Sometimes this might sound sanctimonious or a bit po-faced. Those who use the phrase politically correct to denigrate such experiences like to sneer at the terms “ethical” or “responsible” tourism. Critics say that those who promote ethical tourism are snobbish elitists, who are idealising some pristine age before Tuscany, Barbados, or “that little place in Kerala” had been “ruined” by “ordinary people”. The implications are that the holidaymakers who try to be ethical are holier than thou and that their holidays are not really holidays at all but some sort of wearisome social-work project disguised as pleasure.