High quality at modest prices - Souvenirs from Lapland in 1970s-1980s

The roots of traveling to Lapland and tourism in Lapland go all the way back to the 19th century. In the 1970s and 1980s the amount of tourists increased substantially, and the reason for this was the rise of downhill skiing. Numerous ski resorts were opened all over Lapland, but also summertime bus trips were popular. The rise of tourism in Lapland was caused by socioeconomic changes in Finland during the 1970s.

Tourism had an enormous effect on the locals in Lapland. The increasing number of tourists and their growing hunger for souvenirs caused locals to answer this demand. Several small booths were put on the sides of roads in order to sell souvenirs directly to the tourists driving by. Most common souvenirs were reindeer hides, antlers and handicrafts made from reindeer fur. Hats, pins and shirts were more often bought from ski resorts.

People were also talking about the negative side of tourism. Environmentalists criticized tourists for leaving the garbage behind, and the growing number of cottages was seen as a threat to cultural scenery in Lapland. The other side of the coin was that locals benefited greatly from tourism and to many it is still their main source of income.

Traveling to Lapland is still very popular although the golden days have passed. To many it is an annual tradition to travel to Lapland. Small booths next to a busy road have disappeared or have evolved into gas stations. Booths are now preserved in memories and photo albums of countless people from all over the world.

In this exhibition, there are souvenirs from the 1970s and 1980s. Souvenirs were donated by private people and different souvenir shops around the Lapland area.
Photos are from the museum’s archive and were taken by Jukka Suvilehto in 1988.

The regional museum of Lapland has a nationwide responsibility in Finland to collect and preserve the material that falls under the category of tourism in Lapland and its history. The museum has a considerable amount of souvenirs in its collection.