The article posits that if the tourist’s lack of being is addressed (as being responsible for mass touristic consumption), a thorough sustainable tourism could be proposed by a conscientious industry of tourism empowered by a social marketing. Many believe that “idealistic values regarding environmental and social goals can be translated into economic assets”. Hence, this article raises the question of whether connecting personal idealistic values, as well as self-realization with social marketing can achieve profound social change. In addition, whether or not the role of social marketing in addressing the tourist’s Girardian lack of being could help in saving us from the “apocalypse. Acquisitive mimesis, sacrificial economics have been thoroughly exposed and clear-sightedly revealed by Girardian scholars such as among others. They have illustrated how mimetic theory was at work in the market economy or liberal world due to the idolatry of the economics. Many scholars did also research on how the lack of being or the ontological disease have been underplay in the modern, liberal word exacerbating violence as epitomized in the economic, political (with terrorism) and environmental crises as crystalized in the last work of Rene Girard & Benoît Chantre’s Battling to the end.  Yet in an attempt to be synthetic, what reunites acquisitive mimesis, sacrificial economics and the lack of being can be encapsulated in the words of Max Sheller: “Man believes either in a God or in an idol”. Flowing from it, your actions depend on what you hold as God or what you idolize. Logically, if your idea of God is violent, anything justifies violence. With neoliberalism as the idolized religion, any industry will be under its “influence”. Because of the idolatry of the economy and its short-term logic, economics and temporal optimization have colonized completely the touristic panoply of activities but also has turned people prisoners of their desires formatted by the models of touristic consumption. The dependency and submission to the market as epitomized in tourism has been reinforced by “the structural context set by powerful corporations, subservient governments and consumerised citizenry. Following Girard, our desire being intersubjective, characters that are not able to break free from the idolatry of the others (whom have become gods in the eyes of one another, will, not only never be self-fulfilled but they will become alienated because of their deviated transcendence. Their cravings or despair stem from their lack of being, lack of true autonomy that is their impossibility to renounce to their dependency on the other’s desires. Back to our tourists, it is this specific unfulfilled lack of being at the origin of the mimetic desire that has a destructive impact on the environment (fauna, flora, the commons) while increasing poverty and decreasing human development. In this case, any person lacking in being and having both leisure time (vacation or recreational time) and purchasing power will go to the tourist facility with the idea of filling his lack of being by moving his being wherever s/he wants. “The selfie in front of the visited sites attests to this, such as the sending of postcards or the purchase of souvenirs. The contemporary tourist is a collector of various destinations: he must have seen the 100 most beautiful sites, the 100 most beautiful monuments, an aurora borealis, a sunset on such and such a beach, a tour of Mont-Blanc, etc. And a collection always needs to be completed, it is never completed: the trap of massification becomes a spiral.