{"id":22940,"date":"2026-11-10T17:10:47","date_gmt":"2026-11-10T17:10:47","guid":{"rendered":"https:\/\/hungrytravelfamily.com\/blog\/uncategorized\/sami-culture-finnish-lapland-visitors-respectful-travel\/"},"modified":"2026-11-10T17:13:13","modified_gmt":"2026-11-10T17:13:13","slug":"sami-culture-finnish-lapland-visitors-respectful-travel","status":"publish","type":"post","link":"https:\/\/hungrytravelfamily.com\/blog\/lapland\/sami-culture-finnish-lapland-visitors-respectful-travel\/","title":{"rendered":"S\u00e1mi culture in Finnish Lapland: what visitors and journalists should know before they go"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22940\" class=\"elementor elementor-22940 elementor-bc-flex-widget\">\n\t\t\t\t<div class=\"elementor-element elementor-element-52699f0 e-flex e-con-boxed e-con e-parent\" data-id=\"52699f0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div 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.2s;}\n.htf-card:hover{transform:translateY(-4px);box-shadow:0 12px 30px rgba(0,0,0,.06);}\n.htf-card-img{aspect-ratio:16\/10;background:linear-gradient(135deg,var(--htfgd),var(--htfg));display:flex;align-items:center;justify-content:center;color:rgba(255,255,255,.5);font-size:12px;letter-spacing:2px;text-transform:uppercase;}\n.htf-card-img.nor{background:linear-gradient(135deg,#3a5a4e,#1e3a32);}\n.htf-card-img.nor2{background:linear-gradient(135deg,#1e3a5e,#0d2240);}\n.htf-card-body{padding:24px;}\n.htf-card-tag{font-size:11px;font-weight:700;color:var(--htfau);letter-spacing:1.5px;text-transform:uppercase;margin-bottom:10px;}\n.htf-card h4{font-family:'Playfair Display',serif;font-size:19px;font-weight:400;color:var(--htfbk);line-height:1.3;margin-bottom:8px;}\n.htf-card p{font-size:14px;color:var(--htfg6);line-height:1.6;font-weight:300;}\n\n\/* Responsive *\/\n@media(max-width:960px){\n  .htf-wrap{grid-template-columns:1fr;gap:40px;}\n  .htf-sidebar{order:2;}\n  .htf-sidebar-sticky{position:static;}\n  .htf-hero h1{font-size:38px;}\n  .htf-related-grid{grid-template-columns:1fr;}\n  .htf-bio{grid-template-columns:1fr;text-align:center;}\n  .htf-bio-avatar{margin:0 auto;}\n}\n@media(max-width:600px){\n  .htf-nl form{flex-direction:column;}\n  .htf-pull{font-size:20px;padding:30px 10px;}\n}\n<\/style><\/p>\n<!-- HERO --><header class=\"htf-hero\">\n<div class=\"htf-hero-inner\">\n<div class=\"htf-breadcrumb\"><a href=\"https:\/\/hungrytravelfamily.com\/blog\/\">Home<\/a> \u00a0\/\u00a0 <a href=\"https:\/\/hungrytravelfamily.com\/blog\/category\/press-media\/\">Press &amp; Media<\/a><\/div>\n<span class=\"htf-category\">Press \u00b7 S\u00e1mi culture<\/span>\n<h1>S\u00e1mi culture in Finnish Lapland: <em>what visitors and journalists should know before they go<\/em><\/h1>\n<p class=\"htf-hero-deck\">About 10,000 S\u00e1mi live in Finland, three languages are endangered, and Rovaniemi is not in the homeland: facts from the S\u00e1mi Parliament and Siida, and how to visit respectfully.<\/p>\n<div class=\"htf-hero-meta\">\n<div class=\"htf-meta-author\">\n<div class=\"htf-avatar\">J&amp;A<\/div>\n<div><strong>Joona &amp; Alla<\/strong>Rovaniemi, Finland<\/div>\n<\/div>\n<span class=\"htf-dot\">\u00b7<\/span> November 10, 2026 <span class=\"htf-dot\">\u00b7<\/span> 11 min read <span class=\"htf-dot\">\u00b7<\/span> Updated for winter 2026\u20132027<\/div>\n<div class=\"htf-hero-img\"><img decoding=\"async\" src=\"https:\/\/hungrytravelfamily.com\/blog\/wp-content\/uploads\/2026\/07\/DSC6499-HungryTravelFamily-scaled.jpg\" alt=\"S\u00e1mi culture in Finnish Lapland \u2014 Hungrytravelfamily\" loading=\"eager\" \/><\/div>\n<\/div>\n<\/header>\n<!-- ARTICLE + SIDEBAR -->\n<div class=\"htf-wrap\"><!-- BODY -->\n<article class=\"htf-body\">\n<style>\n.htf-press{margin:32px 0;padding:26px 28px;border-radius:10px;background:#0d2018;color:#e9efe6;font-family:Inter,sans-serif;}\n.htf-press 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28px;border-radius:10px;background:#f7f3ea;border:1px solid #eee6d8;font-family:Inter,sans-serif;}\n.htf-quotes .htf-press-eyebrow{font-size:12px;font-weight:700;letter-spacing:3px;text-transform:uppercase;color:#C8A45A;margin:0 0 12px;}\n.htf-quotes blockquote{margin:0 0 16px;padding:0 0 0 16px;border-left:3px solid #2D5A3D;font-family:'Playfair Display',Georgia,serif;font-size:19px;line-height:1.45;color:#2D5A3D;}\n.htf-quotes .htf-quote-by{font-family:Inter,sans-serif;font-size:13px;color:#5b6b62;margin:-8px 0 16px 19px;}\n.htf-sources{margin:32px 0;font-family:Inter,sans-serif;font-size:14px;color:#5b6b62;}\n.htf-sources h3{font-family:Inter,sans-serif;font-size:13px;letter-spacing:2px;text-transform:uppercase;color:#2D5A3D;margin:0 0 8px;}\n.htf-sources ol{margin:0 0 0 18px;padding:0;line-height:1.6;}\n.htf-data-table{width:100%;border-collapse:collapse;margin:20px 0;font-family:Inter,sans-serif;font-size:15px;}\n.htf-data-table th{background:#2D5A3D;color:#fff;text-align:left;padding:10px;}\n.htf-data-table td{border-bottom:1px solid #eee6d8;padding:10px;vertical-align:top;}\n.htf-data-table tr:nth-child(even) td{background:#faf7f0;}\n<\/style>\n<!-- HTF-PRESS-V1 -->\n<p>Visitors to Lapland often expect to meet the S\u00e1mi in every town and every souvenir shop. The reality is more specific, and more interesting. The S\u00e1mi are the Indigenous people of the northern parts of Finland, Sweden, Norway and the Kola Peninsula, they have their own parliament, languages and museum, and they decide for themselves how their culture is presented.<\/p>\n<p>We live in Rovaniemi and work in Lapland tourism, and we are not S\u00e1mi. This guide therefore does not speak for the S\u00e1mi. It collects what the S\u00e1mi Parliament in Finland and the S\u00e1mi Museum Siida publish about themselves, so that journalists and visitors can describe the S\u00e1mi accurately and travel respectfully.<\/p>\n<div class=\"htf-tldr\">\n<div class=\"htf-tldr-label\">Short answer<\/div>\n<p>About 10,000 S\u00e1mi live in Finland, according to the S\u00e1mi Parliament, and more than 60% of them live outside the S\u00e1mi homeland. The homeland consists of the municipalities of Inari, Enonteki\u00f6 and Utsjoki plus the northern part of Sodankyl\u00e4. Rovaniemi is not part of it. Three S\u00e1mi languages are spoken in Finland, Northern, Inari and Skolt S\u00e1mi, and all three are endangered. The S\u00e1mi Parliament&#8217;s ethical guidelines for tourism, adopted on 24 September 2018, ask visitors and companies to present S\u00e1mi culture accurately and not to exploit it.<\/p>\n<\/div>\n<!-- HTF-PRESS-MINI -->\n<div class=\"htf-press-mini\"><strong>Journalist or TV producer?<\/strong> We live in Rovaniemi and work in tourism marketing here \u2014 we are available for interviews, filming and local research. <a href=\"https:\/\/hungrytravelfamily.com\/blog\/press\/\">See our press page<\/a> or <a href=\"mailto:hungrytravelfamily@gmail.com?subject=Media%20request%20%E2%80%93%20Hungrytravelfamily\">email us<\/a>.<\/div>\n<div class=\"htf-toc\">\n<div class=\"htf-toc-label\">In this guide<\/div>\n<ol>\n<li><a href=\"#s1\">Who the S\u00e1mi are<\/a><\/li>\n<li><a href=\"#s2\">The S\u00e1mi homeland<\/a><\/li>\n<li><a href=\"#s3\">Languages<\/a><\/li>\n<li><a href=\"#s4\">Livelihoods and dress<\/a><\/li>\n<li><a href=\"#s5\">Parliament and symbols<\/a><\/li>\n<li><a href=\"#s6\">Ethical guidelines<\/a><\/li>\n<li><a href=\"#s7\">Learn more in person<\/a><\/li>\n<li><a href=\"#s8\">Notes for journalists<\/a><\/li>\n<li><a href=\"#s9\">FAQ<\/a><\/li>\n<\/ol>\n<\/div>\n<h2 id=\"s1\">Who the S\u00e1mi are, in numbers<\/h2>\n<p>The S\u00e1mi Parliament&#8217;s own frequently asked questions give the figures most often quoted by media. We list them here with the parliament&#8217;s wording, because estimates of the S\u00e1mi population vary by method.<\/p>\n<table class=\"htf-data-table\">\n<tr><th>Fact<\/th><th>Figure<\/th><th>Source<\/th><\/tr>\n<tr><td>S\u00e1mi living in Finland<\/td><td>About 10,000<\/td><td>S\u00e1mi Parliament, FAQ<\/td><\/tr>\n<tr><td>Share living outside the S\u00e1mi homeland<\/td><td>Over 60%<\/td><td>S\u00e1mi Parliament, FAQ<\/td><\/tr>\n<tr><td>S\u00e1mi in total across all countries<\/td><td>Approximately 75,000 to 100,000, depending on the method of calculation<\/td><td>S\u00e1mi Parliament, FAQ<\/td><\/tr>\n<tr><td>Countries of the S\u00e1mi homeland, S\u00e1pmi<\/td><td>Finland, Sweden, Norway and Russia<\/td><td>S\u00e1mi Parliament; S\u00e1mi Parliament tourism pages<\/td><\/tr>\n<tr><td>Status in the European Union<\/td><td>The only Indigenous people in the EU<\/td><td>S\u00e1mi Parliament, About us<\/td><\/tr>\n<tr><td>Members of the S\u00e1mi Parliament in Finland<\/td><td>21 members and 4 deputies, elected from among the S\u00e1mi every four years<\/td><td>S\u00e1mi Parliament, About us<\/td><\/tr>\n<\/table>\n<p>The status of the S\u00e1mi as an Indigenous people is enshrined in the Constitution of Finland, which guarantees them the right to maintain and develop their language and culture and, within the S\u00e1mi homeland, self-government in matters that concern their language and culture. These rights are further specified in the S\u00e1mi Parliament Act (974\/1995) and the S\u00e1mi Language Act (1086\/2003), according to the parliament.<\/p>\n<p>S\u00e1pmi is the Northern S\u00e1mi name for the S\u00e1mi homeland as a whole. It is S\u00e4\u00e4mi in Inari S\u00e1mi and S\u00e4\u00e4\u02b9mm in Skolt S\u00e1mi. The parliament notes that S\u00e1mi have lived in the northern parts of Norway, Sweden and Finland and in the interior of the Kola Peninsula since well before today&#8217;s national borders were drawn.<\/p>\n<h2 id=\"s2\">Where the S\u00e1mi homeland is, and why it is not Rovaniemi<\/h2>\n<p>Under the S\u00e1mi Language Act, the S\u00e1mi homeland in Finland consists of the municipalities of Inari, Enonteki\u00f6 and Utsjoki and the northern part of Sodankyl\u00e4, the area of the Lapland reindeer herding district. Rovaniemi, where we live, is the capital of the Lapland region and the home of Santa Claus Village, but it lies outside the homeland. Lapland is the name of a Finnish region, while S\u00e1pmi is the S\u00e1mi homeland, and the two do not coincide.<\/p>\n<p>This matters for journalists because it is a common mistake. A Santa Claus attraction in Rovaniemi is a Finnish Christmas tradition and not a S\u00e1mi one. If a story is about S\u00e1mi culture, the places to go and the people to ask are in Inari, Utsjoki or Enonteki\u00f6, or at the S\u00e1mi institutions listed below. The parliament also stresses that the majority of S\u00e1mi in Finland live outside the homeland, so S\u00e1mi people live in Rovaniemi and in southern Finnish cities too, as ordinary residents rather than as part of a tourist programme.<\/p>\n<h2 id=\"s3\">Three S\u00e1mi languages, all endangered<\/h2>\n<p>Nine S\u00e1mi languages are spoken today across the Nordic countries and Russia, according to the S\u00e1mi Parliament. Three of them are spoken in Finland, and the parliament states plainly that all three are endangered.<\/p>\n<table class=\"htf-data-table\">\n<tr><th>Language<\/th><th>Estimated speakers in Finland<\/th><th>Notes from the S\u00e1mi Parliament<\/th><\/tr>\n<tr><td>Northern S\u00e1mi<\/td><td>About 2,000<\/td><td>The most widely spoken S\u00e1mi language, with an estimated 20,000 to 25,000 speakers across Finland, Norway and Sweden<\/td><\/tr>\n<tr><td>Inari S\u00e1mi<\/td><td>About 400<\/td><td>Traditionally spoken around Lake Inari; the only S\u00e1mi language spoken exclusively in Finland; the number of speakers is rising thanks to revitalisation work<\/td><\/tr>\n<tr><td>Skolt S\u00e1mi<\/td><td>About 300<\/td><td>Traditionally spoken on the Kola Peninsula and in adjacent areas; most speakers now live in the municipality of Inari<\/td><\/tr>\n<\/table>\n<p>S\u00e1mi languages belong to the Finno-Ugric branch of the Uralic language family, and their closest relatives are Finnic languages such as Finnish and Estonian. Under the S\u00e1mi Language Act, S\u00e1mi people have the right to use Finnish or S\u00e1mi when dealing with authorities in the homeland, including health centres, municipal offices, the police and the tax administration. The parliament lists a language nest among its services and says the Act&#8217;s purpose is to keep the languages living in practice, not only in translation.<\/p>\n<h2 id=\"s4\">Livelihoods, duodji and the traditional dress<\/h2>\n<p>The parliament lists the traditional S\u00e1mi livelihoods as fishing, reindeer herding, hunting, gathering and S\u00e1mi handicrafts, together with modern adaptations of them. Small-scale tourism may be practised alongside as supplementary income. It also points out that in traditional livelihoods the language is a natural part of work, so the livelihoods are where the language and the skills pass from generation to generation.<\/p>\n<p>Reindeer herding is a good example of why simple pictures mislead. In law, herding in Finland is not restricted by ethnicity, as we explain in our <a href=\"https:\/\/hungrytravelfamily.com\/blog\/lapland\/reindeer-herding-lapland-facts-figures-visitors-journalists\/\">guide to reindeer herding facts and figures<\/a>, but within the S\u00e1mi homeland it is an important part of S\u00e1mi culture and livelihood, and herding cooperatives there are covered by the S\u00e1mi Language Act.<\/p>\n<p>The S\u00e1mi traditional dress is, in the parliament&#8217;s words, the most prominent of all S\u00e1mi national symbols and an important symbol of identity. The full dress consists of many parts, such as shoes, belt, hat, shawl and jewellery, and, in the parliament&#8217;s words, it often conveys messages about its wearer in many different ways. The parliament says five main types are used in Finland, the Enonteki\u00f6, Inari, Utsjoki, Vuotso and Skolt S\u00e1mi dresses. It originated as folk dress, has never fallen out of use, and over time has moved from an everyday garment to one worn more often on special occasions. Because it carries this meaning, the dress is not a costume. The guidelines discussed below are the place to read what the parliament asks of companies on this point.<\/p>\n<p>Duodji is the S\u00e1mi word for traditional handicraft. The parliament runs a project called Duodji Akademiija 2027 that aims to preserve, strengthen and promote the tradition, focused on Enonteki\u00f6 in Finland, Kautokeino in Norway and Karesuando in Sweden.<\/p>\n<h2 id=\"s5\">The S\u00e1mi Parliament and national symbols<\/h2>\n<p>The S\u00e1mi Parliament is the representative self-government body of the S\u00e1mi in Finland and the official representative of the S\u00e1mi people. Its office and parliament hall are in the S\u00e1mi Cultural Centre Sajos in Inari. The Plenum is the supreme authority, meets four to five times a year, and its meetings are open to the public and can be followed by live stream. The Plenum elects a full-time president and two vice-presidents, and appoints an Executive Board and expert committees.<\/p>\n<p>The S\u00e1mi flag was designed by the S\u00e1mi artist Astrid B\u00e5hl and approved at the 13th S\u00e1mi Conference in \u00c5re, Sweden, on 15 August 1986. The red circle stands for the sun and the blue circle for the moon, from a poem by Anders Fjellner that describes the S\u00e1mi as the daughters and sons of the sun. The parliament lists twelve S\u00e1mi flag days. The most important is the S\u00e1mi National Day on 6 February, which commemorates the first cross-border S\u00e1mi congress, held in Trondheim, Norway.<\/p>\n<h2 id=\"s6\">What the S\u00e1mi Parliament asks of visitors and tourism companies<\/h2>\n<p>On 24 September 2018 the S\u00e1mi Parliament in Finland adopted Principles for Responsible and Ethically Sustainable S\u00e1mi Tourism. According to the parliament, their primary purpose is to end tourism that exploits S\u00e1mi culture and to eliminate incorrect information about the S\u00e1mi spread through tourism. The second priority is to safeguard S\u00e1mi cultural practices and traditions outside the travel industry. The guidelines are aimed mainly at tourism operators outside the S\u00e1mi community that productise, represent, market or communicate S\u00e1mi culture, and also at visitors arriving in the homeland.<\/p>\n<p>The seven principles, as titled by the parliament, are as follows.<\/p>\n<ol>\n<li>Recognising and respecting the value and richness of S\u00e1mi cultural heritage.<\/li>\n<li>Protecting and maintaining the vitality of S\u00e1mi cultural heritage for future generations.<\/li>\n<li>Mutually beneficial understanding and co-operation.<\/li>\n<li>Issues featured in S\u00e1mi tourism, their recognition and correction.<\/li>\n<li>Positive impact of S\u00e1mi tourism on S\u00e1mi people, their culture and environment.<\/li>\n<li>Responsible and ethically sustainable marketing and communications of S\u00e1mi tourism.<\/li>\n<li>High-quality visitor experiences and quality assurance.<\/li>\n<\/ol>\n<p>The parliament&#8217;s visitor guidance, illustrated by the comic artist Sunna Kitti, reminds visitors that they are guests in an area rich in culture-bound customs, and that area-specific and seasonal practices must be taken into account. It also warns that many visitors&#8217; understanding of nature and survival in Arctic conditions differs greatly from that of the S\u00e1mi. The parliament is also developing a certification for responsible S\u00e1mi tourism, called the Path of the Calf, funded by the European Union&#8217;s NextGenerationEU programme.<\/p>\n<p>In practice, that gives visitors a simple set of habits.<\/p>\n<ul>\n<li>Ask who runs a product. The parliament distinguishes tourism based on S\u00e1miness, where the providers come from the S\u00e1mi community, from tourism that merely utilises S\u00e1mi symbols. If a company markets a S\u00e1mi experience, find out who is behind it.<\/li>\n<li>Do not treat people as attractions. Do not photograph people, homes or reindeer corrals without asking, and do not wear or buy imitations of the traditional dress as a costume.<\/li>\n<li>Use correct names, such as S\u00e1mi, S\u00e1pmi and Inari S\u00e1mi, and not generalisations or outdated words.<\/li>\n<li>Respect land and livelihoods. Herding, fishing and gathering happen on the same land that visitors want to walk on, and the guidelines ask for attention to area-specific and seasonal customs.<\/li>\n<li>Spend where it helps. Museums, S\u00e1mi-run businesses and genuine S\u00e1mi handicraft support the community directly.<\/li>\n<\/ul>\n<h2 id=\"s7\">Where to learn more in person<\/h2>\n<p>The best single place to start is the S\u00e1mi Museum Siida in Inari. Siida is a national museum for S\u00e1mi culture and a regional museum responsible for cultural environments in the S\u00e1mi area. Its main exhibition, produced with Mets\u00e4hallitus, links S\u00e1mi culture and northern nature, and the Open-Air Museum shows the architecture and traditional livelihoods of the S\u00e1mi in Finland. From 16 October 2026 to 3 April 2027 Siida also shows We Who Remain, a joint exhibition with the Kiasma museum of contemporary art, presenting contemporary art by S\u00e1mi artists from Finland, Sweden and Norway.<\/p>\n<p>At the time we checked, Siida&#8217;s opening hours from 5 October 2026 to 31 May 2027 were Monday to Saturday 10 to 17, closed on Sundays. Adult tickets cost 18 euros, children aged 0 to 6 are free, school children aged 7 to 17 pay 7 euros, and a family ticket costs 36 euros. Please check the museum&#8217;s website for current hours and prices before you travel.<\/p>\n<p>The S\u00e1mi Cultural Centre Sajos in Inari is the seat of the S\u00e1mi Parliament, and its Plenum meetings are open to the public and broadcast online.<\/p>\n<h2 id=\"s8\">Notes for journalists<\/h2>\n<ul>\n<li>Say &#8220;S\u00e1mi&#8221;, not &#8220;Lapps&#8221; or &#8220;Laplanders&#8221;. If you mean the region, say Lapland. If you mean the people, say the S\u00e1mi.<\/li>\n<li>Do not describe Santa Claus Village or Rovaniemi as S\u00e1mi. The S\u00e1mi homeland in Finland is Inari, Enonteki\u00f6, Utsjoki and northern Sodankyl\u00e4.<\/li>\n<li>Use the parliament&#8217;s own estimates, and name them as estimates: about 10,000 S\u00e1mi in Finland, over 60% outside the homeland, about 2,000, 400 and 300 speakers of the three languages.<\/li>\n<li>Ask the S\u00e1mi Parliament, Siida or S\u00e1mi-run organisations for interviews on S\u00e1mi culture. We can describe Rovaniemi and Lapland tourism, but we are not a S\u00e1mi voice.<\/li>\n<li>Note that the S\u00e1mi are also a modern society: they have a parliament, media, artists, entrepreneurs, and a 2026 art exhibition, not just a historical heritage.<\/li>\n<\/ul>\n<h2 id=\"s9\">FAQ<\/h2>\n<p>The questions below are the ones we hear most often from visitors. The short answers are above, and the sources are linked at the end.<\/p>\n<!-- HTF-QUOTES -->\n<div class=\"htf-quotes\"><p class=\"htf-press-eyebrow\">Quotable \u00b7 free to use with credit<\/p><blockquote>\u201cSanta Claus is a Finnish Christmas tradition. S\u00e1mi culture is something else, and it lives in Inari, Utsjoki and Enonteki\u00f6, not in a souvenir shop.\u201d<\/blockquote><p class=\"htf-quote-by\">\u2014 Joona &amp; Alla, Hungrytravelfamily, Rovaniemi<\/p><blockquote>\u201cWe are not S\u00e1mi, so we will not speak for the S\u00e1mi. We can point you to the people who do.\u201d<\/blockquote><p class=\"htf-quote-by\">\u2014 Joona &amp; Alla, Hungrytravelfamily, Rovaniemi<\/p><p style=\"font-size:14px;color:#5b6b62;margin:0;\">Please credit \u201cJoona &amp; Alla, Hungrytravelfamily (hungrytravelfamily.com)\u201d. Need a fresh quote or an interview? <a href=\"https:\/\/hungrytravelfamily.com\/blog\/press\/\">Contact us<\/a>.<\/p><\/div>\n<!-- HTF-PRESS-BOX -->\n<div class=\"htf-press\">\n<p class=\"htf-press-eyebrow\">For journalists, TV &amp; podcast producers<\/p>\n<p class=\"htf-press-title\">Working on a story about S\u00e1mi culture in Finnish Lapland?<\/p>\n<p>We\u2019re Joona &amp; Alla \u2014 we live in Rovaniemi on the Arctic Circle and both work in tourism marketing in Lapland. We can help with:<\/p>\n<ul><li>On-camera interviews and expert comments in English (Joona also speaks Finnish)<\/li><li>Story research, real prices and location ideas in Rovaniemi and Finnish Lapland<\/li><li>Filming days and contacts with local husky, reindeer, snowmobile and northern lights operators<\/li><\/ul>\n<p>Send your outlet, topic, dates and deadline \u2014 we try to reply within 24 hours.<\/p>\n<a class=\"htf-press-btn\" href=\"mailto:hungrytravelfamily@gmail.com?subject=Media%20request%20%E2%80%93%20Hungrytravelfamily\">Email a media request<\/a><a class=\"htf-press-btn alt\" href=\"https:\/\/hungrytravelfamily.com\/blog\/press\/\">Press &amp; media page<\/a>\n<\/div>\n<!-- HTF-SOURCES -->\n<div class=\"htf-sources\"><h3>Sources &amp; further reading<\/h3><ol><li><a href=\"https:\/\/www.samediggi.fi\/about-us\/?lang=en\" rel=\"nofollow noopener\" target=\"_blank\">S\u00e1mi Parliament of Finland: About us and frequently asked questions<\/a><\/li><li><a href=\"https:\/\/www.samediggi.fi\/sami-languages\/the-sami-language-act\/?lang=en\" rel=\"nofollow noopener\" target=\"_blank\">S\u00e1mi Parliament of Finland: The S\u00e1mi Language Act<\/a><\/li><li><a href=\"https:\/\/www.samediggi.fi\/livelihoods-justice-and-environment\/ethical-guidelines-for-sami-tourism\/?lang=en\" rel=\"nofollow noopener\" target=\"_blank\">S\u00e1mi Parliament of Finland: Ethical Guidelines for S\u00e1mi Tourism<\/a><\/li><li><a href=\"https:\/\/www.samediggi.fi\/responsible-sami-tourism\/?lang=en\" rel=\"nofollow noopener\" target=\"_blank\">S\u00e1mi Parliament of Finland: Responsible S\u00e1mi Tourism<\/a><\/li><li><a href=\"https:\/\/www.samediggi.fi\/?lang=en\" rel=\"nofollow noopener\" target=\"_blank\">S\u00e1mi Parliament of Finland: front page<\/a><\/li><li><a href=\"https:\/\/siida.fi\/en\/\" rel=\"nofollow noopener\" target=\"_blank\">S\u00e1mi Museum Siida, Inari<\/a><\/li><li><a href=\"https:\/\/paliskunnat.fi\/reindeer\/reindeer-herding\/\" rel=\"nofollow noopener\" target=\"_blank\">Reindeer Herders&#x27; Association: Reindeer herding<\/a><\/li><\/ol><\/div>\n<!-- HTF-RELATED-POSTS-V1 -->\n<style>\n.htf-related-wrap{max-width:1100px;margin:-20px auto 30px;padding:0 20px;font-family:'Inter',sans-serif;}\n.htf-related-wrap .htf-related-eyebrow{text-transform:uppercase;letter-spacing:3px;font-size:12px;color:#C8A45A;font-weight:600;text-align:center;margin:0 0 10px;}\n.htf-related-wrap h2.htf-related-title{font-family:'Playfair Display',serif;font-weight:600;font-size:32px;color:#2D5A3D;text-align:center;margin:0 0 8px;line-height:1.2;}\n.htf-related-wrap .htf-related-sub{font-size:15px;color:#5b6b62;text-align:center;margin:0 0 32px;font-style:italic;}\n.htf-related-grid{display:grid;grid-template-columns:repeat(3,1fr);gap:24px;}\n.htf-related-card{background:#fff;border:1px solid #eee6d8;border-radius:6px;overflow:hidden;transition:transform .25s ease,box-shadow .25s 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class=\"htf-sb-label\">Contents<\/div>\n<ol>\n<li><a href=\"#s1\">Who the S\u00e1mi are<\/a><\/li>\n<li><a href=\"#s2\">The S\u00e1mi homeland<\/a><\/li>\n<li><a href=\"#s3\">Languages<\/a><\/li>\n<li><a href=\"#s4\">Livelihoods and dress<\/a><\/li>\n<li><a href=\"#s5\">Parliament and symbols<\/a><\/li>\n<li><a href=\"#s6\">Ethical guidelines<\/a><\/li>\n<li><a href=\"#s7\">Learn more in person<\/a><\/li>\n<li><a href=\"#s8\">Notes for journalists<\/a><\/li>\n<li><a href=\"#s9\">FAQ<\/a><\/li>\n<\/ol>\n<\/div>\n<div class=\"htf-sb\">\n<div class=\"htf-sb-label\">Share this story<\/div>\n<div class=\"htf-sb-share\"><a title=\"Pinterest\" href=\"#\">Pin<\/a> <a title=\"Facebook\" href=\"#\">f<\/a> <a title=\"X \/ Twitter\" href=\"#\">X<\/a> <a title=\"Copy link\" href=\"#\">\ud83d\udd17<\/a><\/div>\n<\/div>\n<div class=\"htf-sb htf-sb-svc\">\n<div class=\"htf-sb-label\">For journalists<\/div>\n<h4>Local experts in Rovaniemi<\/h4>\n<p>Interviews, filming help and real prices from Finnish Lapland.<\/p>\n<a class=\"htf-btn\" href=\"https:\/\/hungrytravelfamily.com\/blog\/press\/\">Press &amp; media<\/a><script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"How many S\u00e1mi live in Finland?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"About 10,000, according to the S\u00e1mi Parliament. More than 60% of them live outside the S\u00e1mi homeland. Across all countries, estimates range from about 75,000 to 100,000 depending on the method of calculation.\"}}, {\"@type\": \"Question\", \"name\": \"Where is the S\u00e1mi homeland in Finland?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"It consists of the municipalities of Inari, Enonteki\u00f6 and Utsjoki and the northern part of Sodankyl\u00e4. Rovaniemi is not part of it.\"}}, {\"@type\": \"Question\", \"name\": \"Which S\u00e1mi languages are spoken in Finland?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Northern S\u00e1mi (about 2,000 speakers in Finland), Inari S\u00e1mi (about 400) and Skolt S\u00e1mi (about 300). All three are endangered, according to the S\u00e1mi Parliament.\"}}, {\"@type\": \"Question\", \"name\": \"Is it respectful to wear a S\u00e1mi costume or buy one as a souvenir?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"The S\u00e1mi Parliament describes the traditional dress as the most prominent S\u00e1mi national symbol, one that carries messages about the wearer and the community. It is not a costume. Visitors are encouraged to buy handicraft from S\u00e1mi makers and to read the parliament's ethical guidelines for tourism.\"}}, {\"@type\": \"Question\", \"name\": \"Is Santa Claus a S\u00e1mi tradition?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"No. Santa Claus Village in Rovaniemi is a Finnish Christmas attraction, and Rovaniemi lies outside the S\u00e1mi homeland.\"}}, {\"@type\": \"Question\", \"name\": \"What is the S\u00e1mi National Day?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"6 February, which commemorates the first cross-border S\u00e1mi congress, held in Trondheim, Norway. It is the most important of the twelve S\u00e1mi flag days.\"}}, {\"@type\": \"Question\", \"name\": \"Where can I learn about S\u00e1mi culture in Finland?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"The S\u00e1mi Museum Siida in Inari is the national museum for S\u00e1mi culture. The S\u00e1mi Parliament's website explains the languages, livelihoods and ethical guidelines for visitors.\"}}]}<\/script><\/div>\n<\/div>\n<\/aside>\n<\/div>\n\n\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>S\u00e1mi culture in Finland: about 10,000 S\u00e1mi, three endangered languages, the homeland (not Rovaniemi), and respectful travel, from the S\u00e1mi 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