Spiritual Entrepreneurship in a Northern Landscape: Spirituality, Tourism and Politics

A cultural turn in the economy has led to growth in what might be called ‘spiritual entrepreneurship’.1 This term refers to entrepreneurs inspired by a New Age philosophy marketing spiritual values such as ‘self-development’, ‘holism’ and ‘deep values’. To shed light on this type of enterprise, the article examines one of its practitioners; Esther Utsi at Polmakmoen Guesthouse in northern Norway. My focus is on how New Age spirituality is here localized, wrapped in local indigenous culture and landscape, and turned into a commodity with market value for both tourists and conference participants. The staging of spirituality simultaneously involves marketing a vaca- tion destination to outsiders, and is also linked to the formation of a reimagined local identity, and incorporated into the redefinition of images and dreams about the northern region. Keywords: spiritual entrepreneurship, New Age, tourism, indigenous spirituality, local reinvention