ABSTRACT
Almost two decades have passed since the Rio Conference, where the concept of sustainability was adopted by the United Nations as the underlying idea for facing global environmental challenges. At the same time, the UNWTO was promoting and continues to promote the tourism industry as one of the major driving forces for the development of less developed countries. In connecting these two approaches the logical consequence seems to be the creation of a global sustainable tourism industry as a catalyst for a better future throughout the world. The present contribution aims at a critical analysis of the existing opportunities, challenges and possible barriers for such a vision, by taking a look at the historic developments, the actual situation and possible trends in the future.
