Many of you come to Sweden with one dream in mind: discover Lapland, this magical, almost unreal land, which for many embodies the trip of a lifetime.
But like any popular destination, the Far North is not immune to the effects of mass tourism. It can sometimes lose its authenticity, and hide certain less idyllic realities, particularly with regard to respect for the environment or animal welfare - which are nevertheless at the heart of the experience that we come to seek there.
Because we believe in more responsible, gentler, and more humane tourism, today we wanted to highlight an inspiring couple we met through social media. Having lived for several years beyond the Arctic Circle, they made Lapland their home — and their passion, a way of life.
Malou and Gouna live in Overkalix, in Swedish Lapland, about one hour north of Luleå. They offer outdoor activities, suitable for all seasons: snowshoe walks, ice fishing, hikes with their huskies... They do not offer accommodation, but will be happy to direct you to trusted addresses for sleep nearby.
We give them the floor in this interview, which we hope will make you want to discover Lapland in a different way — more intimately, more consciously, and even more beautifully.
1. Experience and philosophy
Can you tell us about your background and what led you to settle in Lapland?
After growing up in France, studying, and both practicing in the medical field, we realized that, although we loved our jobs, we weren't completely happy. City life wasn't for us.
We both grew up in the countryside/mountains. There was something about that city life that we missed…
We always knew that France wasn't our destination. Through our studies and personal lives, we'd traveled and worked abroad quite a bit. We knew it was something that appealed to us. After careful consideration, we found the courage to leave everything behind and explore northern Europe, in search of nature and a life closer to animals and the forest.
We volunteered for nearly a year in sled dog kennels. At the same time, we were thinking about the ideal place to settle down and make our new life project a reality.
It was only natural that we were captivated when we arrived in the Överkalix region. It perfectly matched our aspirations. So we decided to settle there to begin our new life surrounded by nature, surrounded by our four-legged family.
What motivated you to create these nature experiences?
We have always had the vision of a work-passion, and since we were little, even without knowing each other, we have both been attracted to outdoor activities, sports and life close to nature.
When we moved to Lapland, our life path became clear: we wanted to spend time outdoors, live life to the fullest alongside our dogs, and learn to savor every moment, every season, every opportunity to discover nature in all its forms.
Beyond the nature aspect, walks, exploration, and adventure, we also have a real social fiber that each of us was beginning to lack. We love to exchange, meet, share, and, in a way, pass on what we know and love about our environment.
It was therefore quite natural that our vision for the project was born: Boreal Pack Adventure.
How would you describe your approach to tourism in Lapland?
We define our vision of tourism as being reasoned and reasonable: on a very small scale, in ultra-private groups, and far from mass tourism.
We attach great importance to the time spent with our guests, which we consider to be a truly quality moment.
Our goal is to share an activity in its entirety: as if we were inviting people to discover our daily lives for a day. For us, it's a bit like meeting old friends and experiencing an intimate, authentic experience together, in their own image.
All our activities are tailor-made: we take the time to adapt to each person, each family, so that everyone feels welcomed and fully integrated into this unique experience. (We always take the time to organize fika according to their allergies, for example—little attentions that make all the difference.)
We also aim to maintain the lowest possible environmental impact, despite the nature of our activities. This is an integral part of our values and our commitment to the nature that surrounds us.
2. Private and exclusive tours
Why did you choose to only offer private tours?
Because we have chosen to move away from mass tourism to focus on intimate, authentic, and quality moments with each person we welcome.
What excites us is being able to remember each family, their first names, their stories. It's having the time to truly connect, to talk about personal things, to create a sincere connection. This is the vision of tourism we champion: human, authentic, and deeply respectful tourism, where every encounter counts and leaves a lasting mark.
What does this actually mean for travelers who book an activity with you?
Travelers who book an activity with us can expect a more than personalized welcome. When a couple books, for example, they'll benefit from a dedicated guide, just for two people.
This changes the entire dynamic of the experience: the activity becomes much more intimate, more tailor-made, and everyone can really take the time to chat, ask questions, and fully experience the moment. This proximity allows for fine-tuning to each person's desires and needs, for a truly unique experience.
3. Respect for the environment and slow travel
How do you integrate respect for nature and the slow travel spirit into your activities?
It's hard to find the right words without repeating ourselves, but we want to emphasize the importance we place on the sustainability of the experience we offer.
For us, sustainability has two facets: on the one hand, environmental, since the majority of our activities are non-polluting: walking, cultural hikes, moments of observation, etc. We take care to have the lowest possible impact on the environment around us, out of respect for nature and the seasons.
On the other hand, there is human and emotional sustainability: for many, this immersion represents much more than an activity, it is a parenthesis outside of time, often the journey of a lifetime.
We are fully committed to slow travel, taking the time to enjoy, to feel, to connect with the present moment. We invite our guests to slow down, to savor each moment of their adventure, to create deep and lasting memories, at their own pace, in harmony with the places and living beings that surround them.
What would you say to someone who is hesitating between a guided experience and a self-guided outing?
We believe that having a guide who has lived on site for several years has a significant impact on how we discover and understand our surroundings. Admiring a landscape is always beautiful. But experiencing it alongside someone who understands its history, culture, and unique features is a completely different experience. It adds a valuable dimension to the adventure.
A local guide also allows you to get off the beaten track, accessing secret corners, far from the marked places, for a more authentic immersion. It's also a source of transmission: giving you keys to interpret nature differently. Recognizing trees, spotting animal tracks, identifying wild berries... All these small details, sometimes invisible to the untrained eye, then take on a new importance.
And then there is the human aspect: sharing a moment with a warm guide also means experiencing a real moment of exchange, sharing and conviviality.
Without forgetting, of course, safety: an experienced guide is there to ensure each outing takes place peacefully, respecting the environment and the conditions.
4. Activities and their added value
What activities do you offer and what makes them unique?
We offer outdoor activities year-round, tailored to the seasons and individual interests. In winter, explore the world of Siberian huskies on hiking, snowshoeing, or cultural excursions. For thrill-seekers, we also organize snowmobile expeditions, ranging from half-days to two days of adventure. In summer, we offer kayaking trips, fishing trips, and even hikes in the heart of nature with our dogs.
What makes our activities unique is their authenticity and personalized approach. And also, the fact that you share them with us, passionate local guides.
Is there an age limit for participating in your activities?
There's no particular age limit for coming to discover our activities; we adapt everything to allow you to enjoy it while adapting to your family. This season, we had an 18-month-old baby in the pulka for a half-day snowmobile ride, just like an 86-year-old grandpa who drove his snowmobile solo for half a day!
Do you have an example of an original request that you have successfully organized for visitors?
One of the most touching events we've ever had the chance to organize is a marriage proposal, a unique and emotional moment. We also regularly celebrate birthdays, with meals specially tailored to each person's wishes, to make each moment even more memorable.
What type of audience typically comes to you and what appeals to them most about your approach?
Our clientele is primarily composed of couples between the ages of 30 and 50, as well as families with children and teenagers. What particularly appeals to them, and from which we often receive very positive feedback, is the genuine closeness with us, their guides, as well as the opportunity to experience a completely private activity, just for them.
5. Huskies and their role in your experiences
Why did you choose not to offer sled dogs?
It's a question that raises many questions, but the first answer that comes to mind is simple: sledding with our huskies is, above all, a passion. It's an activity we deeply love, and we want to keep it that way: a moment of personal connection between our dogs and us.
How do your huskies participate in your activities and what can visitors discover through contact with them?
We don't want our dogs to "work" in a "forced" sense: all our activities are therefore designed to be fun and enjoyable for them. They share with our guests much more than just physical effort: these are moments of complicity, cuddles, games, but also active and sporty walks.
This allows everyone to take the time to discover their unique personality, to learn their first name, their little habits... In short, what we offer is much more than a sled ride. It is a meeting, a sincere exchange, a moment shared with our dogs in the respect and tenderness of our husky family. They live with us, in a house, they are members of our family!
What feedback do travelers have after meeting your dogs?
We receive overwhelmingly positive feedback. Our visitors tell us how much they enjoyed the experience, which was entirely tailored to their needs. They leave with their hearts full, each of our dogs' names fresh in their minds, memories etched in their memory, and, above all, moments of sharing and genuine connection with our four-legged friends.
For those who have already tried a classic dog sledding activity, the feedback is often even more glowing. Many tell us that what they experienced with us goes far beyond a simple ride: it's a real encounter, a sincere moment, where we take the time to create a bond with the dogs as well as with humans.
6. Highlights and emotions
Can you tell us about one or two of the best moments you've had with visitors since you started your business?
For Gontran, as for me, one of the best memories of the season remains a surprise birthday party organized for a 10-year-old girl. Her parents had planned a full week of activities with us, and the very first evening was to mark the beginning of an unforgettable adventure. We shared a dinner over a wood fire in our traditional kåta grill.
When it was time for dessert, a surprise awaited her: a birthday cake and a small stuffed animal of our dog Lumi, which we gave her… Overwhelmed with emotion, she burst into tears. And as if the magic didn't stop there, a few moments later, as we stepped out into the garden, the sky lit up with splendid Northern Lights. It was a suspended moment, one that she will undoubtedly remember for the rest of her life, and so will we.
From a more general perspective, there are often days that particularly touch us. A sunset with unreal colors, an aurora borealis shared under cries of joy… These are the magical moments that we experience with our guests, and which remain etched in our minds for a moment. What fills us is seeing their amazed smiles, their eyes shining in the face of the raw beauty of nature.
What emotions do you want your visitors to experience through your activities?
I feel deeply lucky to be able to offer them a glimpse into our daily lives through our work. Sharing these emotions, these landscapes, these encounters, is what gives meaning to what we do. Seeing people happy, sometimes marveling at what, for us, is part of everyday life, this is the very essence of our profession. Whether it's about helping them discover fantastic things, or on the contrary, subtle details that they had before their eyes without really seeing them... it's this awareness, this moment of simple wonder, that touches us deeply.
For us, this is the magic of Lapland: raw, sincere nature, and suspended moments that we share. Seeing our guests thrilled by discovering new activities, exploring landscapes they never imagined, is what makes us truly happy. It's what makes us love what we do, a little more every day.
A big thank you to our friends Malou and Gouna for taking the time to answer our questions and for sharing with us, with such passion, their daily lives and their magnificent region.
We hope this interview has piqued your curiosity and made you want to discover a more intimate, more human Lapland, far from the usual circuits. If you're planning a trip to northern Sweden, consider them: authenticity, nature and real encounters guaranteed.
👉 To book an activity with Malou and Gouna, it's this way!
