By preserving and respecting the socio-cultural authenticity of the host communities will contribute towards providing a more meaningful tourism experience. As often happens when different cultures meet, socio-cultural impacts are ambiguous since these impacts are seen as beneficial by some and perceived as negative by others. These impacts can be contained by maintaining essential ecological processes, conserve the natural heritage and scenic appeal, sustaining the natural habitats, and respecting the local cultures and traditions. “The impacts arise when tourism brings about changes in value systems and behaviour and thereby threatens indigenous identity” (UNEP, 2002). The social and cultural aspects in sustained tourism practices can generate positive impacts and benefits. The cultural exchange between hosts and guests serves as an educational channel, it can foster understanding between people leading to a decrease of tension in the world and thus contributing towards world peace. Another important benefit is in the preservation of cultural and historical traditions such as natural resources, local heritage, local events and festivals, renaissance of indigenous cultures, cultural arts and crafts. Economic Benefits Planning, managing, and implementation of tourism policies, will ensure a viable long-term economic operation. This will contribute towards socio-economic benefits to host communities such as the generation of economic profit for local people, income-earning opportunities and stable employment. The jobs created by tourism can also act as a vital incentive to reduce emigration from rural areas. The main economic benefits of sustained tourism relate to foreign exchange earnings, contributions to government revenues, and the generation of employment and business opportunities (World Travel & Tourism Council, Undated). Foreign exchange earnings relates to the income generation by the host economy, through the importation and exportation of related goods and services and through tourism expenditures. These earnings can stimulate the investments necessary to finance growth in other economic sectors and are of great benefit to the economy. Contribution to government revenues is important for the host economy. A local economy can rely heavily on the tourism industry. Government benefits primarily from direct contributions such as taxes on income from tourism employment and tourism businesses, and through indirect contributions such as taxes and duties levied on goods and services supplied to tourists. Sustained tourism practices will also ensure employment generation. The rapid expansion of international tourism has led to significant employment creation. Tourism can generate jobs directly through hotels, restaurants, nightclubs, taxis, and souvenir sales, and indirectly through the supply of goods and services needed by tourism-related businesses, such as water and electricity, cleaning and telecommunications (UNEP, 2002). Putting Theoretical Principles and Concepts into practice Marketing sustainable travel and tourism appeals to different segments in the global tourism industry. Adopting sustainable tourism practices should bring benefits both to the hosting countries and to the travellers. Sustainable tourism is about sustaining both the industry as a whole, particularly its economic benefits, together with the attributes of the product i.e. social, cultural, environmental and economic on which it is based. The sectors listed below are just some examples of benefits that could be reaped from sustainable tourism. One also has to mention that all these sectors rely on each other and work in cohesion in order to provide the ultimate tourist’s experience. Examples: | 
