Most markets are consumer driven. (Unfortunately, modern marketing techniques can often create markets for unnecessary and irresponsible products and activities as can be seen by the increasing number of SUV's on our roads and other developments).

As an individual, you can influence the development of a sustainable tourism and recreational industry by choosing environmentally and socially responsible operators and avoiding activities detrimental to the environment.

Not only are you supporting operators who care and minimise the impact on their surroundings, you are also sending a clear signal to traditional and mass tourism operators to “shape up”. The challenge is to separate the truly responsible operators from those who merely claim to be responsible. This requires some research on the part of the consumer as you cannot always rely on advertising, ratings or certifications.

Two classic examples in our region ( you be the judge!):

• A helicopter operator advertises as responsible environmental steward of the land for not leaving any footprints but absolutely denies the fact that it pollutes and affects wildlife or enjoyment of recreational users and fights all restrictions meant to reduce the impact of its operation on the area…
  
  
• A major hotel chain has received a high eco-rating for most of its properties, but despite environmental concerns and public objections, forges ahead to build a conference centre in one of the most sensitive areas of our National Parks…