“No one drives reindeer this way anymore. It is old knowledge that is about to disappear, but we preserve it and let our guests experience it,” says Katja Bechtloff, sales and booking manager at Nutti Sámi Siida in Jukkasjärvi, Sweden. It all started during the icy winter of 1996- 97, when Nils Torbjörn Nutti’s reindeer could not access their natural food, reindeer lichen, in the wild. Instead they had to be kept in an enclosure and fed there during wintertime, which eventually became the start of Nutti Sámi Siida – an ecotourism company today holding the Swedish Ecotourism Society’s label Nature’s Best.