How it all began

We’re Anna and Jon-Anders. Two people from completely different worlds who somehow found home in the same one.

Anna grew up in the tiny Frisian village Moddergat, surrounded by the North Sea. Jon-Anders was born in Swedish Lapland, in a Sámi family that has lived with and cared for reindeer for generations.

We met between two extremes: the flat coast of Friesland and the wild mountains of Sápmi.

And somehow, we built a life that combines both: creativity and tradition, quiet and movement, modern life and ancient knowledge.

A selfie of a man and woman outdoors near a scenic landscape with rolling hills, trees with fall foliage, and distant lakes, taken on a sunny day.
A snow-covered rural road flanked by dense pine trees under a clear blue sky with a person riding a snowmobile in the distance.
A person in outdoor gear using binoculars in a forested area with tall trees and autumn foliage.

From two paths to one story

Jon-Anders works as a reindeer herder. A way of life that’s been passed down through generations.

Anna is a photographer and storyteller, capturing the light, silence, and small moments that define life in the North.

Together, we founded Go To Sápmi: to share this world in an honest way. No staged tourism, no costumes or folklore, just real encounters, around real fires, under the real Arctic sky.

Northern lights in space with a starry background.
A person taking a photo of the northern lights (aurora borealis) in the night sky, which displays green and purple hues, with stars visible above a landscape with trees.

What makes us different

  • 🦌 Authentic Sámi connection. Our tours take place on Sámi land, guided by someone who truly lives this life.

  • 🔥 Small and personal. We keep our groups small so there’s room for real stories and questions.

  • 📸 Learn the art of aurora photography. From someone who lives under it. Anna shares her professional tips and personal tricks for photographing the northern lights.

  • ❄️ Rooted in respect. We don’t sell folklore. We share real culture.

A group of reindeer standing in a forested area with tall trees and a wooded background.

  • Sápmi is the Sámi word for the region that stretches across the northern parts of Norway, Sweden, Finland, and Russia’s Kola Peninsula. It’s not just Lapland. It’s a culture, a way of life, and a connection to the land.

  • Yes! Our experiences are designed for all ages and fitness levels. Whether you’re looking to photograph the Northern Lights or meet reindeer up close, we keep it relaxed and personal.

  • Just make sure you keep warm. Before your trip, we’ll send you a packing list and some insider tips to help you prepare.

  • Yes. All our experiences are led or co-led by Jon-Anders, who is Sámi and works as a reindeer herder. You’ll get a genuine glimpse into everyday life here. No costumes, no performances.

  • All the tours start near Brändön Lodge, just 30 minutes from Luleå Airport, making it easy to reach but still far enough from the city lights, deep in the woods.

A piece of Lapland, in your inbox.

A piece of Lapland, in your inbox.