Using a host of international examples from the industry, the media and non-governmental organisations, this intriguing book examines what the advocates of 'new tourism'see as being wrong with mass tourism, looks critically at the claims made for the new alternatives and makes a case for guilt-free holidays. The only book on the market to provide a sustained critique of conventional mass tourism’s own critics, Butcher offers a counterpoint to the moral rhetoric steadily turning travellers into guilty tourists.