The Kola Sami and ethnotourism: trends and problems

The relevance of this research topic stems from the current pressing need to preserve the traditional culture of the indigenous peoples of the North. Ethnotourism is a promising form of revitalizing and promoting the cultural heritage of indigenous peoples. In the context of the development of ethnotourism in the Murmansk Region, the culture of the Kola Sami is becoming a symbolic brand for the region and a tool for promoting tourism services. The study revealed that representatives of the indigenous population hold ambivalent positions regarding the use of their ethnic symbols in various regional ethno-projects. On the one hand, they understand the potential benefits of increased attention to their unique culture, such as cultural popularization and the creation of additional jobs for Sami families and communities. On the other hand, representatives of the Sami people express concerns about possible negative consequences. Specifically, they are concerned about the trivialization and distortion of elements of their ethnic culture through commercialization. Sami public organizations and activists defend their right to participate in the development of regional ethnotourism and oppose the inappropriate use of ethnic symbols. In recent years, various events have been organized in the Murmansk Region to discuss strategies for interaction between the indigenous population and representatives of the tourism community to create high-quality tourism products.