What is ecotourism and why it matters more than ever

The rainforest doesn’t need a five-star resort to be spectacular. A coral reef doesn’t ask for your presence—but if you’re lucky enough to see one, it hopes you’ll tread gently. That’s the quiet ethos behind ecotourism: it’s not travel for the sake of escape. It’s travel for the sake of understanding, connection, and care.

In a world where overtourism has worn grooves into once-pristine destinations and carbon footprints can now be measured in clicks, the question of how—and why—we travel is becoming more urgent. Ecotourism offers a powerful answer, and it’s no surprise it’s growing fast. According to The Business Research Company, the global ecotourism market could reach nearly $300 billion by 2026.

But this isn’t just about market trends or guilt-free travel. It’s about building a rhythm of movement that supports the planet and the people who call it home. And that starts with redefining what it means to “see the world.”

Not all green travel is ecotourism. A recycled-paper hotel brochure or a bamboo straw at the bar might be good gestures—but ecotourism goes deeper. The International Ecotourism Society offers a clear definition: responsible travel to natural areas that conserves the environment, sustains the well-being of local people, and involves education. In simpler terms, it’s travel that regenerates more than it extracts.

That means choosing places where your presence funds conservation, not damage. It means supporting communities that have been stewards of that land long before it appeared on your bucket list. And it means learning—not just seeing.

Ecotourism’s rise isn’t just the result of clever branding. It’s the product of a growing consciousness. The pandemic gave many people pause to reevaluate their relationship with nature, consumption, and what really counts as a meaningful experience. Meanwhile, climate anxiety is pushing travelers to make more values-aligned choices.

But here’s where it gets tricky: the more popular ecotourism becomes, the easier it is to fake. “Greenwashing”—the act of marketing something as environmentally friendly without meaningful substance—is a real risk. It’s why some so-called “eco-resorts” still import bottled water and fly in staff from other countries. Authenticity takes work. And travelers, now more than ever, are learning to ask better questions.

While definitions vary slightly, five principles consistently form the backbone of genuine ecotourism. Together, they shape a system of travel that benefits the planet, its people, and the traveler.

1. Protect the Environment

True ecotourism doesn’t just minimize harm—it contributes to conservation. That might mean directing a portion of tour fees to wildlife protection, helping fund ranger patrols in national parks, or preserving endangered species’ habitats. In some places, like Costa Rica or the Galápagos, the local economy is built around the health of the ecosystem itself. When nature thrives, so do communities.

2. Support Local Communities

Ecotourism centers the people who live where you’re visiting. It funnels money into local guides, community-run lodges, and Indigenous-owned businesses—not international chains. It respects local knowledge as a resource, not a spectacle. And in doing so, it redistributes power back to those who know the land best.

3. Educate and Interpret

An ecotourism experience should teach you something. Whether it’s a guided forest walk that explains how an ecosystem works, or a cultural exchange that shares the traditions of a community, learning is central. The goal isn’t passive observation—it’s thoughtful understanding.

4. Minimize Impact

Low-impact travel means avoiding overdevelopment, staying on trails, not feeding wildlife, and traveling in small groups. It also means choosing destinations and seasons that spread out visitor load, helping prevent “overloving” a place to the point of collapse.

5. Foster Mutual Respect

Ecotourism values culture as much as climate. It involves consent, humility, and a willingness to listen. It resists the urge to simplify or romanticize. And it honors local customs as living, evolving practices—not museum pieces.

Not sure if a trip you’re considering counts as ecotourism? Here’s what to look for:

• A marine conservation tour that funds reef restoration
• A village homestay that uses profits to build local schools
• A national park trek that caps group size to prevent trail erosion
• A kayak trip led by Indigenous guides who share cultural history
• A rewilded forest lodge that runs on solar power and composting toilets

These experiences often come with fewer amenities and more intention. They’re slower, quieter, and more immersive. And for many travelers, they end up being more memorable.

Ecotourism is not:

• A “green” hotel that doesn’t engage the surrounding community
• A wildlife experience that allows direct contact with animals
• A mass-tourism operator that offsets emissions but overuses fragile sites
• A beach cleanup used as photo op rather than long-term solution

Sustainability is a practice, not a performance. Real ecotourism holds itself accountable—not just to guests, but to the land and the people who live there.

It’s easy to think of ecotourism as charity—a traveler giving back. But the truth is, it gives just as much to the traveler. Spending time in protected nature, guided by people who live in it, often shifts how we think. It softens urgency. It sharpens attention. It reminds us we’re part of something larger. Studies have shown that nature-based experiences can boost mental clarity, reduce stress, and even rewire our empathy. Add in the cultural exchange of staying in a community-led setting, and you walk away not just with photos—but with perspective.

Still, ecotourism isn’t a perfect system. When poorly designed or poorly managed, it can backfire. Unregulated foot traffic can erode trails and disrupt wildlife. Mismanaged funds can leave communities worse off than before. And without proper education, even well-meaning visitors can unintentionally harm the very environments they came to appreciate. The solution isn’t to stop traveling. It’s to travel better. To do the homework. To support operators who are transparent about impact, and to ask tough questions when things don’t feel right.

While iconic destinations like Iceland, Kenya, and the Galápagos get most of the spotlight, ecotourism is possible almost anywhere. What matters is the intention behind your choices.

In the United States, Alaska offers vast wildlands with Indigenous-run tours and conservation-focused lodges. Coastal Alabama has become a haven for birdwatchers and wetland conservationists. In Southeast Asia, Borneo’s orangutan sanctuaries and Thai elephant refuges are rewriting the tourism playbook by putting animal welfare first. The point isn’t to fly farther. It’s to connect deeper.

If you're ready to travel more consciously, start with these guiding practices:

• Pack lightly and leave no trace. This includes physical trash, but also social impact.
• Avoid touching wildlife or feeding animals. Admire from a respectful distance.
• Book with local operators. Not just for authenticity—but to ensure your money stays in the community.
• Ask where the money goes. Responsible businesses will tell you. If they don’t, that’s a red flag.
• Learn before you go. About the history, the ecosystem, the people. Curiosity is its own form of respect.

While often used interchangeably, these two terms aren’t quite the same. Sustainable travel refers to the broader philosophy of reducing harm wherever you go—urban or rural, nature-based or not. It’s about reusables, reduced flights, energy efficiency, and low-waste living on the move. Ecotourism, on the other hand, is a subset focused on nature-based, conservation-first, and community-empowering experiences. It’s immersive. It’s rooted in place. And it’s often transformative. The two complement each other. A truly eco-conscious traveler practices both.

What if the best thing you brought home wasn’t a T-shirt or shell, but a new habit? A fresh perspective? A story that shifts how someone else thinks about their impact? That’s the quiet magic of ecotourism. It invites us to not just see the world, but to shape our place within it—gently, respectfully, and with an open heart.

So go. But go slow. Listen more than you speak. And when in doubt, follow this rule: leave it better than you found it. Because the most responsible traveler isn’t the one with the lightest pack. It’s the one who leaves the lightest touch.