Saving the environment, helping the poor, or achieving some kind of distributional justice become qualities associated with consumer products. Ethical tourism holds precisely this promise: Ethical tourists can not only have their holiday, with all the use and aesthetic values holidays include, but also do some kind of good in the world. By doing so, they can enjoy the additional experience, however temporarily, of feeling principled and moralistic.This promise that all good things can go together is often accepted uncritically.