Ecotourism in the city? Toronto’s Green Tourism Association

Applying the practices of ecotourism to an urban environment is a relatively new concept but a concept that merits development in multiple cities. The concept of urban green tourism (urban ecotourism), as pioneered by Toronto’s Green Tourism Association, is a working example that demonstrates how a city can promote itself, individual businesses and attractions to provide a unique tourism experience and generate demand for sustainability. This paper seeks to outline how urban green tourism can be an effective approach to addressing the issues of tourism in cities – growth, waste, etc., and demonstrates how sustainable tourism options can capitalize on the existing features of a city. The association promotes local businesses, organizations, natural and cultural features through its green map, green guidebook and Website to educate travellers and industry toward greener practices.