Experiencing life as a reindeer herder
The indigenous Sami people live in Northern Norway, Sweden, Finland and the far north-eastern part of Russia.
About 6,000 Sami people live in Lapland, Northern Finland, but as people move to cities in search of better opportunities, their centuries-old traditions and language are at risk of disappearing.
Tourism could help preserve local culture by creating jobs and allowing some younger Sami to move back home.
Like many reindeer herders in Lapland, Petri Mattus supplements his income with tourism - taking small groups into the forest to experience living like a Sami herder for a day.
The Travel Show鈥檚 Ade Adepitan finds out more.
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