For centuries, locals in many Swiss Alpine villages have depended on visitors’ wanderlust to sustain their livelihoods. Based on ethnographic fieldwork conducted in a German-speaking village and tourist resort between 2017 and 2023, this book explores people’s everyday experience of tourism as a volatile yet vital industry, where successes and failures in the past, present and future intersect in puzzling ways. Following ‘native’ locals, migrant hospitality workers from (mostly) Southern and Eastern Europe, as well as tourism lobbyists in this globalized mountain village, it examines how power imbalance among those dependent on tourism elicit different responses to the dilemmas of tourism.