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Ethics is at the heart of the new business models of Tunisian tourism on the island of Djerba on the horizon of the strategy for 2022–2035. Through interviews with 58 alternative tourism companies in Djerba, this article explores the changes being made to create value through ethically guided thinking. The innovation consists in the dissemination of alternative tourism in different forms: sustainable, responsible, fair, solidarity tourism… as alternatives to mass tourism, which is highly controversial due to its effects on the environment, humanity, and society. This study highlights a link between the values of the company and the added value of the business model. Value is created by managerial innovations often enhanced by labeling approaches. It is captured through networks and providers of the territorial innovation ecosystem, and it is disseminated through communication channels and staff.