The chapter proposes a practical perspective for examining the relationship between tourism and sustainability in advanced economies with a particular focus to Europe. European institutions propose a measurement system that, by involving the public and private sectors, investigates the various aspects of sustainability influenced by the tourism activities (ETIS). The diffusion of this methodology, applied for some time by numerous national and international organizations, is proposed as a first step towards the establishment of rules and policy indications consolidated at European level to make sustainable tourism a real tool for territorial development. The role of innovation in the tourism sector is investigated to evaluate its contribution to sustainable development and to economic growth in destination territories.