Most tourism today to natural areas is not eco-tourism and therefore is not sustainable. Eco tourism is a way of allowing people to visit these areas of natural beauty without damaging them so that they are there for years to come. It should be about improving the area and conserving it for all.
Many companies are quickly catching on to the fact that they need to street their business in this direction to be able to remain open for years to come. They have also realised that more and more travellers are concerned about the affects tourism has on an area and therefore are more interested in this way of travel.
If you run a business in a tourist area then you can make your sure your business complies with the eco-tourism principles.
Once you have a business that offers eco-tourism products or services you can then chose to join as a member of an eco-tourism group who will often promote your business for you.