World tourism flows are destined to grow exponentially in the 21st century. In the two most populous countries, India and China, a new middle class is emerging, which will soon be ready to spend and travel. World Heritage sites are a natural draw for cultural tourism, and are the first to find themselves confronted with the increase in tourism. Our ambition is to unite the wish to safeguard the sites and keep them intact for future generations with the possibility of short-term and sustainable enjoyment. In this regard Venice has the most to teach others. The delicate balance between strong tourist interest and the protection of its natural and cultural cityscape obliges Venice to find new solutions, which can be applicable elsewhere.