Sami tourism, as with other forms of indigenous tourism, may be described as a double-edged sword. While it may increase commercial opportunities and economic benefits, it may also re-colonize indigenous people. This chapter deals with how indigenous tourism development may be controlled through bottom-up initiatives, such as labelling and local tourism investments, as well as how these indigenous engagements in tourism branding paradoxically draw on traditional and sometimes stereotypical representations. Through two examples of practices in the Nordic region, one in Sweden and one across the Sapmi region, this chapter illustrates and discusses how issues of authenticity and indigenous control are negotiated through the participation of Sami interests and entrepreneurs in branding tourism destinations. However, these bottom-up participatory place-making practices draw on specific articulations of what the Sami place and culture are and should be, in a way that doesn’t really challenge the dominant stereotypes and the othering of indigenous people.