More and more attention is being paid to determining the characteristics of the 'ideal tourist'. Although no definition has the full support of all researchers, the attributes of the 'ideal tourist' include 'high consumption', 'responsibility', 'care', 'inclusion', 'environmental awareness',' cultural sensitivity ',' search for valuable social encounters ', etc. The paper argues that different economic measures serve different purposes and are already insufficient to accurately determine the' ideal tourist '. A framework for determining important social and environmental behavior is presented, which, in addition to economic measures, improve both the notion of the ideal tourist and its inclusion in the field of 'sustainability'. Some possible valuation techniques are also discussed, as well as the inherent challenges of putting the concept of 'sustainable yield' into practice.