Tourism in the 21st century has undergone a profound transformation. As mass tourism fades, modern travellers increasingly seek unique, meaningful experiences that resonate on a deeper, personal level. This book explores the rise of niche tourism-a dynamic, multifaceted phenomenon that rejects traditional "sun-sea-sand" offerings in favor of specialized travel experiences like ecotourism, heritage tourism, and spiritual journeys. It delves into the motivations driving today's tourists, who yearn for authenticity and self-discovery amidst the alienation of modern life. The book's first section examines tourism's complex impacts, offering insights into sustainable practices and the emergence of innovative niches. It highlights destinations and businesses' challenges, from economic pressures to balancing competing interests, while showcasing sustainable initiatives that redefine success in the tourism industry. In the second section, the focus shifts to the interplay between tourists and locals, introducing concepts like the "domestic zoo syndrome" and exploring how exoticism shapes both traveller perceptions and local empowerment. Drawing on ethnographic fieldwork from Brazil and Fiji, it uncovers how informal tourism and creativity reshape cultural power dynamics and foster mutual growth. The final section tackles the disruptive effects of COVID-19 and climate change, analyzing their implications for tourism. To illustrate the role of management in times of crisis, this section presents a case study of dealing with change by examining the cruise tourism industry in the port of Ibiza. Finally, the third section explores the transformative role of technology, from AI and VR to mobile apps, which redefine travel experiences and raise ethical considerations. By investigating these trends, the book offers a glimpse into tourism's future, questioning whether technological advancements can enhance authenticity and personal connection. A must-read for students, professionals