Ecotourism's principles clearly distinguish it from conventional mass tourism. Instead of classic tourist meccas, ecotourism seeks out remote locations with strict environmental protections and operates on a small scale. Tourists, businesses, and local residents are encouraged to minimize their impact on the environment by recycling materials, conserving energy and water, safely treating, human waste and properly disposing of garbage, using alternative energy, and building in a manner that fits in with natural surroundings. The financial benefits from ecotourism are passed on to the community through conservation projects, employment, partnerships and local participation in the development and management of local resources. Synonymous with "green" tourism, ecotourism promotes cultural sensitivity and respect for traditions and customs in order to avoid the kind of exploitation that has turned tribal ceremonies into side shows and relics into souvenirs. Last but not least, ecotourism plays a political role in its support of human rights and democracy.

The popularity of ecotourism is a problem in itself. The original ecotourism numbers, deeply committed to conservation and actively engaged in cultural time, were willing to rough it out and go off the beaten path; but now the so-called en masse expect the comforts of home packaged in a pretty setting. A once honored treasure, it has become a commodity and a photo opportunity. Eco-tourists consume more resources and leave a larger impact on the environment. Operators require more land to accommodate this demand. As ecotourism spreads to every corner of the earth, it could end up defeating its original purposes.