I think one of the most disappointing things I learned while in school for Tourism and Hospitality Management was that, in the vast majority of cases, ecotourism is a total sham.
I mean, the “tourism” part of ecotourism is very real. But the “eco” part? Yeah, that’s generally just clever marketing. In most cases, the term “eco-tourism” is just used to attract conscious travelers who care about sustainability. Unfortunately, most of the places that claim to be “eco-tourism” activities are far from ethical or sustainable.
Today, I want to tell you the truth about ecotourism, how it’s often greenwashed, and what you can do to make more informed travel choices.
What Is Ecotourism Supposed To Be?
Originally, ecotourism was created as a way to provide sustainable, nature-based tourism experiences. The key word here is sustainable—meaning that it supports and sustains the environment, the local community, and the local economy.
Actual, real ecotourism focuses on:
- Protecting and preserving the environment.
- Empowering local communities by keeping tourism dollars local.
- Supporting the local economy through fair wages and community development.
Unfortunately, as the popularity of nature-based travel experiences has grown, so has the misuse of the term “ecotourism.”
Ecotourism and Greenwashing
The ecotourism industry as a whole has become an unfortunate victim of greenwashing. So what is greenwashing?
Well, greenwashing refers to the practice of making false or misleading claims about the environmental benefits of a product or service. In the context of ecotourism, this means companies misrepresent their activities as environmentally or socially responsible when they are not.
Take Southeast Asia’s elephant bathing experiences as an example. These companies market themselves as “ethical alternatives” to elephant riding or circus-style shows. But here’s the catch: the same people who run the unethical elephant riding camps own many of these businesses. The so-called “ethical” experiences are simply a way to rebrand and target well-meaning Western tourists who are looking for eco-friendly options.
American-owned Operations in Foreign Countries
Greenwashing isn’t just limited to misleading claims about environmental impact. It also extends to how money flows in and out of these businesses. For example, in Belize, which is marketed as a top ecotourism destination, many of the businesses labeled as “eco” are owned by Americans or other foreign entities.
Here’s why that’s a problem:
- Tourism dollars don’t stay local. Instead of benefiting the community, the money goes back to wealthy business owners abroad.
- Employees are underpaid. Workers often earn minimum wages, leaving them unable to support their families or invest in local conservation efforts.
- Communities are left vulnerable. Without adequate economic support, residents may resort to activities like illegal hunting or fishing just to survive.
In short, these types of businesses fail to meet the core principles of sustainability: they don’t sustain the community, the economy, or the environment. Not to mention the fact that these sorts of American-owned companies have a bad habit of using their large marketing budges to bury local businesses. Case in point, the Community Baboon Sanctuary in Belize, an actual ecotourist attraction that has to deal with larger tour companies coming through to show off their monkeys to tourists without supporting the sanctuary.
What Does Real Ecotourism Look Like?
The good news is that true sustainable ecotourism does exist. Places like the Community Baboon Sanctuary in Belize or the Cozumel Coral Reef Restoration Program in Mexico are good examples of real ecotourism. However, it’s important to remember that just because an activity is nature-themed or outdoors doesn’t automatically mean it’s eco-friendly.
Here’s how to identify legitimate ecotourism experiences:
- Look into ownership. Who owns the business? Is it locally owned or foreign investor operated?
- Check for community involvement. Is the business actively engaging with the local community? Are they creating jobs, paying fair wages, or funding local development projects?
- Ask about conservation partnerships. Are they working with the government, NGOs, or conservation organizations?
- Look for tangible results. True ecotourism businesses should have evidence of their positive impact. For example, they might fund wildlife conservation, support local schools, or help reforest degraded areas.
Remember, if a business is genuinely eco-friendly, they will have proof of their efforts. You should be able to find transparent information about how they are benefiting the environment and local people.
How You Can Make a Difference
As a traveler, you have the power to demand better. Here’s how:
- Do your research. Before booking a tour or activity, investigate the company’s ownership, partnerships, and impact.
- Spend locally. Support locally owned and operated businesses.
- Ask questions. Don’t be afraid to ask tour operators about their sustainability practices and how they benefit the environment and community.
- Avoid harmful practices. Steer clear of activities that exploit animals or damage ecosystems, even if they are marketed as eco-friendly.
Nature Conscious Travel Matters
While the term “ecotourism” has been watered down, the concept of sustainable travel is more important than ever. With 87% of tourists wanting to travel more sustainably, it’s clear that travelers care about making a positive impact.
By being conscious and informed, you can support real ecotourism initiatives that benefit the environment, empower local communities, and create a better future for all. Together, we can move beyond greenwashing and make sustainability the standard—not the exception.
