Indigenous tourism is an expansive sector in the growing tourism industry. However, the tourist experience of the indigenous heritage is often delimited to staged culture in museums, exhibitions and festivals. In this paper, focus is put on the annual Sámi winter festival in Jokkmokk, Sweden. It is discussed to what extent this festival truly is an indigenous event. This is accomplished by scrutinizing the Sámi representation at the festival regarding its content and its spatial location. It is argued that the available indigenous heritage is highly staged, although backstage experiences are available for the Sámi and for the curious tourists.