Ecotourism aims to achieve sustainability by conserving the environment and improving livelihoods of local communities. It is defined as responsible travel to natural areas that minimizes negative impacts and provides economic benefits to biodiversity conservation and local people. However, conventional mass tourism often leads to overdevelopment, social/environmental issues, and few local economic benefits. Ecotourism must respect local cultures, empower communities, and generate profits for sustainable development to achieve its principles where mass tourism has failed. Pressing challenges include balancing local control with free trade and setting standards for community interaction.