Dec 2, 2025: Presentation by Ria-Maria Adams at Maynooth University, Ireland

InfraNorth researcher Ria-Maria Adams will deliver a lecture titled “For Whom Do the Sleigh Bells Toll? Social Media’s Role in Shaping Expectations of Arctic Tourism Destinations” on December 2, 2025, at 16:30 GMT, at the National University of Ireland, Maynooth, as part of its Anthropology Seminar Series.

The talk will delve into how tourism infrastructures in the Fennoscandian Arctic tend to cater to the imaginations of tourists rather than engaging in sustainable practices co-created with local communities. This trend is exemplified by the promotion of the mythical figure of Santa Claus, now a tangible presence in Finnish Lapland. Additionally, activities such as northern lights tours, Arctic engagement proposals and weddings, husky and reindeer safaris, and the popularity of “igloo” hotels are visible in Fennoscandian Arctic destinations, accompanied by a steady increase in flights to Europe’s Arctic.

Infrastructure is continually being developed to meet the needs of tourists and to accommodate the increasing influx of visitors. However, this growth in tourism brings with it challenges and consequences, as highlighted by this presentation, which is based on a long-term ethnographic study conducted by Adams within the framework of the InfraNorth project, focusing on transport infrastructures. The promotion of Arctic destinations increasingly resembles what has been termed by Herva et al. 2020 as the “Disneyfication of the Arctic,” impacting local communities and their way of life. These tourism practices reflect the temporal dynamics of an era where the significance of social media and self-presentation has become paramount.

By examining the temporalities of Arctic tourism in Finnish Lapland through the lens of infrastructure, it becomes evident that certain aspects of the tourism industry are fragile, leading to adverse consequences for local communities and residents amidst the rapid growth.

For more information, please visit the website of Maynooth University.