Pressure to make profits and competitive outlooks have left their mark on many of us. Supported by methods such as lean management or reengineering, many people have become hard-hearted, strategy-conscious tourism professionals focused on rational action. However, sustainable tourism development is based on human qualities such as emotions, empathy, cordiality or intuition. In a branch that attaches maximum importance to emotional values, human warmth and situational empathy such qualities should be encouraged and nurtured more.