This article discusses how and why tourist destination can generate income without risking environmental degradation. It is based on a small island in the Netherlands that attracted mass tourism, generated high income, and satisfied tourists' and experts' opinions about environmental
quality of the island over the past century. General lessons are drawn. The key in the development has been the community's strategy that presented the environment as a destination of high value. The strategy enabled regulations and sustainable innovations to maintain environmental quality
as a common good of the island. Stakeholders opt for use of environment in marketing, better facilities, cleaner and safer mobility, and agrotourism. Tests in water saving and marketing indicate benefits of the options. A model on innovators' decision making shows how community determines
sustainability of the destination.
Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.