The North of Sweden is a part of Arctic Europe that includes both wilderness and expansive industrial developments. Both contribute substantially to attracting tourism. In this chapter, the North of Sweden (Arctic Sweden) is used to illustrate how and in what ways nature and nature experiences are utilised for sustainable destination development. Furthermore, that development is connected to issues of degrowth, arctification and the possibilities of regenerative tourism. Here, two cases from Arvidsjaur are used to illustrate different levels of sustainable development involved in destination planning and development: that of the private and that of the public. The cases are the Frog Spring (Swedish: Grodkällan, Sami: Tsuobbuoája), which is used to discuss public destination development in a sparsely populated place, and the dogsledding companies which are used to illustrate (as part of) degrowth ideologies on an individual level. Adding to the current debates on degrowth we want to bring together and highlight the complexity and nuance of public destination development based on ideas of sustainable development and outdoor recreation activities locally and the individual motivations for setting up and running a business based on degrowth ideologies to look at how trends affect the outcome of such endeavours. We draw on interviews, documents and publicly available online material, all of which provide insights into strategies, plans and businesses on the local level. Results suggest that although the awareness of the need for sustainable development and the will of public actors to contribute to it are high, the outcome of development and management using such frameworks does not necessarily lead to sustainable destination development as seen from a holistic point of view. This also holds for private entrepreneurs who, as individuals, are seeking a sustainable mode of life and income.