It is unfortunately quite evident by now that the concept of sustainable development has been widely abused in the last decades, and that tourism has sometimes participated in an unfounded promotional use of both sustainability and development. The idea of sustainability has been dear to ample segments of advanced societies in the last decades. As the realization that humankind is exceeding the capacity of Planet Earth to cope with population growth and increased per capita consumption of many resources has been spreading, initiatives have been launched to limit predatory use of resources and activities that jeopardize the well-being of future generations and even the survival of advanced human civilization. 

Sustainability in tourism requires a swift paradigm change that will affect not only some superficial behavioural routines in resorts, hotels, restaurants and other tourism facilities but the motivations, type of travel and goals of tourists. The social paradigm for the use of energy and non-renewal resources is quickly changing, and so will the practice of tourism, both because of the different attitudes and motivations of tourists and for reasons of cost, social acceptance and norms. 

The UlyssesFoundation is engaged in the task of disseminating the ideas of real, tangible sustainability, and the best practices, voluntary standards and supporting innovation that make sustainable tourism possible.