In modernity’s tourism, nature is just a resource. In modernity, enterprises exploit human and natural resources, churning out products to feed the modern desire to consume. In the process, people and nature are carelessly ‘used up’. Thus, Brundtland’s famous exhortation for sustainable development (Brundtland, 1987) remains unheeded, and the rhetoric of sustainable tourism (Bramwell & Lane, 1993; Liburd, 2010) has had no discernible effect (Gössling, Hall, Ekström, Engeset, & Aall, 2012). Lifestyle enterprise seems to offer an anti-modernist creed of care. The lifestyle preference for smallness and localness offers promise for sustainability, but the lifestyle is hard to sustain in modernity. In this context, the caring is both precious and precarious. This paper will qualitatively examine six cases of tourism lifestyle enterprise, contemplating the preciousness and precariousness of caring as a balm for the destructive carelessness to nature in modernity.