The tourism sector meets new challenges with vast economic, ecological, social, cultural and political changes confronting us. These changes call for the swift development of solutions to mitigate or to adapt to them. They also shape customers’ expectations and quality requirements; we fail to meet those changing expectations at our peril. Globally tourism industry struggles with overcrowding and overtourism, the consequence of our very success as an industry. For example, the cruise industry comes with positive and negative impacts and is one of the hot issues in overtourism discussion. Carbon is one of the key challenges in tourism, not only for transportation, our industry is very dependent on cheap fossil fuels. Now, after the pandemic, it is even more important to build the industry back in a responsible way.