Well, in my mind it is tourism that benefits rather than exploits the natural and human environments in areas visited. It is active rather than passive, emphasizing cultural exchange rather than mere sightseeing. If you walk in a wilderness you contribute to erosion and disturb the wildlife. If every place you look in the Masai Mara you see a safari vehicle, there is no sense of being in a wilderness. The fact is the best of modern mankind has not learned to live on our planet without doing a hell of a lot of damage.
Womankind is only a little bit better.
Costa Rica has one of the best nature tourism products in the world. Our great virtue is that we protect over 25 percent of the land in parks or reserves. Yet, there is a tremendous amount of green washing. Consumers can't very well tell what's real and what's not. Not that it makes much difference, because from what I can tell consumers don't really care.