I recall being at a conference in Rio de Janeiro in 1992 where a discussion took place on the value of learning as part of ecotourism. One of the delegates argued that ‘Learning is what makes it different’. He meant that learning about the natural history attractions we visit is an essential part of the overall experience. Without learning – this includes the emphasis placed on learning by service providers and the willingness on the part of ecotourists to be informed – the experience is diluted. But there are questions. Is it learning about how to be a better climber in Alaska? Is it learning about how to enter a temple in Indonesia? It all depends on how ecotourism is defi ned.