Indigenous peoples’ right to control representations of their own culture and heritage is unquestionable, but in the case of tourism activities other stakeholders’ understandings come into play. The nation-state is still an important organizational foundation for tourism. For the Indigenous Sámi people, who are located in four different nation-states, national destination management organizations (DMOs) have a crucial role in how their culture and traditions are represented. The current study examines the content of Visit Norway and Visit Sweden’s visual marketing of indigenous Sámi tourism products. Using content analysis to sort electronic images and related texts, categories distinguishing natural, human, and other types of relevant symbols were created. The marketing strategies of both countries reinforce the traditional connection of the Sámi people to nature and their reindeer. Visit Sweden uses a distinct notion of what we call the artification of the Sámi, where young female artists contribute to the modern image of this indigenous people. Visit Norway continues to use more stereotypical representations of the Sámi, with a focus on colourful outfits and traditional buildings. Thus, tourism marketing continues to reinforce simplified images of the indigenous populations of the Arctic and their relation to the nation-state. © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.