Is Ecotourism Actually Sustainable? How to Tell

A simple guide to what ecotourism is, how it works, and whether it’s really a sustainable way to travel.

The back of Lucy's head as she photographs two scarlet macaws sitting on a wall in Copán Mayan Ruins, Honduras.

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Ecotourism is often presented as the better way to travel – a form of tourism that’s meant to protect nature, support local communities, and minimise environmental impact. But in reality, it can help conservation efforts and provide income for local people when done right, or look very similar to the mass tourism it claims to avoid when done wrong.

We’ve seen everything from genuine community-led eco-projects in remote regions to large-scale “eco” resorts and wildlife experiences that use the label more as marketing than meaningful action. The difference between the two isn’t always obvious at first glance, which is where things start to get complicated for travellers trying to make responsible choices.

In this guide, we break down what ecotourism actually means, how to tell the difference between genuine and greenwashed experiences, and what to look for when choosing ethical tours and stays. We also explore the limitations of ecotourism and whether it can truly deliver on its promise of sustainable travel.

Dolphins swimming through milky blue waters past a boat of tourists in Sian Kaan Biosphere Reserve.

What is ecotourism?

Ecotourism is a nice buzzword that’s thrown around, often to describe a form of travel that focuses on nature, conservation, and local communities.

It’s defined as:

“A type of nature-based activity, in which the visitor’s essential motivation is to observe, learn, discover, experience and appreciate biological and cultural diversity, with a responsible attitude, to protect the integrity of the ecosystem and to promote the well-being of the local community”.
UN Tourism

Ecotourism aligns with sustainable travel principles: minimising negative impact and maximising positive contributions. It also takes into account its three pillars – environmental, sociocultural, and economic – although it is primarily used in the context of the environment. The term “eco” is short for “ecology”, pertaining to the natural world – living beings and the environment.

It’s usually positioned as an alternative to overtourism.

Lucy looking out at the rainforest in Río Cangrejal, Honduras.

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Types of ecotourism

There are over 100 types of tourism, and many of them overlap with, or count as, ecotourism, including:

Agritourism – travel centred around farms and agriculture, where visitors can stay, learn, or take part in rural and farming activities.
Charity tourism – travel that involves supporting or contributing to charitable causes, often through donations, fundraising, or organised trips.
Citizen science trips – travel experiences where visitors actively contribute to scientific research, such as collecting data on wildlife, climate, or ecosystems.
Community-based tourism – tourism run or managed by local communities, where the aim is to ensure benefits stay within the area and reflect local culture.
Conservation tourism – travel specifically designed to support environmental conservation projects, often involving protected areas or restoration work.
Cultural tourism – travel focused on experiencing a destination’s traditions, heritage, arts, and way of life.
Geotourism – tourism that focuses on a place’s natural landscapes, geology, and overall character, while aiming to preserve its distinct identity.
Pro-poor tourism – tourism designed to generate direct economic benefits for poorer communities and reduce inequality.
Regenerative tourism – a newer concept that goes beyond sustainability, aiming to leave a place better than it was by actively restoring ecosystems and communities.
Rural tourism – travel that takes place in the countryside or non-urban areas, often centred around nature, local life, and slower-paced experiences.
Slow tourism – a more mindful approach to travel that prioritises longer stays, deeper experiences, and lower-impact ways of moving.
Sustainable tourism – tourism that aims to balance environmental, social, and economic impacts to meet current needs without harming the future.
Voluntourism – travel that combines tourism with short-term volunteering, often in community or development projects.
Wildlife tourism – travel focused on observing or interacting with animals in natural or controlled environments.
WWOOFing – a form of travel where people work on organic farms in exchange for food and accommodation, typically through networks like WWOOF.

A squirrel monkey peeks its head out from behind two large leaves.

What does genuinely sustainable ecotourism look like?

Choosing genuinely sustainable ecotourism experiences is one of the best ways to be a more responsible traveller. It means visiting natural areas in a way that protects the environment, supports local people, and creates meaningful, low-impact experiences.

This is where the difference between extractive and regenerative tourism becomes important.

Extractive tourism takes from a place, depleting its resources, environment, and culture, often without giving much back.
Regenerative tourism aims to leave a place better than it was before. It supports restoration, conservation, and long-term benefits for both the environment and local communities.

Ecotourism covers a wide range of experiences, and what ecotourism actually means in practice varies depending on who you ask. It’s most easily recognisable in tourist activities that revolve around nature and the outdoors, like:

Hiking and outdoor activities, like kayaking
Guided nature walks and conservation-led tours
Wildlife watching, like birdwatching, safaris, and whale watching
Marine activities, like snorkelling and SCUBA diving
Staying in eco-accommodation or nature-based lodges
Visiting national parks and protected areas
Volunteering or conservation projects (when done responsibly)
Camping and vanlife (when done responsibly)
Sustainable wellness retreats in natural settings
Cultural experiences with local or Indigenous communities

It can also include experiences like community-based tourism projects and cultural exchanges. But these experiences must minimise negative impact and maximise positive impact to be truly “eco”.

Lucy walking on a hanging bridge in a Costa Rican forest.

Benefits of ecotourism

Genuine ecotourism can have real positive impacts, making it one of the most sustainable ways to travel. It can provide funding for conservation efforts, help protect natural areas, and create economic opportunities for local communities. In places where tourism is a major source of income, it can support jobs, infrastructure, and long-term development.

It also creates a financial incentive to protect environments and animals that might otherwise be exploited. When wildlife and natural landscapes are more valuable alive and preserved than they are damaged or destroyed, it encourages governments and local communities to prioritise conservation. This can play an important role in protecting biodiversity and supporting the long-term survival of ecosystems.

Economically, ecotourism can keep money within local communities rather than leaving with international companies via tourism leakage. It can create more diverse and stable income streams too, from guiding and conservation work to small-scale accommodation and locally run experiences.

There are social benefits to ecotourism as well. It can support local and Indigenous communities, helping to preserve traditions, cultural heritage, and ways of life that might otherwise be lost. It also creates opportunities for more meaningful cultural exchange, where tourism is based on respect and understanding rather than consumption.

When done right, ecotourism is low-impact and educational. Experiencing nature first-hand often builds awareness and appreciation, which can encourage more environmentally conscious behaviour beyond the trip itself.

But when done wrong, it can contribute to the negative effects of tourism.

Dan walking with an Ocean Tours Mexico tour group on a path through the greenery of Isla Contoy. Isla Contoy can only be explored with a licensed guide.

Is ecotourism eco-friendly?

Ecotourism is travel to natural areas that aims to minimise environmental impact while supporting conservation and local communities. On paper, it’s eco-friendly.

But in reality, it’s not always that simple. Travel still involves emissions, resource use, plastic waste, and environmental impact, even if the intention is to minimise harm. The basic act of getting to many ecotourism destinations, especially remote ones, often requires long-haul flights or multiple forms of transport, which can significantly increase a traveller’s carbon footprint before the experience has even begun.

Even once you arrive, the impact depends heavily on how the destination is managed. High visitor numbers in fragile environments can lead to erosion, habitat disruption, and pressure on local ecosystems. Some areas marketed as eco are poorly regulated, meaning there’s little control over development, waste management, or visitor behaviour.

There’s also the issue of scale. When a place becomes a popular ecotourism destination, it risks shifting from small, low-impact experiences to high-volume tourism in natural areas, which undermines the very principles it’s meant to support. In these cases, the environmental benefits can be reduced or even cancelled out by the sheer number of visitors.

And then there are eco-resorts or experiences that look sustainable on the surface but still have large environmental footprints behind the scenes. This is where ecotourism starts to overlap with greenwashing, which is a much bigger issue in the industry today.

A "Welcome to Tobacco Caye" sign that informs visitors of the conservation efforts of the local authorities. These initiatives include "Invasive Lionfish Removal", "Reef Cleaning", and "Coral Watch".

Is ecotourism sustainable?

Like most things in travel, whether ecotourism is genuinely sustainable depends on how it’s done and who it benefits. As demand for sustainable travel has grown, so has the opportunity to profit from it. The result is that large companies use buzzwords like “eco” and “green” as a selling point, whether the experience genuinely lives up to it or not.

Greenwashing is a big issue. Resorts might market themselves as eco-friendly while consuming large amounts of water and energy, or being built in fragile natural areas in the first place. Wildlife experiences can be framed as conservation-led, while still exploiting animals for profit, through close interactions, captive environments, or disrupting natural behaviours. Even seemingly low-impact activities like hiking, snorkelling, or boat tours can cause damage when they’re not properly managed.

Overtourism in eco destinations is a growing issue too, with natural areas becoming overcrowded and degraded despite being marketed as protected or sustainable. Increasing footfall can lead to habitat destruction, pollution, and wildlife disturbance.

Tourism leakage can still be a problem, with profits going to international companies rather than staying in local communities. In some cases, destinations can become overly dependent on tourism, making them vulnerable to external shocks and seasonal demand.

There can also be social trade-offs. Culture can become commodified, shaped around what tourists expect to see rather than what’s authentic. Local communities may be displaced to make way for “eco-developments”, and inequalities between tourists and residents can become more visible.

At a wider level, the term “eco” is overused and largely unregulated, making it difficult to know what actually meets meaningful standards. Without proper oversight, profit-driven eco experiences can continue to grow without delivering real benefits.

So ecotourism isn’t bad, and it can have real positive impacts when used correctly, but it’s a label that needs to be inspected carefully. Without proper management, regulation, and accountability, it can replicate many of the same problems as traditional tourism, just under a different name.

The palm trees and roofs of guesthouses on Tobacco Caye, viewed from a drone.

How to tell if an ecotour is actually sustainable

With so much greenwashing in the travel industry, it’s important to look beyond the marketing and check for signs of ethical travel and genuine ecotourism:

Clear conservation efforts – The business actively contributes to protecting wildlife, ecosystems, or natural areas, not just operating within them.
Local ownership or involvement – Local communities benefit directly through jobs, partnerships, or ownership, rather than profits going elsewhere.
Small-scale, low-impact operations – Experiences are designed to minimise environmental impact, with limited group sizes and controlled visitor numbers.
Transparency – The company is open about its practices, impact, and where money goes, rather than relying on vague claims.
Recognised certifications – Backed by credible third-party certifications, not just self-labelled as “eco” or “sustainable”.
Wildlife-first approach – Animals are observed, not disturbed, touched, fed, or forced into interactions, and their welfare is prioritised over the experience.
No unrealistic promises – Experiences don’t guarantee wildlife sightings or overly curated outcomes, as nature isn’t predictable.
Respect for local culture – Cultural experiences are authentic, respectful, and not staged purely for tourists.
Minimal resource use – Efforts are made to reduce water, energy, and waste, especially in accommodation and tours.
Education-focused experiences – There’s an emphasis on learning, awareness, and understanding, not just entertainment.

Lucy sitting on the front of a panga, wearing a life jacket and holding a camera, whale watching in Magdalena Bay.

Sustainable tour operators

We’ve learned that it’s not necessarily the destination or experience that is eco, but the operators behind it. The biggest difference in impact often comes down to who you book with, and there are some incredible companies committing to sustainable travel, including:

Dan and Lucy pose with a group of friends on a group tour at the foot of Arenal Volcano.

Sustainable tourism certifications

Sustainable isn’t a regulated term in most of the travel industry, but certifications and standards can really help in separating meaningful efforts from glossy marketing. Some to look out for are:

They’re good guidance, but it’s worth keeping in mind that some genuinely responsible operators may not have them due to cost or accessibility, while others may meet minimum standards without going much further.

The Quetzal Bungalow in Eco-Hotel Mayachik´, a sustainable hotel in Lake Atitlán.

Conclusion

Legitimate ecotourism can be very sustainable when it is properly managed, and has a focus on education and respect. This type of toursim is not only beneficial for local communities, and the planet, but makes for a more enriching trip. On a personal note, many of the ecotours and sustainable stays we have been lucky enough to experience are some our favourite memories of all time.