The summer's results are radiant, and for Europe we are on record performances. Good news for a tourist economy that was strongly impacted by the crisis linked to the Covid 19 pandemic. Between relief and rejoicing, the debate of overtourism versus sustainable tourism is blended with the indisputable observations of drought and increasingly violent climatic hazards. The professionals in the sector did not wait for these upheavals to commit themselves to a different exploitation of the tourist activity. Although some are still lagging behind, many initiatives exist. Indeed, hospitality is based above all on welcoming and respecting others, an approach that is part of the foundations of CSR.