This chapter explores the relation between folklore, food, and tourism in the Swedish part of the cross-national country of Sápmi, the land of the indigenous Sámi. Tourism has been labelled as an experience industry, offering opportunities for entrepreneurs in remote regions to create unique stories as a tool for marketing, product development, and branding. However, when heritage is commercialised, issues related to control are vital in order to remain respectful. Two examples of Sámi food tourism initiatives are described here, both based in the region Västerbotten and operated by Sámi organisations. Together, they illustrate how food, heritage, and communication can be performed in virtual as well as tangible ways, offering both economic and sociocultural potential.