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In northern Sweden, the positive effects of tourism involvement by Sámi Indigenous people are mostly shown in terms of employment, yet at times have been shown to go beyond economic ones and include other equally important benefits. Only when all components are seen at the same time can we get a true understanding of tourism as a livelihood strategy. This paper uses a sustainable rural livelihoods approach to investigate the different roles and meanings of tourism among Sámi tourist entrepreneurs in northern Sweden. It does so using data from 13 semi-structured interviews with Sámi Indigenous tourist entrepreneurs. The results indicate that there are many goals and objectives tourism jobs serve among Sámi Indigenous people in the Swedish north. For example, the tourism business is at times seen as a more sustainable way of using reindeer. Tourism was also a way for Sámi to express themselves and keep certain traditions alive. Another leading conclusion relates to tourist entrepreneurs as cultural ambassadors for Sámi issues. By presenting factual information about Sámi people, challenging stereotypes and by making others aware of the many hardships reindeer herders face, Sámi tourist entrepreneurs attribute to their work meanings that are social, cultural and even political. [ABSTRACT FROM AUTHOR]