How can tourism contribute not only to economic development, but also to thriving communities, living cultures and healthy natural environments? This was the central question explored through The Arctic Heartland, a feasibility study carried out by Heart of Lapland between May 2025 and September 2026.

The project examined how tourism in Torne Valley and the Kalix River Valley can become an even stronger force for local development. The work was based on a regenerative perspective, in which tourism is shaped by the unique values, needs and conditions of each place. Rather than focusing solely on increasing visitor numbers, the project explored how tourism can create long-term value for the people who live here, the businesses operating here and the landscapes on which the destination depends.

In this context, regeneration is not seen as a temporary trend or a single activity. It is an ongoing, locally rooted approach built on residents’ knowledge, experience and connection to their home region. It recognises social, cultural, ecological and economic values as interconnected parts of a thriving place.

Listening to the people who live here

Local participation was an important part of the feasibility study. Through a cross-sectoral focus group, residents and representatives from businesses, associations and the public sector shared their perspectives on tourism and local development.

The conversations explored what people value and want to protect, how tourism contributes to local communities, and which challenges or potential negative impacts need to be addressed. The findings highlighted the importance of authentic local culture and history, responsible use of nature, stronger dialogue with residents and a clearer understanding of the wider value created by tourism.

Tourism businesses in Torne Valley and the Kalix River Valley contribute through employment, tax revenue, services and experiences. Many also provide important meeting places and help maintain services and quality of life in smaller communities. Making these contributions more visible is essential when tourism is discussed as part of wider community development.

Stories owned by the place

The project also explored how local storytelling can strengthen cultural identity and give residents greater influence over how their home region is portrayed. Through Story of Place, historical and contemporary stories from Haparanda, Kalix, Pajala, Överkalix and Övertorneå were collected and shared in a digital space on heartoflapland.com.

The initiative places local voices at the centre. By allowing residents, associations and businesses to contribute their own stories, the project supports a richer and more nuanced image of the region – one grounded in lived experience, local knowledge and cultural heritage. This is particularly important in a place shaped by Tornedalian and Sámi cultures, minority languages, cross-border connections and a close relationship with rivers, forests and the changing Arctic seasons.

Knowledge, collaboration and
international connections

The feasibility study brought together tourism businesses, local stakeholders, researchers and international travel trade representatives. Knowledge-sharing activities focused on local culture, regenerative tourism and the role of tourism in creating resilient communities and businesses.

An international sales workshop gave local tourism businesses the opportunity to meet tour operators, develop new business relationships and present experiences rooted in the region’s nature, culture and Arctic lifestyle. Meetings, lectures and exchanges also strengthened international partners’ understanding of the place and its unique values.

Interviews and dialogue with tour operators provided further insight into how conscious travellers and international markets view sustainability, local culture and meaningful travel experiences. This knowledge can support future business and destination development while helping tourism companies reach visitors who value authentic encounters and responsible travel.

Building on the findings

The Arctic Heartland has created a stronger foundation for continued work with tourism, local participation and place-based development. The feasibility study shows that tourism can play an important role in strengthening local businesses while also supporting cultural identity, community vitality and care for nature.

The project’s insights will inform Heart of Lapland’s continued development work and contribute to further dialogue about how tourism can create lasting value in Tornedalen and the Kalix River Valley – for visitors, businesses and, above all, the people who call this place home.

The Arctic Heartland was carried out by Heart of Lapland with funding from Region Norrbotten and Längmanska Företagarfonden.

Living with the Land is a collaborative project that aims to develop sustainable, high-quality hunting experiences rooted in the culture and traditions of the Torne River Valley and the Heart of Lapland destination.

Hunting has been part of everyday life in this region for generations. It is closely connected to nature, responsible wildlife management, and the local food culture – where the journey from forest to table is as important as the hunt itself. The project builds on these values to create authentic visitor experiences while safeguarding local traditions and ensuring the long-term sustainability of wildlife populations.

The project brings together landowners, hunting guides, accommodation providers, restaurants and other tourism businesses to create a shared model for sustainable hunting tourism. By strengthening local cooperation and developing new partnerships, the project aims to generate greater value for local communities while offering international visitors meaningful experiences based on quality rather than volume.

Activities include networking events, workshops, business development, product packaging, market development, storytelling, international market insights, and the creation of new bookable hunting experiences. The project will also develop communication materials, photography and films, and strengthen connections between hunting, local gastronomy and cultural heritage.

Through Living with the Land, Heart of Lapland is building a long-term model where nature, culture and local businesses grow together, creating authentic experiences that benefit both visitors and the communities that call this landscape home.

Arctic Flavours Meet Adventure is a collaborative project involving Heart of Lapland, tourism businesses, local food and beverage producers, the Municipality of Kalix, and the Municipality of Haparanda.

The project aims to make culinary experiences more accessible to independent travellers through joint packaging between tourism businesses and food and beverage producers, as well as by coordinating ready-made travel itineraries for visitors travelling on their own.

To enable smart and effective packaging, and to strengthen knowledge of one another’s offerings in order to better recommend experiences to visitors, local tourism businesses and producers will take part in an internal study tour within the destination.

Furthermore, officials from the partner municipalities will provide tourism businesses and food and beverage producers with information and training on regulations related to food handling and serving in connection with different types of activities, in order to facilitate the packaging of culinary experiences.

An exchange of experiences with a Swedish culinary destination and its businesses will also be carried out, with the aim of learning from a destination that has worked with both Protected Designation of Origin products and collaborative packaging.

During the project, a workshop on event and influencer marketing will be conducted, focusing on how to use digital tools to reach selected target groups interested in food and beverages, create curiosity about the destination, and convert interest into bookings for food and beverage experiences.