Jonathan Tourtellot, the CEO of Designation Stewardship and a longtime veteran of National Geographic, effectively illustrates the concept of “overtourism” by pouring a bright red liquid into an overflowing vessel. When transatlantic commercial flight began in 1958, Tourtellot explains, there were 25M annual international tourist arrivals, but by 2010, that number had topped more than one billion. “It’s often said that tourism is the fire that can cook your food or burn your house down,” said Tourtellot. While tourists can help protect historic and scenic areas through their economic support, downsides of this massive industry—which accounts for around 10 percent of global GDP—include pollution and irreparable damage to local cultures. In Tourtellot’s perspective, sustainable tourism means more than recycling and staying in LEED certified buildings. “To be truly sustainable, you want to protect the character of the place that people are coming to see,” Tourtellot said. He believes that staying in someone’s home through platforms like Airbnb or Couchsurfing generates a lighter environmental footprint than staying in conventional hotel. For example, Greek islands like Santorini have to build additional facilities to handle increased sewage and water needs for two months of peak tourism demand, which Greek taxpayers understandably aren’t particularly interested in paying for. If tourists can stay in the homes of locals, this helps mitigate some of the stress on the local population and environment.