More and more tourism businesses are voluntarily undergoing audits by certification programs that grant a seal of approval for demonstrated environmentally or socially sound practices. Not only do these labels serve as useful marketing tools, but they can motivate the industry to develop more environmentally-friendly products. They can also help consumers make more informed travel choices. The ultimate success of tourism certification as a conservation tool rests on whether or not it is based on a trusted, reliable standard, and on the degree to which the industry and consumers worldwide demonstrate their support.more information at Rainforest Alliance website