Journalist Niina Lavia raises awareness of tourism issues in Lapland

Journalist Niina Lavia is often praised for her courage in addressing issues within the growing tourism sector in Lapland. Last spring, she received the prestigious Grand Journalism Award for her series in Lapin Kansa, which exposed the mistreatment of seasonal workers at the Kakslauttanen resort. Since then, Lavia has also investigated problems related to husky farms.

According to Lavia, these stories stem not from a desire for bravery but from the fact that many issues were previously unknown to journalists. While those in the tourism industry may be aware of unethical practices, the general public is not.

Lavia initially believed that her reporting would lead to immediate significant changes in the industry. She continues to receive contact from seasonal workers seeking to share their experiences. This coming season is expected to be record-breaking for Lapland tourism, with direct flights to Rovaniemi airport scheduled every half hour during peak times. Annually, tourism employs around 12,000 seasonal workers in Lapland, a number that is continually growing. Previously, these workers, according to Lavia, have only been represented in media as smiling faces on snowmobiles.

She emphasizes the need for a critical examination of tourism, clarifying that this doesn’t mean dismissing the entire industry. Despite inquiries about the negativity of her stories, Lavia points out that many positive narratives about tourism have been produced over the years.

In July, Lapin Kansa published Lavia’s piece about the treatment of animals and the working conditions at an Inari-based dog sledding company. She stresses that solid evidence is crucial to investigative journalism, stating that mere hearsay is insufficient as a source. With limited resources, local media like Lapin Kansa play an essential role in scrutinizing practices in Lapland that might otherwise go ignored.