Tourism as a livelihood diversification strategy among Sámi indigenous people in northern Sweden

Tourism entrepreneurship is frequently promoted as a livelihood strategy for Sámi indigenous people living in northern Sweden. At the same time, tourism’s ability to fully take over struggling primary sectors has been brought into question, due perhaps to a mismatch of skills or to tourism’s seasonality and low pay. In spite of that, the role of tourism development might relate less to financial autonomy but could best be characterized as being supplementary and complementary to other occupations. Additionally, the motivations behind tourism involvement among Sámi tourist entrepreneurs remain largely unknown. This interview-based study therefore aims to uncover why Sámi indigenous tourist entrepreneurs living in northern Sweden get involved in tourism and to what extent tourism is part of a livelihood diversification strategy. The findings show that a combination of factors such as lifestyle choices, existing touristic demand and readily available forms of capital lead people to become tourist entrepreneurs. At the same time, for some respondents, tourism is part of a livelihood diversification strategy where its development is not sought for replacing a struggling traditional occupation, namely reindeer herding, but for complementing it.