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Tourism—once an activity reserved for the wealthy—has evolved into a booming industry that contributes massive amounts of money to the world economy. It generates millions of jobs and moves billions of people across the globe. While it is an important source of income for cities and regions, there is growing concern for how overtourism is exerting pressure on urban areas as well as vulnerable ecosystems. In order to rethink tourism we need to address these contradictions and come to an understanding of how it can acquire a social and ecological dimension that benefits both the locals and the visitors as well as the natural environment.