Raisa Kitti runs Reinina Reindeer Farm in Inari, Finland, where she introduces tourists to reindeer and Sámi culture. The farm aims to provide authentic experiences, contrasting with the distorted representations often seen in tourism. The Sámi people are reclaiming their narrative and promoting ethical tourism that respects their culture. The Siida Sámi Museum serves as a cultural hub, showcasing Sámi history and contemporary life. Efforts are underway to establish ethical guidelines for tourism to combat cultural exploitation and promote Sámi-led businesses.