In an era of overtourism, many destinations are suffering from selfie-taking crowds waiting in line for that one insta-worthy shot. Even though these destinations cannot bear any more visitors, the posts on social media keep on drawing more crowds. At the same time, there are many places on earth that remain relatively unvisited and are desperately seeking to develop tourism (in a sustainable way) as part of their economic model. One of them is Swedish Lapland, a rather sparsely populated area with little job opportunities. If you want to be a responsible traveller and discover something new, instead of travelling to the best known-destinations, this time visit… Swedish Lapland. Read here why!