Looking to Eastern traditional culture, we find the phrase, “traveling with kindness”, which expresses a new way of thinking about marketing tourism to encourage the localized practice of sustainable tourism. As a campaign theme, it serves to remind travelers of the importance of treating the environment, other people, as well as themselves, with “keenness, goodwill and benevolence” as taught by Eastern traditional culture. In addition to its primary purpose——to develop sustainable tourism——the slogan “traveling with kindness” advocates for people to shoulder personal responsibility for their actions when traveling in order to protect the world around them. At its core, the invitation and practice of “traveling with kindness” is practical and offers exciting, new opportunities for marketing tourism. It will help to overcome many obstacles travelers face when visiting their home country or traveling abroad. The governments, intermediaries, and tourism operators would be guided to carry out their duties while, at the same time, promote the transmission and practice of the “traveling with kindness” message for the benefit of the environment and all people seeking to live in a sustainable world.