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Condé Nast Traveller at Sapmi Nature Camp

Condé Nast Traveller came to Swedish Lapland and wrote “The ultimate guide”. A stay at Sapmi Nature Camp is included in this guide!

Although I’m not entirely happy with the headline of the story – “a frozen wilderness” – I like the article and how it goes beyond the stereotypes of an experience in Sapmi/Swedish Lapland. And pictures of reindeer makes me happy, always!! I think that the journalist and the photographer from Condé Nast Traveller made a great story from their stay here. Despite the headline.

What about the term “wilderness” then? Well, from my point of view – this area is not wilderness, it’s so much more! I never use the term wilderness to describe our land, landscape or nature. I don’t use the term Lapland either, instead I talk and write about Sápmi.

So what is Sápmi? This is a question that we have worked a lot about, together with Swedish Lapland Visitors Board in order to explain things. This is how we wrote in the presskit about this:

“Sápmi – the Sámi name and a lot more besides!

What is sápmi?

Sápmi is the Sámi name for the region where the Sámi people have their land. Sápmi spans across four countries – Norway, Sweden, Finland and the Kola Peninsula, on the Russian side. In Sweden, Sápmi cov-ers the northern half of the country. Sápmi is a nation without national borders, but within the area there is
a common language, history and culture. The reindeer is intertwined with people and nature, and the roots of Sámi culture go back very far in time.

The word Sápmi is taken from the Sámi language, with the same origin as the word Sámi itself. You could say that Sápmi means Sámi land as well as Sámi people.

The question ’What is Sápmi?’ is multi-dimensional. Due to the general lack of knowledge about it, there are many things that need explaining to place it in a context that can be easily understood. It’s almost impossible to answer the question ’What is Sápmi?’ in just a few sentences.

Sápmi is the land and the people, the nature and the reindeer, the animals and the light. The midnight sun and the northern lights. The heat from the fire on a sparkling winter’s day and the coolness of a mountain stream after a long day’s hike. Sápmi is the food and the produce. But also human rights and Sámi names. Duodji (handicraft), fishing, and Sámi tourism. The flag and the Sámi colours. The wanderlust and respect for all we see around us. Young and old. And everything in between.

Out of respect for the Sámi people who have lived here for generations, close to nature, leaving nothing else but foot-prints behind, we don’t use commercial terminology like “the last wilderness”.

If you would like to learn more about Sápmi you should visit some of the Sámi companies in Swedish Lapland – they are all good storytellers and keen to share their knowledge.”

I guess this was too long to make into a headline in Condé Nast Traveller?!