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Over 40 years ago, Tourism Promotion Services, which operates under the name Serena Hotels, set a new standard for tourism. The company's strategy was based on the idea that very few places are bad for tourism and that it's often possible to combine development goals with real economic sustainability and profitability for many stakeholders and places. It set out to bring social, cultural, environmental, and economic development best practices to some of the world's most impoverished, remotest, and appealing yet fragile regions. Serena Hotels uses an ethical framework, in-depth risk and environmental analyses, and a policy of constant innovation to develop its properties in relatively non globalized areas. While minimizing the environmental impact of its properties, it has contributed to economic growth, the growth of tourism and a variety of ancillary services, the growth of local human resources, and the preservation of cultural and natural heritage.