Several conflict arenas and differing views concerning the future development of tourism in Kiruna are discussed in this study. The necessity of relocation of parts of the town centre has attracted a considerable media attention and has been utilized to further strengthen the image of Kiruna as a unique destination, especially among international visitors. Parallel to this rather speculative development a local cultural organisation asks for careful considerations regarding preservation of heritage and buildings that symbolises the history of the mine. The study is based on interviews with principle stakeholders together with an analysis of the debate on mining heritage and tourism development in local, regional and national press between the years 2000-2010.