DOI: https://www.doi.org/10.36344/ccijhss.2015.v01i02.008

Pages: 63-65

paradigm of mass tourism, stands at a critical juncture. Characterized by high-volume travel, standardized packages and a focus on popularized destinations, mass tourism has yielded significant economic benefits but at a considerable socio-ecological cost. The model is increasingly associated with environmental degradation, cultural commodification, overtaxed infrastructure and economic leakage that often fails to benefit local populations. In response to these challenges, a transformative model has gained prominence: ecotourism. Thus, the paper is an attempt to evaluate the potential of ecotourism as a viable and imperative sustainable alternative the mindful travel. The promise of ecotourism lies in its core principles, which stand in stark contrast to the extractive nature of its predecessor, as ecotourism seeks to minimize the physical and cultural footprint of travel. However, the burgeoning popularity of "green" travel has led to widespread "greenwashing," where conventional operators employ superficial eco-labelling without substantive change. In short, ecotourism offers a profoundly more sustainable pathway for the global tourism industry, as it represents a conscious pivot from the problematic legacy of mass tourism towards a model that values quality over quantity, conservation over exploitation and connection over consumption. The future of tourism depends on te collective ability to make this transition, ensuring that the world's most cherished destinations can be preserved and appreciated for generations to come.