Yesterday was the tenth World Responsible Tourism Day, celebrated at the World Travel Market in London, but also now recognized globally. The anniversary was seen as a way to take stock, and look at what progress has been made over the last decade(s) and what remains to be done. On both counts, the verdict is ‘a lot’. We have gone from the situation 20 years ago when most people in the industry didn’t know what was meant by responsible or sustainable tourism, to the idea of sustainability becoming an integral part of the business practices of many tourism companies. But with tourism also now at unprecedented levels and forecast to double in size again within the next 20 years, making the industry sustainable in an era when many destinations are already overcrowded and facing great social and environmental impacts, is still an enormous challenge.