Tourism has developed into a significant worldwide industry. Its significance has only grown after the Second World War when infrastructure developed, leisure time increased and societies changed. In today’s international world, traveling is fast and easy. These changes have made it possible for Saariselkä, too, to develop from its status as a transit area and a wilderness only few knew about during the first half of the 20th century, to an internationally known tourist destination in the 2020s. In this master’s thesis, the development of the tourism of Saariselkä is examined and its strengths and challenges are analysed. These will also be linked to the themes of sustainable tourism and climate change. The research is conducted through thirteen semistructured interviews. The interviewees work in different tourism companies, organizations or similar on either provincial, municipal or local level. The aim of the data collection is to gain a broad overview on the theme and to piece different perspectives together. Sustainable tourism in Saariselkä is regarded important due to the tourism industry’s high dependence on nature. Even though few tourism companies capitalize sustainable tourism in their marketing, there are multiple ways in which sustainable action is pursued: by recycling, giving preference to locally produced food, developing energy-efficient solutions, respecting nature and by offering tourists professional tourism services. These deeds can also be seen as a partial compensation regarding the area’s dependence on air travel. Adapting to climate change is regarded important among the interviewees, mostly because tourism in the region is operated fully on the terms of nature. Climate change can be seen to already have caused changes in the area in the form of mild and wayward winters. Saariselkä is a prosperous tourist destination, where development occurs in the forms of new tourism products and companies. Clean nature, arctic phenomena, safety and unique tourism products alone are not enough as there are multiple challenges in the urge for a solution. These include, among others, the shape and visuality of the built-up area, accessibility, strong seasonal changes and the standard of the accommodation. The future of the area is considered to be bright, and development is hoped to continue in a controlled manner. Tourism operators are aware of the uncertain future of tourism industry because of its fluctuating character due to global events. This is why tourism research will have a great significance also in the future.