The chapter reinterprets the question of the first chapter and turns attention to not just why tourists are interesting but what is important for tourists, for researchers and the communities in which they are enmeshed and visit. The authors argue that individuals search for meaning through the world of information as well as well through experiences. Further, the future of tourism is seen as inevitably and powerfully linked to the multiple arms of existing and emerging technologies; such processes shape expectations of service environments and social interactions. For the study of the future of tourism again a powerful role for research about technology is envisaged and the flexibility of working with different research styles rather than restricted paradigms is noted. To explore the significant content opportunities for tourist behaviour research the possibilities for work are linked to the 17 Sustainable Development Goals to provide a structure for work of significance to communities and for tourist researchers’ roles in building better lives.