ABSTRACT
This chapter discusses the animal–ethical challenges that the company Inga Sami Siida faces in their recently developed tourism operations. Animals can be a very significant aspect of tourism experiences. They are the main focus of certain activities such as safari tourism. The chapter presents Sami tourism as an example of indigenous adventure tourism. There are many different types of indigenous people in the world, and the Sami of Northern Europe are one of them. Indigenous people form non-dominant but distinctive groups of peoples in society. The chapter discusses two trends that are changing the roles of reindeer in the livelihood of Sami-people: climate change and the emergence of the experience economy. Sami nature- and culture- based tourism is a promising starting point for entrepreneurship, as well as for the development of both ecologically and culturally sustainable new industries in Sami communities. Inga Sami Siida is a company grounded in eco-tourism values of animal welfare, ecological respect, and education.
