Most of the tourism sector is held together by a host of unheard voices who make up the largest percentage of the workforce. Hawkers, auto drivers, artisans, small tour operators, vendors, and guides from tourism towns and nearby villages who have been primarily dependent on tourism. These are the sections of the population who have found it extremely difficult to cope with the loss of income from the Covid 19 pandemic, which hit us in the year 2020. While the industry is still going through a difficult phase, inaugural platforms like ITB India gave us an opportunity to come together to think about a way ahead with its theme of “Rebuilding Travel”. The talk, which was streamed on 9th April, 2021, explored ethical principles that seek to create shared values for all tourism stakeholders. Joyatri Ray and KT Suresh of EQUATIONS, Bengaluru drew from 35 years of work on tourism and argued for making ethical choices as we rebuild and reboot tourism.