Increasing and distributing truthful information about the Sámi also through tourism industry is of utmost importance. Preserving the vitality of Sámi culture also promotes the development of tourism in Lapland. On the contrary, distributing an untruthful image of the Sámi produced by a party external to the Sámi community is not in anyone’s interest: it does not promote the preservation or development of Sámi culture, the wellbeing of Sámi communities nor does it show visitors a realistic picture of the only indigenous people within the area of the European Union who live their lives in today’s real world. Get to know the Sámi and their way of life already before your trip by using reliable information sources.