Lapland was an extremely male domain at the beginning of the tourism age, and many eager men, but young and old, went north. The caravan of cartographers, geologists and botanists seems to never end.
However, it can be difficult for us to understand how extremely far away and exciting Swedish Lapland was perceived to be in the past. And to point out this exoticism, it was customary to use the indigenous people to market the nation state. Paradoxically, right? On that matter we really hope that times have changed.
