With positive momentum growing among consumers, businesses and governments to tackle the climate emergency, going beyond sustainability to purpose is essential for rebuilding travel and tourism after the pandemic. It is vital to take a holistic view of the sector’s wide-ranging positive and negative impacts on local communities and the environment for sustainable transformation. With the volume tourism model no longer fit for purpose, destinations should look to become people-centric and climate-smart to elevate the visitor experience and find their unique competitive advantage.