To speak today about the future of tourism the most immediate starting point has to be the current disquieting state of the world system. It is becoming increasingly obvious that our current world practices are not sustainable, nor healthy, nor just. As Morgan, Pritchard, and Pride (2011, p. 3) clearly capture, “‘we live in sharply transitional times which may well prove to be one of generational economic and social change during which people, communities and places will need to find alternative ways of living and working”. In this context, a growing number of academic and industry-based research points to an encouraging trend of socially and environmentally conscious hosts and travellers, who employ tourism as a transformative medium to promote sustainable practices and more conscious living on our planet.
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