ABSTRACT
This chapter explores how and why not only the increased quantity of visitor experiences offered by the tourism sector to tourists around the world but also the particular characteristics of these visitor experiences explain the difficult relationship, so far, between tourism and sustainable development.
It also shows how these same visitor experiences could become part of the solution. First, visitor experiences could be designed, staged and managed in ways that result in less or no negative impacts without deteriorating the ultimate experience for tourists. Second, visitor experiences could be designed, staged and managed in ways that turn tourism into a force for good from a sustainable development perspective. This chapter shows that doing so without deteriorating the ultimate experience for tourists is actually possible and that integrating sustainability in the design process for visitor experiences could even enhance visitor experiences.
It concludes by stating that adapting tourism to becoming more sustainable is not a mission impossible but, simultaneously, it is also anything but an easy option. It requires carefully addressing sustainability aspects in all stages of designing, staging and managing visitor experiences. It also requires those ‘in power’ to adjust their thinking and develop a ‘willingness’ to do so.
