Many tour operators are taking to Corporate Social Investment as an approach to sustainability agenda. They are doing this by initiating their own company projects as part of a more focused strategy or through partnerships by supporting initiatives that resonate with their policy. Sometimes the selected CSI projects may not contribute to product or services offered by the company being sustainable. For example a tourism business may invest healthcare or water projects in the community. While the investment may be relevant and necessary, does it qualify the company to claim the sustainable tourism tag? Does doing charitable acts qualify a company to claim the sustainable tourism tag? Is CSI synonymous to sustainability ? Should the two be separated by the continuum of giving or a continuum of engagement?