This chapter discusses the role of local culture in creating sustainable value for a destination. Ordinarily, researchers consider three dimensions of sustainability: economic, social, and environmental. The social sustainability dimension usually includes culture. Some researchers, however, believe culture should constitute a fourth dimension; this is the topic of this chapter. In this chapter we investigate a case study of a 400-year-old winter market in Jokkmokk, Sweden, examining how Indigenous culture affects the value of sustainability for tourists. Tourists who visited the market are interviewed about what they consider valuable both on their current visit to the Market and on possible future visits to the area. In particular, they are asked what they would wish to experience if they returned to the location at another time of the year and the Market was not their main reason for visiting. The chapter discusses the role that culture plays in sustainability and how value is created in a sustainable way during the Jokkmokk Winter Market. The results demonstrate that the Indigenous Sami culture constitutes the principal attraction for visiting the locale both during the Winter Market and at other times of the year.