic tourism sensitive Culturally ARCTISEN

54 55 Looking at Arctic tourism through the lens of cultural sensitivity. ARCTISEN – a transnational baseline report

This transnational report approaches current tourism development in the Arctic through the lens of cultural sensitivity. What does cultural sensitivity mean? In which ways can Indigenous peoples and other local communities utilize their cultural heritage and contemporary life in creating successful tourism products and services? Based on a tourist survey and interviews among tourism actors, the report offers an overview and cross-national comparison across the project areas of Canada, Finland, Greenland, Norway, and Sweden.