From observing the annual construction of the Icehotel in Jukkasjärvi, Sweden, to crossing the storied Finnmark Plateau in Norway, to attending a Sámi film festival in Finland, Sjoholm dives deep into the rich traditions and vibrant creative communities of the North. She writes of past travelers to Lapland and contemporary tourists in Sápmi, as well as of her encounters with Indigenous reindeer herders, activists, and change-makers. Her new afterword bears witness to the perseverance of the Sámi in the face of tourism, development, and climate change.