Both Sea Canoe and Siam Safari have won several domestic and international awards for their efforts to promote sustainable forms of tourism: these include a British Airways Tourism for Tomorrow Award, a Best Tour Programme Award from the Tourism Authority of Thailand (TAT), and a Gold Environment Award from the Pacific Asia Travel Association (PATA) (Neale, 1999). As mentioned above, many companies based in Phuket now offer nature-oriented trips, but Sea Canoe and Siam Safari remain to this day the largest, most successful, and most visible ecotourism companies in Phuket. The two companies are also significant because their implementation of ecotourism principles illustrates that, even in cases where business depends on mass tourists staying in resort areas, companies can still practice ecotourism, or at least a ‘soft’ version thereof (Lindberg, 1991; Weaver, 2002b).