The 7 Deadly Sins of Tourism

A tongue-in-cheek cautionary tale for the travel industry

We all love the romance of travel. The thrill of discovery. The magic of hospitality done right. But behind the glossy image and the brand website, even the best of us can be tempted to take a shortcut. Or fall into the same industry traps we’ve seen play out time and again.

So, in the spirit of reflection (and a little self-awareness), we give you: The 7 Deadly Sins of Tourism.

A not-so-holy guide to what not to do if you’re in the business of travel, whether you’re running a lodge, designing experiences, or marketing a destination.

1. Pride - Thinking your destination sells itself

Yes, you’re in the Okavango Delta. Or the Maasai Mara. Or some pristine patch of paradise where the wildlife practically poses for Instagram. But even the most iconic destinations need storytelling, positioning, and thoughtful guest experience design. A great location is only the beginning. Pride is assuming people will come just because. Humility is remembering that they need a reason to choose you.

2. Greed - Squeezing too much profit at the cost of quality or community

There’s a difference between running a business and running roughshod over the things that make your business viable. When margins become more important than guest experience, guide salaries, or community benefit, we all lose. Greed doesn’t just erode goodwill, it eventually erodes the very product you’re selling. Nobody returns to a place that felt extractive.

3. Lust - Chasing trends, not purpose

Lust is falling head-over-heels for whatever’s fashionable: treehouses, pizza ovens, wellness gimmicks, you name it. The problem? Not every trend fits every place. True desire, the kind that sustains a brand, comes from purpose, not performance. Know what you stand for, and stick to it. Especially when the next “must-have” fad comes calling. Assign a brand ambassador and ask them if this is on-brand or lustful thinking.

4. Envy - Copying competitors instead of carving your niche

Inspiration is one thing. But tourism envy? It’s a slippery slope. Just because your competitor launched a new yoga deck or rebranded as “barefoot luxury” doesn’t mean you should. Great brands aren’t built by mimicry. They’re built by knowing your audience, owning your quirks, and staying in your lane, even when it’s tempting to swerve.

5. Gluttony - Over-tourism and lack of limits

More guests. More tents. More beds. More impact. Gluttony is ignoring the carrying capacity, environmental, operational, emotional, of your space. It’s pushing for growth without pause. But in a world where untouched places are the draw, less really can be more. Sustainable tourism starts with saying no. And meaning it.

6. Wrath - Ignoring guest feedback or staff wellbeing

Wrath shows up in defensiveness. In brushing off negative reviews. In sidelining staff concerns. In “we’ve always done it this way” mentalities. But tourism is a people business. When you stop listening, to guests, to team members, to your own red flags, it’s only a matter of time before the experience suffers. Calm is a competitive advantage.

7. Sloth - Complacency in service or sustainability

Sloth is thinking that what worked five years ago still works today. That your sustainability credentials from 2020 are still current. That guest expectations haven’t evolved. It’s understandable, the pace of change is dizzying. But inaction is its own risk. Innovation doesn’t have to mean reinvention. Just don’t let comfort become a crutch.

Confession time: We’ve all slipped into one of these at some point. The important thing is not to stay there.

At Atisa, we believe good tourism is thoughtful tourism. It’s not just about selling a place, it’s about stewarding it, being the custodian. And sometimes, that starts with a little honest reckoning.

Want help avoiding the seven sins? Let’s talk. We’re here to help you build something with soul.