Sustainability is a choice – if we have the courage to make it. Declaring 2017 as the year of Sustainable Tourism has once again served to highlight how unsustainable mainstream tourism is. The peak tourism season this year, saw local residents from many “destinations” across Europe on the streets, protesting. The Venetians, the Spanish – resisting a tourism that was ruining their cities, resisting the knock-on effects of rising rent, over crowding and pollution. They were angry at the loss of a place that no longer felt like their own but one that is constantly changing to accommodate the demands of the burgeoning tourism industry.