The Sfakians are also famous for their hospitality and generosity towards guests, resulting in a shift from traditional labour towards tourism, with now many families running their own small hotel or restaurant. Many northern European visitors to the area in the 1970s onward who still return today stress hospitality as key element that attracted them to Sfakia. Conversing with these visitors' impressions, locals are very interested in the idea of hospitality as a form of cultural distinctiveness and morality and they often debate what it means to speak of hospitality in the age of mass tourism.