Tourism has grown fast, both globally as well as in Finnish Lapland. The growth of tourism has increased challenges to cultural sustainability, especially in the context of Sámi culture. The Sámi who are the only indigenous people in the E.U reside in four countries, that is, Finland, Sweden, Norway and Russia. The Sámi Parliament in Finland has received funding from the Ministry of Education and Culture to carry out Culturally Responsible Sámi Tourism project. One of the main objectives of the project is to develop ethical guidelines from the Sámi point of view for responsible socially, culturally, ecologically and economically sustainable Sámi tourism product development and presentation in Finland. The ethical guidelines are due in 2018.