As indications of ‘overtourism’ appear in the Arctic, tourism presents both management challenges and ethical dilemmas, applicable to broader discussions about sustainability within Polar tourism. I argue that mapping value relations can contribute to ongoing discussions for positive ways forwards and that the concept of degrowth holds promise in redirecting tourism to better serve the local community. Tourism has become the largest employer and most rapidly growing sector in Svalbard, taking over from coal mining. Longyearbyen is a small urban centre but nevertheless is the central hub where almost all tourism passes through. Indeed, tourism is how the majority of human relations with its lands, seas, human and non-human inhabitants will be enabled. This paper is centred on charting the transition of Longyearbyen to a ‘tourist town’. Drawing on local voices from 2013 to 2016 and 2019, I use a value-based analysis to assess the changes experienced in the context of wider systems of value at work in Svalbard.
