Uncontrolled mass tourism is not sustainable. As an industry, we should be much better at addressing the challenges that we are facing.  Every year 1.4 billion tourists are travelling. So, one of the key questions for everyone in the travel industry should be: How can 1.4 billion tourists and nature and our planet co-exist? Only by acknowledging that challenge and integrating sustainability in everything we do can we be a catalyst for change. Sustainability should not be a competitive advantage in our industry, it should only be the right to play.