Instead the challenge for both the public and the private sectors is to limit the travel industry's more negative effects, usually by controlling the style and location of tourism developments - and managing the intensity of visitor flows - through effective and efficient planning. As long as this occurs, it should be possible to retain the agreement of host communities that the economic benefits to them of travel and tourism genuinely do outweigh any environmental and socio-cultural costs that they may, from time to time, experience.