Hanna Lejon from Nutti Sámi Siida highlighted Sámi tourism on the international stage in London

How can Indigenous tourism contribute to genuine cultural exchange—without becoming exploitative? That was one of the questions discussed when hospitality sector stakeholders from around the world gathered at the Adventure Travel Networking Conference in London. On stage was, among others, Hanna Lejon from the Sámi tourism company Nutti Sámi Siida in Jukkasjärvi.

Each year, the conference brings together international players in adventure and experiential tourism. This year’s edition included both a digital meeting forum for tour operators and an in-person conference in London with panel discussions, talks, and networking.

“I took part in the digital event and met tour operators from the UK market. But the highlight was without a doubt that we were able to send Hanna Lejon from Nutti Sámi Siida to the in-person event in London, where she represented both the region and Sápmi in the panel discussion “Indigenous Tourism – Genuine cultural exchange or exploitative?”,” says David Lind, Travel Trade Manager at Arctic Sweden Visitors Board.

The panel also included Paula Amos from Indigenous Tourism British Columbia, and the conversation was moderated by Holly Tuppen. The discussion focused on how Indigenous tourism can be developed responsibly, with local communities themselves having influence over how their culture and stories are shared.

During the conversation, Hanna Lejon spoke about the background to Nutti Sámi Siida and how the business has evolved.

“I shared the story of how it all began. Challenging winter conditions for reindeer herding meant the reindeer started being fed in enclosures. To finance that work, Nils Nutti began welcoming visitors and sharing knowledge about Sámi culture and reindeer herding. Over the years, it became an initiative that has developed into the company we are today,” says Hanna Lejon.

She also highlights the importance of tourism in spreading knowledge about Sámi culture.

“Thanks to our guests, we can continue to share knowledge and increase understanding of Sámi culture and Sápmi, both nationally and internationally. I’m very grateful for the opportunity to represent both the business and the region in a context like this.”

I was delighted to be able to arrange for Hanna Lejon to join as a speaker on the Indigenous Tourism Panel at the Adventure Travel Networking Conference. Hanna was an inspiring ambassador for Arctic Sweden and Sámi culture. Her contribution on the panel created some great conversations in the networking breaks about the Sami and Swedish Lapland. Well done Hanna.” says Georgina Hancock, Founder of Wanderwise Consulting and UK representative for the Arctic Sweden Visitors Board. 

Adventure Travel Networking Conference is an international meeting place for stakeholders in adventure and experiential tourism. This year’s conference brought together more than 160 participants and around twenty speakers from all over the world.

“It’s especially great that we had the opportunity to send a representative from Nutti Sámi Siida, which for decades has worked to highlight genuine experiences that preserve and promote the Sámi way of life. The company is well known in the UK, and we hope Hanna’s participation in the panel creates a ripple effect so that more people discover the genuine Sámi tourism businesses found across our county,” says David Lind.

Nutti Sámi Siida is a Sámi tourism company offering cultural and nature experiences rooted in Sámi traditions, as well as unique accommodation close to reindeer. The company is based in Jukkasjärvi and has been operating since 1999. The term “Siida” refers to a traditional Sámi winter group, reflecting the company’s roots in Sámi traditions. In 2025, Nutti Sámi Siida was named one of this year’s Gazelle Companies by Dagens Industri. DI Gasell is an award that has been presented annually since 2000 to Sweden’s fastest-growing companies.