From Mass Tourism and Mass Culture to Sustainable Tourism in the Post-covid19 Era: The Case of Mykonos Konstantinos Skagias, Labros Vasiliadis, Dimitrios Belias, and Papademetriou Christos 1 Introduction One of the key issues that tourism has to face in the twenty-first century is the impact of mass tourism and how it affects destinations. Indeed, the concept of mass tourism has helped many communities to overcome their financial problems, but in the long run it can create several problems, including a disruption on the way that local people live and a negative impact on the social and cultural values of the destination (Nukoo & Gursoy, 2017). The opportunities and threats which derive from mass tourism depend on how the destination perceives tourism and what resources it has. For example, Lundberg & Ziakas (2018) refer to the case of destinations such as Mykonos and Ibiza where mass tourism is related toh mass culture. Those destinations developed their destination image during the past years based in a number of assets including large parties and gatherings which had a tremendous impact on mass culture. Nonetheless, this image is many cases does not represent the reality of a destination. Destinations like Mykonos have become the “mecca” of mass culture, with emphasis given on rave and music culture, something which shifts away from the image of the destination from the reality of its beautiful beaches, the hospitality of locals, etc. The same happens with other popular destinations, like Goa and Ibiza (Rowe, 2006). Of course, this raises many questions as far as it concerns how those destinations shall develop K. Skagias Aegean Islands, Greece L. Vasiliadis National and Kapodistrian University of Athens, Athens, Greece D. Belias (B ) University of Thessaly, 41500 Larissa, Geopolis, Greece e-mail: dbelias@pe.uth.gr P. Christos Neapolis University, Paphos, Cyprus © The Author(s), under exclusive license to Springer Nature Switzerland AG 2021 V. Katsoni and C. van Zyl (eds.), Culture and Tourism in a Smart, Globalized, and Sustainable World, Springer Proceedings in Business and Economics, https://doi.org/10.1007/978-3-030-72469-6_23 347