The main objective of this research was to examine ethnic identities and their impacts in a tourism village. The research results revealed that the Ruammit village consists of Karen, Akha, Hmong and Lisu ethnic groups. Each ethnicity has been passed down from generation to generation. When tourism was brought into the village however, their identities started changing. Linguistically, the northern Thai dialect is used to communicate with lowlanders. In terms of clothing, they tend to dress like lowlanders in their daily lives, whereas ethnic clothings are only worn for important occasions. These changes point to an adaptation of their ethnic identities in accordance with tourism and other contexts that have been influential in their community. However, one element that has not been altered is their awareness about and sub-consciousness relating to their ethnicity. When in contact and while interacting with various groups, their ethnic identities become more distinct in contrary to the fact that they are exposed to tourism and other contexts that may be influential to their community. Concurrently, there is also cultural assimilation among people from various cultural backgrounds.