Sustainable tourism which is an emerging form of ethical consumption as it adopts environmental, social and economic concerns which are also expressed through the form of consumption. Further, within the sustainable tourism domain I have identified four dominant forces as influencing sustainable tourism which may help to illustrate the parallels between it and ethical consumption. Whilst I also acknowledge there may be additional forces or motivations influencing sustainable tourism in comparison to ethical consumption it would appear that these four forces enable a better understanding of sustainable tourism