“Why do you do this?” This was the most commonly asked question of One Horizon Africa when it was looking for distributors of its tours. That was less than 10 years ago and long before the travel industry had an epiphany that later called tours like ours “sustainable and/or responsible” tourism. As a Not- for-Profit organisation that conducts tours of its projects that lift people from poverty, the travel industry was simply perplexed by One Horizon. Until we realized that we were speaking different languages. Multinational travel groups are about profit, margins and commissions. That’s fair enough. But One Horizon spoke about community well-being and helping people out of poverty. What the travel industry had been saying to us was, “there is no money in this for us, so thanks but no thanks”. However the desire by tourists to engage in sustainable and responsible tourism existed 10 years ago, it was just denied by the tour groups who wouldn’t back it because it didn’t offer the return that more traditional tourism ventures delivered. How things have changed! Travelers are dragging the travel industry into the 21st century. A more compassionate and educated populace driving the change and demanding opportunities to give back.