Tourism is an endeavor pursued by an individual or group of individuals, which leads to a movement from one place to another with the idealism of a specific task, to visit a place or several places whose main purpose is to entertain and increase knowledge of countries, cultures and their history. The phrase "the world's largest industry" is universally used to mention tourism, ensuring its recognition as the largest generator of wealth (over 11.7% of global gross domestic product) and jobs (7% of global jobs); this shows that tourism is indeed an important industry that depends on culture and heritage. (Budeanu, 2002) Vancouver is probably one of the most prevalent tourist destinations in Canada due to many factors, from white-capped mountains to high-energy entertainment, and remembering Vancouver's most recent major event, the Games Olympics; It’s clear that this city undoubtedly has something to offer everyone. Vancouver is considered a developed country; Many people come to the city to be inspired by its beauty, but there is growing concern that expanding tourism is leading destinations, like Vancouver, to squander their cultural identity. In catering to the apparent needs of tourists, they seem to forget their own roots and the culture they were once proud of. What is worrying is the latent conflict between economic and cultural interests, which leads to traditions and customs being sacrificed for the sake of promoting tourism. creating additional economic value at the expense of depleting cultural value. Tourism is a method of demonstrating community pride and teaching others about its wonderful culture. Although tourism is astronomically i...... middle of paper ......-7 6e3dfcd8c82%40sessionmgr11&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29w Z T1zaXRl#db=bth&AN=48793830#db=bth&AN=48793830Morrison, (2003. s of Vancouver real estate market, news and outlook: Retrieved November 17, 2010 from: http://www.realestatevancouver2010.com/market.htmlRyan, C. (1991) Tourism and marketing - a symbiotic relationship? ^ wchp=dGLzVtb-zSk Wb&md5 =73d880153e08b4913ee7d601f49f60fb&ie= /sdarticle.pdfSchloegel, C. (2007). “Sustainable Tourism”, journal of Sustainable Forestry. Accessed on November 17, 2010 at: http://pdfserve.informaworld.com/314885_770885140_902240910.pdf..