In responsible indigenous tourism, the definition of authenticity means indigenous people’s own vision and view of authenticity as well as what and how their own culture is wanted to be seen and presented, utilised and commercialised. This view does not always correspond with the idea the visitor assumes the indigenous people to be or represent. In tourism based on Sámi culture, authenticity stems from personal experience and everyday life and festivities in one’s own living cultural landscape. When introducing one’s real-life events, there is no need to dress up in role costumes or make up stories spiced with assumptions, preconceptions or fairy tales when actual knowledge dries up. Authentic stories are based on truthful, accurate knowledge. Authentic story is the one, Sámi want to share with their visitors.