ABSTRACT
This chapter (Chapter 5) offers an examination of Arctic tourism. Viewed through the lens of the “destination,” this chapter explores the various ways tourism has developed, and continues to develop, in the Arctic. Many Arctic actors assume that the publicity of a specific place or region will lead to increased numbers of tourists and investors. But this has not proven to be the case across the entire circumpolar region. Rather, an important success criterion for the tourism industry is to provide the right experience to the right visitor. For this to happen, the image of the Arctic alongside realities of small communities must be addressed.
