In natural protected areas, ecotourism could provide the impetus and economic investment for improved conservation of species and habitats. However, few studies have attempted to characterise sustainable ecotourism and positive examples of ecotourism are still rare. This study conducted a series of interviews at the local, regional, and national level in order to identify general feeling and concerns of government and non-government institutions with respect to ecotourism. Questionnaires were used to assess the extent of fulfillment of ecotourism principles by tour operators in protected areas of La Paz Bay. Government and non-government institutions interviewed expected ecotourism to be a means for regional development, a conservation strategy and compatible with conservation activities. Ecotourism operators surveyed were more likely to be considered ecotourism ventures, reaching on average 10 indicators (sigma approximate to 3, n = 14), and were found to be providing, in some way, benefits to the conservation of the area. Current ecotourism activities may provide benefits for conservation, but are not comparable to the costs involved in the conservation of the protected areas concerned. Hence, current ecotourism activities have not met the expectations of the protected area managers. The role that ecotourism can play as a conservation strategy depends on the strategies designed by protected area managers to take tour operators to share the costs and benefits of environmental services.
