The ideas behind ecotourism are not new. Rooted in the conservation and environmental movements in the United States over the past 150 years — spurred by the writings of Thoreau, Muir, and before them, Buddhist and other philosophical ideologies — ecotourism is a new application for an age-old concept of stewardship. It recognizes the interconnections of all life and the importance of maintaining a balance between human needs and those of existing ecosystems. Perhaps Aldo Leopold’s famous Land Ethic best captures the philosophical essence of stewardship: “a thing is right when it tends to preserve the integrity, stability and beauty of the biotic community... it is wrong if it does otherwise. ” In diversity there is stability. Ecotourism is really nothing more than the application of this philosophy to the self-enriching discovery made possible through travel. It is a process and an ethic, not an end in itself.7 Ecotourism (often including rural tourism, heritage/cultural tourism, nature-based tourism, and adventure/experience-based tourism) has demonstrated growth far in excess of the so-called “mass tourism” market by posting 30% annual increases between 1995 and 2000.8 This increase can be compared to the 8% growth in mass tourism over the same period. According to the Travel Industry Association of America, over 50% of the U. S. adult traveling public — 147 million people — have taken an “ adventure ” trip in their lifetime.9 Included on this “adventure” activity roster are camping, hiking and biking. Though a small portion of the overall tourism industry, ecotourism，s profit margin tends to exceed that of mass tourism. Last year, the average ecotourism two-week package cost is $ 3,500.10 Ecotourism has both the potential to change the way we view travel and to provide the means to care for our diverse and rich resources. Western society (about 1. 2 billion people) cannot bring the remaining 5. 1 billion people in less developed countries up to the Western consumptive “standard of living” without exhausting the earth’s resources. 11 Ecotourism creates a situation where both the West and the less developed societies can converge toward the middle. 12 Ecotourism is the “common ground” because it fundamentally changes the economic dynamics of business. 13 Ecotourism recognizes the ecological and cultural costs of doing business as well as champions “local economy”，i.e.，the community becomes strong and cohesive by what’s developed and sustainably managed on a local level. 14 As a part of the service industry，ecotourism promotes what Alan During，in his important book How Much is Enough? calls the “shift from material to non-material ends”. This shift is the only viable way in which human demands made on the environment will not overrun the carrying capacity of the planet.15 Ecotourism is in fundamental opposition to consumption as a means to fulfillment ； rather, the sense of place, the excitement of experience, and the opportunity of learning become the overriding products “sold” to ecotourists.16 These ecotourism “products” are based upon preserving and protecting the original cultures and environments，not upon transforming them into some Disneyland-like fantasy-world. Increasingly，a conservation ethic and a viable process of development have emerged from the ecotourism movement, or perhaps vice versa.17 The ecotourism ethic has been defined by the Ecotourism Society to mean: “responsible travel that conserves the natural environs and sustains the well-being of local people. Ecotourism offers travelers the means to assist personally and locally in the conservation of threatened environments and to support communities directly that are seeking viable economic alternatives to cycles of poverty and environmental destruction. ” This non-profit organization is working to raise public support for implementing ecotourism principles and practices around the world. The concerted effort by policy makers, businesses, recreation managers and organizations such as the World Wildlife Fund and Conservation International to define and make ecotourism a mainstream practice is promising.18 We in the Western industrialized nations have an incredible opportunity for restorative and regenerative change through ecotourism. 19 There seems to be little doubt that tourism will continue to grow； the most important question remains: Will it be ecologically responsible and sustainable? The responsibility clearly rests with ourselves to care for an environmental and cultural diversity which historically we have used merely to serve our needs — and our needs only.20 Ecotourism，as a model，process and ethic，offers an opportunity to put respect for our earth into practice in a way that all people can enjoy its beauty and benefits.