“…The topics range from commodification, tourism imaginaries, and the indigenous "other" (see, e.g. Mathisen, 2020;Niskala & Ridanpää, 2016;Olsen, 2002Olsen, , 2006Wright, 2018), boundary making (Schilar & Keskitalo, 2018), and indigenous spirituality (Fonneland, 2012), to storytelling (Kramvig & Førde, 2020), the care and protection of Sámi cultures (Saari, Höckert, Lüthje, Kugapi & Mazzullo, 2020), and governance issues (Angell, Nygaard & Selle, 2020;Pashkevich, Stjernström & Lundmark, 2015). Hence, and while focusing more on explicit and unambiguous indigenous topics in Sámi tourism, the research literature has attended less to the way that indigenous identities, meanings and material practices imprint more discreetly on the steps taken by indigenous entrepreneurs when starting and developing tourism ventures in Sápmi, which is the aim of this paper.…”