Tells the stories of over 30 inspiring companies around the world that are among the ethical leaders in the industry. The broad positive message is encouraging; each of the companies seeks to live up to the highest standard. We tell the steps they have taken and what has motivated them or enabled them to pursue such noble aims. This book builds on our earlier book The Good Company: Compassionate Companies that are Changing the World. The book begins with a discussion of the principles of sustainable tourism and the strategies that underlie enterprises that follow these principles considering the economic effects, environmental and ecological impacts as well as social and cultural contributions that companies may make.