Since the late 2000s’, the Reindeer Evenki, a small “ethnic minority” of Northeastern China, have been faced with the growing development of tourism in their village. As part of the “Open up the West” policy, ethnic tourism aims at ensuring economic opportunities to Evenki people whose traditional way of life used to rely on the combination of reindeer herding and hunting in the taiga. Summer tourism has led to the transformation of the village, the creation of new attractions and a redefinition of “reindeer culture” by local authorities. First limited to the village during the summer period, tourism has reached some herders’ nomadic camps since 2012. This talk explores the way the “Reindeer Evenki culture” is reshaped and expressed through ethnic tourism on both the sedentary (the village) and nomadic spaces (the herder’s camp). While the Evenki have become the representatives of “reindeer culture,” they are also developing various strategies to benefit from ethnic tourism: changing their nomadic routes to attract more tourists during the summer is one of them.