Tourism is the number one industry in the world. In developing countries there is inherent exploitation of environments, cultures and economies through the tourism industry. Although shifting to a conventional and unsustainable tourism-based economy will often help develop a country, the negative externalities outweigh the economic gain. As the world is becoming ever-more aware of the need for sustainability, ecotourism is leading the way as the most sustainable travel choice. It is up to the tourist, the host, and world organizations like the International Ecotourism Society (TIES) to transform the travel industry and turn ecotourism into the main form of tourism.