The effects of global warming are evident throughout the Arctic, which is warming much more quickly than the rest of the planet and is increasingly being referred to as a fragile environment. The tourism industry in the area, which is built around notions of enchanted wintertime fantasy landscapes, is directly impacted by the effects of climate change. As a result, tour operators in the area are becoming increasingly concerned about their ability to adapt their business practices and maintain the idealized image of a winter wonderland as tourism activities involving snow and ice are threatened by a warming landscape. The literature on Arctic tourism, climate change in the Arctic, perceptions of the landscape, last-chance tourism, and adaptation was reviewed to get a better understanding of the subject.

The ten semi-structured interviews with tour operators and guides in Rovaniemi, in Finnish Lapland, and my observations during my time there allowed for the collection of data and the co-construction of narratives reflecting participants’ perceptions of the changing landscape, and how this relates to their methods of adaptation. The findings show that even though changes are being seen in the region, such as decreasing snow cover and increasing temperatures, Rovaniemi is still portrayed and promoted as a mystical winter wonderland, which can cause disappointment and unmet expectations for tourists if there is snow scarcity. Furthermore, tour operators are implementing various strategies to adapt to the changes, such as moving operations further north, offering replacement activities, and implementing changes in their marketing.