Especially indigenous communities and individuals are objectified and treated as tourist attractions as if they were one of the tourist sights in nature. In such cases, visitors forget that it is the home of the ‘tourist attractions’ they are actually visiting. In Finland, the objectification, exoticisation and commodification of the Sámi and Sámi culture through distorted and totally outworn stereotypical representations has continued for decades. It is possible to enhance positive effects of tourism on Sámi communities and individuals through distributing correct information regarding the Sámi and Sámi culture. This happens by listening and hearing the voices of the Sámi themselves and their wishes on how they want to introduce themselves and how they want to be seen. Responsible visitors choose responsible and ethically sustainable Sámi products and services.