Tourism is a key economic activity that must, above all, serve people and territories. As public managers and political actors, we must ensure that our growth translates into real value for our community rather than just numbers. In Cascais, we are using tourism tax revenue to rehabilitate historical heritage, protect green spaces and the coastline, and support local commerce and sustainable mobility. Our strategy is to ensure that visitors contribute to the maintenance of the town, leaving Cascais better than they found it, and ensuring that tourism serves as a tool to preserve our local identity for future generations.