Over the last decades a substantial and growing societal and academic interest has emerged for the development of sustainable tourism. Scholars have highlighted the contribution of tourism to global environmental change and to local, detrimental social and environmental effects as well as to ways in which tourism contributes to nature conservation. Nevertheless the role of tourist consumers in driving sustainable tourism has remained unconvincing and inconsistent. This chapter reviews the constraints and opportunities of political consumerism for sustainable tourism. The discussion covers stronger pockets and a key weak pocket of political consumerism for sustainable tourism and also highlights inconsistencies in sustainable tourism consumption by drawing on a range of social theory arguments and possible solutions. The chapter concludes with an agenda for future research on this topic.
