In this article for The Conversation, Ilaria Pappalepore, Ko Koens, and Shirley Nieuwland argue that the pursuit of economic growth at all costs is no longer sustainable—especially in tourism. Drawing on the persistent challenges of overtourism, they highlight the environmental, social, and cultural damage that unchecked growth can cause. The article calls for a shift in how governments approach tourism, placing well-being and regeneration at the heart of future strategies.