Tourism is entering a new era in which success can no longer be measured by visitor numbers alone. Overtourism, seasonality, market instability, climate adaptation, housing pressures and the loss of authenticity are challenging destinations to balance economic opportunity with the wellbeing of the communities that host visitors.

The fourth edition of this book – like those before - is easy to read, very current, and full of references to all the latest research. It contains brand new material on issues surrounding sustainability and AI in the context of customer services.