The Intenational Ecotourism Society defines ecotourism as "responsible travel to natural areas that conserves the environment and improves the well-being of local people." This means that those who implement and participate in ecotourism activities should follow the following principles:

* Minimize impact
* Build environmental and cultural awareness and respect
* Provide positive experiences for both visitors and hosts
* Provide direct financial benefits for conservation
* Provide financial benefits and empowerment for local people
* Raise sensitivity to host countries' political, environmental, and social climate
* Support international human rights and labor agreements