The tourism industry is at a tipping point. International travel has never been this massive, making more and more countries dependent on foreign visitors. At the same time, travellers have a new interest for slow and meaningful experiences, which has created a new trend called purpose travel. Both developments force tourism companies to change the way they operate, and work on sustainability and profits at the same time. The good news is, that it can be done. You just have to know where to start. I believe that sustainability is the ultimate way to create a futureproof tourism industry and a win-win situation for everyone. I advise tourism companies and travellers, and I share my knowledge, so they can help build a sustainable tourism industry that works for everyone.