In today’s world of growing concern over the social and environmental effect of tourism, the responsibility for the future of our society is moving from simply relying on our political leaders and interest groups towards the concept that corporations also need to be socially responsible for their actions.  With the global reach of tourism comes a responsibility to those places and people that constitute our ‘product’ – the stakeholders.  This paper explores the notion of stakeholder theory within the realm of Corporate Social Responsibility by studying the case of travel publisher Lonely Planet, looking at its internal and external stakeholders and their concepts of the social responsibility of the organisation.