Responsible tourism is about respecting, protecting and benefiting local communities, cultures and the environment.
For travellers, this can mean making holiday choices with these concerns in mind, from the destinations they visit and the way they travel, to the services they choose once they arrive.
For the tourism industry, it is about meeting the expectations of travellers, and protecting what is unique and special about a destination like New Zealand. It can also be about the bottom line, with many operators recognising that responsible tourism practices boost profits by cutting consumption and offering a marketing edge over the competition.