ABSTRACT
Countless texts on tourism begin with the phrase ‘tourism is one of the world's largest industries.…’ What does this mean for the potential of tourism to contribute to sustainable development and poverty reduction? Proponents of the travel and tourism industry claim that it is well placed to contribute to sustainable development on the grounds that it:
has less impact on the environment than many other industries;
is based on an enjoyment of the natural and cultural environment and so is motivated to protect them;
can play a positive role in awareness raising and consumer education through its vast distribution channels;
provides an economic incentive to protect habitat which might otherwise be converted to less environmentally friendly land uses.
