This chapter provides an overview of some of the key challenges that face those tasked with marketing responsible tourism. It begins with a brief review of the ethical issues that dominate discussion of tourism's impact, and an articulation of the main drivers for responsible tourism. Stakeholders assert responsible tourism, much of the discussion about responsibility in business and consumer lifestyles can be traced back to George Fisk, who was one of the first to express concern over the global implications of mass production and consumption among the advanced nations of the world. Given that tourism and travel industry actors are increasingly urged to take greater responsibility for their actions, and to rely less on others to deliver positive behavioural change, it is unfortunate that consumers are not rising to the challenge and playing their part to achieve this. Rather, the chapter focuses on how tour operators can use such information to market and promote responsible tourism.