Purpose: This paper aims to consider whether developing countries can create viable and sustainable tourism sectors. Design/methodology/approach: To provide a focus and context to answer the question, the introduction to the subject reviews some of the earlier publication relating to tourism in the developing countries beginning from 1950 and notes how many of these publications foresaw the benefits of using tourism as a supportive activity for general development but also indicated many of the challenges and disadvantages the countries faced in so doing. Findings: Looking to 2050, the paper makes two assumptions. First, the demand for international tourism will continue. Second, any future disruption of demand caused by wars, terrorism, epidemics or economic difficulties will be short-term and not as universally disruptive to international travel demand as was caused by Covid-19. The paper concludes that developing countries can create viable tourism sectors but that sustainability is unlikely in the absence of careful and sensitive management of the tourism sector. Practical implications: Tourism development options must be evaluated within the potential and capacities of the individual country. There is no single development model. An important initiative is to help identify and develop local talent for the tourism sector, particularly related to planning, policy and implementation requirements. Government and the private sector should be encouraged to cooperate in development initiatives. Originality/value: This paper provides an “insider view” of the realities of pursuing sustainable tourism development options and the related challenges and opportunities and emphasises the role of government in this process.