ABSTRACT
Although the notion of sustainable tourism has become fashionable, there remain different approaches and attitudes towards implementing sustainability practices. This chapter investigates two case studies: the protected area known as APFFNT (Area de proteccion de Flora y Fauna Nevado de Toluca) located in Toluca (Mexico) and El Bonito (Brazil). As a case study El Nevado shows how, even if a site is designated as a protected zone or a protected park, this is not enough to maximize its potential. El Nevado, far from being a successful example of green tourism, is a reminder of the importance of the role of the state in organizing a territory. The complexity of sustainability operates beyond the hegemony of lawmaking. The case of El Bonito provides evidence that technology can help to mitigate the negative impacts of tourism on the environment. In many ways, this chapter provides a contribution towards the formation of a green conscience, as the most relevant aspect of sustainable tourism is a commitment to the introduction of ethics as the centrepiece of the entire system.
