Despite widespread recognition of the importance of all tourism stakeholders adopting sustainability attitudes and practices, with a huge descriptive and prescriptive literature highlighting ‘best practice’, things seem to be getting worse.  While business operators and destination managers seek ways of expanding tourism, there is growing evidence that its continued expansion is now producing diminishing returns for providers and host communities that rely on volume growth to compensate for yield declines, as well as generating increasingly adverse social and environmental costs (TII, 2012). We have reached a fork in the road - - - The Road to Decline (Pollock, 2012) involves ‘business as usual’, ‘saluting while the ship sinks’. Given the forces that underpin continued tourism growth the ‘business as usual’ approach to tourism development can be expected to lead to more adverse environmental and social impacts. Despite the adoption of sustainability practices worldwide, such as Corporate Social Responsibility (CSR) (Lindgreen and Swaen, 2010), Triple Bottom Line Reporting (Dwyer, 2005), and more recently Shared Corporate Value (Porter and Kramer, 2012), there is no indication that tourism’s problems globally are being solved. It is argued that current corporate sustainability and corporate social responsibility efforts are doing no more than inching firms toward reducing their negative impacts, and focusing on becoming ‘less unsustainable’ while overlooking the need to restore and rejuvenate, or move towards becoming ‘‘more sustainable (Ehrenfeld, 2008). Others argue that in many cases, firms espouse these principles but do not apply them in any serious way (Pollock, 2015). Even if a growing proportion of tourism operators were each to reduce the size of their negative social and environmental impacts, the expansion of tourism globally means that the absolute volume of negative impacts will continue to increase. We have every reason to be sceptical that widespread serious adoption of these practices will occur while current modes of thinking prevail.