The globalisation of tourism and increases in real wealth have meant tourists can take a holiday anywhere in the world, whether it is the North Pole or the South Pole and everywhere in between including a day trip into outer space with Virgin Galactic. Increases in disposal income allow a real change in so-cial order, living standards and the desire for quality of life with tourism at the heart of this change. Against this background the concept of a fluid identity emerges. This trend is about the concept of self which is fluid and malleable in which self can not be defined by boundaries, within which the choice and the desire for self and new experiences drive tourist consumption. However, as wealth decreases this identity becomes simpler, and a new thriftiness and de-sire for simplicity emerge. This paper examines the values, behaviours, trends and thinking of the future tourist, whether it is a fluid or simple identity.