The International Eco-tourism Society (www.ecotourism.org) defines eco-tourism as:

"responsible travel to natural areas that conserves the environment and sustains the well-being of local people",

whereas Ecotourism Australia (www.ecotourism.org.au) has developed standards, certifications and a definition as follows:

"Ecotourism is ecologically sustainable tourism with a primary focus on experiencing natural areas that fosters environmental and cultural understanding, appreciation and conservation".

With over 100 global and national standards and certification schemes, many consumers feel uncomfortable with the term eco-tourism, which is often “abused” by destinations and businesses to boost their marketing results. Some certification programs appear more intent on making money and increasing market share, rather than applying stringent criteria and on-site inspections.

As a result – and in the absence of a creditable global certification standard – it is up to the individual consumer to ask questions and evaluate "eco-tourism"providers on their own merits, rather than relying on marketing hype, labels and certifications, which imply responsible operations but often measure only certain aspects of the operation (such as buildings or certain activities offered).