I am helping drive a European project with 8 other partners called CAST Creative Accelerators for Sustainable Tourism. CAST champions in particular smart, responsible tourism technologies that will enhance the well-being of communities, support the protection of the natural and cultural environment, recognise product quality and tourist satisfaction and apply adaptive management and monitoring, following the basic principles of sustainable use of resources. We believe that the new generation of tourism orientated start-ups and SMEs will principally include sustainability as a part of their entrepreneurial DNA. We are guided in our efforts by the principles of the 17 Sustainable Development Goals, as defined by the UN. The project activities are specifically tailored to drive start-ups and SMEs whose products, services and business models are ecologically sustainable, economically viable, as well as ethically and socially equitable. The project is co-funded by COSME.