Tourism: A paradoxical challenge for marketing and sustainability

The economic contributions of the tourism industry are essential for many destinations to continue and thrive. However, tourism is intrinsically linked to issues related to environmental damage, and social-cultural effects based on overcrowding and loss of community to name but a few. Here, we present the tourism paradox where tourism is a problem for some but also as a solution for many. In this chapter, we highlight the challenges tourism presents for local populations, the environment, and communities; while also considering the role tourism can play in helping tackle climate issues and other socio-environmental challenges by adopting a more sustainable ethos and approach. We also identify responses to overtourism and undertourism and consider how tourism can be beneficial in its orientation such as the efforts evident in pro-poor tourism, eco-tourism, community-led tourism, and social tourism offerings.