As the tourism sector faces challenges related to its impact on the environment and society, sustainable travel is emerging as a promising area for investment. The negative effects of tourism, such as CO2 emissions and unfair labor conditions, are prompting the need for innovative solutions. In Spain, anti-tourism protests highlight the urgency for more sustainable practices in the industry. Companies like ZeroAvia are pioneering hydrogen-electric powered air travel to reduce carbon emissions, with plans to introduce zero-emission powertrains for short-haul flights by 2025. Other initiatives, like Brim Explorer in Norway, are focusing on making tourist boats more sustainable by using hybrid and electric engines. These efforts aim to provide a greener travel experience while also enhancing wildlife encounters. Investments in sustainable travel not only address environmental concerns but also offer opportunities to transform the tourism landscape for a more sustainable future.