The archives are full of newspaper and magazine articles underlining the advantages and benefits of tourism. There is no lack of spokespeople, representatives and defenders. But something is changing, and quickly at that. More and more people have stopped seeing "tourism" as a neutral, clear and agreeable word. You cannot help be scared by the endless queue to visit Gaztelugatxe. Everyone has a friend or relative who has had to leave where they live because of the increase in the price of housing. Local associations and assemblies are more and more worried; reports and opinion pieces have been written; initiatives have started in different places; and even politicians who used to say until recently that cities had to become "world references for tourism" have lowered their tone and started to talk about "sustainability". These are just the first movements, but many have arrived too late to prevent the giant wave from crashing on top of us. Or, at least, to stop us from drowning.