This paper discusses the case of a recent graduate from a specialized business administration program who joins a family business engaged in the dynamic tourism industry. It shows how this industry is affected by multiple socieconomic factors such as the purchasing power of society, different cultures and concepts of tourism, violence, and the current globalization trend that constantly drives suppliers of goods and services to establish strategic alliances with other stakeholders in the chain of value in one or several industry segments not only to reduce costs, but also to be more competitive and attractive to customers. The new graduate needs to identify the new role of travel agencies within the chain of value in the tourism industry in order to turn his small travel agency into viable sustainable business on a long-term basis.