My journey to Jokkmokk was a bit of a rocky one. Thanks to the black-out blinds in Gällivare’s hostel I had the best night’s sleep of the trip so far. Too good in fact, which meant I overslept and missed the train. And so to the coach station and a miserable driver who could learn a thing or two from Björn’s Bus Driving School of Etiquette.
On arriving in the town, I had really good vibes about the place. It was pretty, colourful and there seemed to be a northern soul in the air of this community with plenty going on.
Heading to the hostel, I was ready for a power-nap and a nice warm shower. But unfortunately, it times its morning welcome for the incoming traffic of train travellers and then shuts shop until early evening. That left me with six hours to kill and so the good vibes started to go sour. Slightly unenthusiastic about doing the tourist trail, I opted to spend my time switching between the kitsch internet cafe and the pizzeria-turned pub – the only two haunts to be seen in around here. The only two haunts there are.
Jokkmokk is the so-called Sami capital and keeps the culture alive by honing handicraft skills, which are taught and handed down through the generations. So this is the place to pick up a genuine Sami souvenir. A visit to the impressive Attje Museum tells their story and how today’s community keeps up with the Sami Joneses with their snowmobiles instead of sleighs and the importance of the internet to swap tips on reindeer husbandry.
I skipped the evening’s advertised entertainment at the local cafe where you could ”learn the ukelele in 15 minutes” and opted for an early night instead. I didn’t think ukelele-playing was a particular skill I needed to hone.
Now youth hostelling, on the other hand ,is something of an art for a city girl like me. I’ve been on the road for a week now and already my clothes have that authentically rustic and damp smell about them. Earlier today I had to throw in the towel and by a new one when mine started give off that well-known backpacker essence known as ’eau de dog.’
Still, when Jokkmokk’s hostel finally opened its door, it was a sight for my sore and tired eyes. Åsgård, a former hunting manor, is a beautiful residence with a homely feel and their showers don’t switch between 100 degrees and minus 20 in nought to three seconds. There’s access to all the modern amenities any traveller could ever wish for. Even now, as I type in the TV lounge, a young Swedish couple are struggling to decide which video to watch from the VHS library. It’s a toss up between Home Alone 2 and The Great Muppet Caper.
I would recommend they instead amuse themselves with the board game that was my early evening pasttime. Forget the tourist information office, the best way to learn about the town is to play ’Jokkmokk’s Ambassador’ – think Trivial Pursuit meets Monopoly in a northern Swedish setting.

Jokkmokk's Ambassador: Order taken now for Christmas 2009
You can opt to be a bear, reindeer or a hiker and, by successfully answering questions about Jokkmokk and it’s surrounding area, you make your way around and the winner takes the lucrative title. Local businesses, it seems, have sponsored the game in exchange for advertising; pick up a bonus card and they plug their services while you win two moves forward or a free throw of the dice.
Since I failed to entice a couple of mute Germans to play along with me, or even speak, I won . So as the new Ambassador of Jokkmokk I challenge you to the follow questions that I got wrong. Send in your answers via the comments link and I’ll throw in a Jokkmokk souvenir to the winner.
1. When is Jokkmokk’s famous winter market?
2. Where in Darlana does the Inlandsbanan start?
3. What is the population of Porsi, one of the oldest villages in the Jokkmokk area?
4. How big is the Sarek national park?
The prize won’t be a Sami hand-made mobile phone case which set me back a whopping 650 crowns. I felt sorry for the lonely looking woman in the shop who told me no-one had bought anything for three days. I’m not surprised. That blew the day’s budget which meant I wasn’t dining out tonight and went down to cook something up in Åsgård’s deluxe kitchen.
A lively Danish family were making a celebratory dinner having just completed a week’s worth of the Kungsleden hiking trail. They felt that that warranted an interesting combination of pancakes washed down with red wine and invited me to joint them as a VIP guest. It’s something I should get use to I suppose. Indeed, such is the life of the Ambassador of Jokkmokk.
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