Values over value: adding to place rather than extracting from it
David Leventhal challenges tourism’s “growth is always good” mindset, arguing that low-density, values-driven, regenerative hospitality can deliver both better guest experiences and stronger profitability. He explains how Playa Viva optimises resources, rebuilds degraded landscapes, involves local communities, and experiments with inclusive pricing models, while also tackling tough questions on aviation emissions, greenwashing, and how to scale without becoming extractive.