The destinations that will prosper in this new environment are those who can adapt to it and give the new travellers what they want. Even in a smaller world tourism market, and a smaller share for Irish tourism within that market, we can increase the benefits that tourism brings to the country. First, we must stop trying to be all things to all men. At one time, only the numbers counted because the only way to go was up. Attempting to grow Irish tourism by growing the numbers is to rush towards unsustainability. There is a limit, which many would say we have already reached, to the number of visitors who can fit on a small island without radically changing the nature of the product on offer.