In the new consumerist society in which we are immersed, the landscape is considered a consumer good. For this reason it is necessary to train citizens (potential tourists) in a Education so that a correct use and enjoyment of this "product" is made.

Last year, the European Union named 2017 the "European Year of Adult Education Education " and the UN established the "International Year of Sustainable Tourism" during the same period. All this has been a good opportunity for the tourism sector to expand its contribution to the three fundamental aspects of sustainability: the Economics, society and the environment. Today's tourist has nothing to do with the one of several years ago and to understand all this we have to go back to the programs of study of the great humanists of history.

Petrarch, lyrist and humanist, was the first traveler to appreciate the landscape. In the 14th century he was the one who made the first interpretations of the aesthetic and visual qualities (beauty, venustas) as opposed to their traditional economic quality (utility, utilitas) of the territories he had visited. At that time the traveler considered the beauty of these territories more important than their utility. However, the status changed completely with the development and the mass tourism of the last decades of the 20th century. We find that the tourist is no longer a mere observer, but "exploits" the landscape he observes. At this point, a reflection is in order: How can the idea of beauty related to the landscape be constructed today in a balance with the current tourist demand?

One might think that the only answer we are referring to is to bet on sustainable architecture, but is it really this architecture that educates the tourist? How do we teach him to observe it, and thus to value it as some travelers of the fourteenth century used to do? There are possibilities to act by achieving not only a sustainable architecture, but also that this sustainability is present in landscaping and urban planning.

Thanks to the proposal of Horizon 2020, framework Program of research and Innovation of the European Union, we currently have the opportunity to find new paths within the preferential lines of social challenges, improvement of welfare and sustainability. The protection and action in the landscape is also framed in the areas of work contemplated by the agreement European Landscape and in the European lines of teaching through the internship of project promoted by the EAAS (European Association of Architectural Schools).

It is necessary to educate and raise awareness in society in a new environmental Humanities , which propose strategies for ecological empathy to promote our transition to more tourist, but also more sustainable societies. Educating and making future professionals aware of the current status is part of the university's mission statement and for it to be viable, there must be a dialogue that involves agents such as companies and institutions related to tourism with the goal to achieve real changes and benefits.

 On the other hand, it is also important to provide architects with the necessary tools from management to be able to carry out these strategies. After all, they will be responsible for proposing and managing action projects, focused on building healthier and more sustainable environments, with a common denominator: protect, regenerate, enhance the landscape and leave an open path for future tourism proposals or developments.