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Stereotypes have fueled a tourism boom in Europe’s icy North. Can things change? Karen Gardiner © Photograph by Parkerphotography, Alamy Stock Photo Tourists take a reindeer sleigh ride through Levi in Finnish Lapland, the ancestral home to the country’s nearly 10,000 Indigenous Sámi people. Winter visitors arriving in Arctic Europe are presented with a bucket list of activities, from chasing the northern lights to cross-country skiing and, increasingly, racing through the snow on a sled pulled by a team of huskies. In recent years, dog sledding has become a symbol of Europe’s far north known as Sápmi to the nearly 100,000 Indigenous Sámi who live there. In fact, a 2018 report by Animal Tourism Finland found 4,000 huskies working in Finnish Lapland alone. The problem? “Dog sledding was borrowed from other cultures and transplanted to Lapland’s tourism scene in the 1980s,” says Tuomas Aslak Juuso, president of Finland’s Sámi Parliament, the re

United kingdomJonathan nackstrandTuomas aslak juusoArctic europeEkaren gardinerAnja christensenLennart pittjaLiisa kokkarinenTourism information centerFinland sustainable developmentStrategic developmentFinland university of laplandFinnish laplandAlamy stockAnimal tourism finlandIndigenous finno ugric