For a growing number of tourists, a trip to Hawai'i is an eco-vacation. For some, that means a trip geared around nature-related activities, for others it means taking part in a vacation experience based on building environmental and cultural awareness and minimizing damage to areas visited.

However you define it, it is a growing part of the tourism market, and the nonprofit Hawaii Ecotourism Association has set up a review process to ensure that the word ecotourism means what it says. Companies that meet eco-friendly criteria can use the association's logo in ads and marketing materials.

It makes good business sense — tourists who are looking for eco-activities are sensitive to treating the environment in a responsible manner. They will see through it quickly if ecotourism becomes a marketing buzzword with little meaning.

It also is malama 'aina — caring for the land, which is all of our responsibility.

In the 20th century, Hawai'i built its reputation on an allure and a beauty that brought dramatic growth and an urban sprawl.

How wonderful it would be if in the 21st century, ecotourism builds a growing awareness of the need to nurture and sustain Hawai'i's natural resources.