Preserving cultural identity in tourism.

The reindeer swarmed around Raisa Kitti as soon as she stepped onto the grass, nudging their large, soft noses into the food-filled sleigh she was pulling. They followed her as she scattered fresh green moss in a spiral. "This is their chocolate," Kitti said.

Kitti and her husband run Reinina Reindeer Farm near Inari, Northern Finland, where the family has been herding reindeer for over 400 years. This is the homeland of the Sámi people, Europe's only indigenous ethnic group. For centuries, they have raised reindeer and processed their meat; their antlers, bones, and hides are used to make clothing and tools.

Reindeer also attract tourists . Kitti takes groups of visitors to her farm to tour and learn about Sámi culture. In addition, she runs cooking classes and workshops, teaching visitors how to craft jewelry and souvenirs from reindeer hides.

The village of Inari, with a population of 650, has only a few supermarkets and a few dozen houses along the shores of a large lake. However, it is considered the cultural capital of the Sámi community in Finland, home to the Sámi Community headquarters and the country's most comprehensive indigenous museum. The Siida Sámi Museum, restructured in 2022 and awarded European Museum of the Year 2024, is a must-see for anyone interested in Sámi culture.

Through stunning photographs, household items, clothing, and interactive displays, the museum takes visitors on a journey through thousands of years of Sami history and art. The museum introduces visitors to the lifestyle and culture of the people today, from reindeer herding to music and art.

Sami Cultural Museum - European Museum of the Year 2024. Photo: Euronews

Family businesses like Reinina Reindeer Farm are part of a new wave of positive experiences in Finland. For decades, tour companies – with non-Sámi staff – often marketed tours with a distorted picture of the lives of the local people.

Snow huts and husky sleds dominate the brochures, but they are not a tradition of Sami culture but were imported from North America. This tourism not only fails to provide financial benefits to the indigenous community but also harms them as tourists encroach on grazing areas and spread misconceptions.

Kirsi Suomi, project coordinator at the Sámi Community, who plays a key role in several sustainable tourism initiatives, said the Sámi people have been fighting against cultural exploitation for decades. In 2008, activists protested against people dressing up as Sámi to entertain tourists.

In fact, out of hundreds of tourism businesses, fewer than half a dozen are run by Sami people. Suomi undertook a project in 2018 to identify ethical principles for Sami tourism. These rules help tourists understand how to interact with Sami culture respectfully. She is now also developing a certification program to help tourists identify ethically run Sami-led businesses.

The program, sponsored by NextGenerationEU, will be announced at the European Indigenous Tourism Conference, organized by the Inari Sami Parliament in May. This certification will help travelers make informed choices and help businesses like Reinina Reindeer Farm, which operates on a small scale, sustainably, and shares practical insights into the Sami way of life, gain wider recognition.

VIET LE

Source: https://www.sggp.org.vn/giu-gin-ban-sac-trong-du-lich-post789390.html