In post-World War II in Italy the theme of tourism returned to the public debate, after the twenty years of fascism. On the one hand, the exponents of industrial capitalism expressed their vision of the future of Italian tourism and will propose important investments to support their ideas, also in relation to industrial development. On the other hand, the small family business intensified spontaneous and often disordered development processes. The chapter analyses the debate on environmental sustainability that accompanied the two models in Italy in the years between 1945 and 1970.