This chapter analyses the current consumer demand that exists for ecotourism, sustainable tourism and/or responsible tourism. It reviews evidence from surveys and polls showing that tourists are interested in purchasing ecotourism products. By analysing consumer profiles, developed through market studies, the chapter explores specific niche markets with which the ideals embodied in ecotourism (cultural and environmental awareness and respect, environmental conservation, empowerment for local people) seem to resonate - yielding potentially untapped ecotourism consumers. It then examines the rise in the overall 'responsible' purchasing sector, on the notion that consumers interested in other types of responsible purchasing might also be interested in ecotourism. The chapter then examines the roles of ecotourism certification, and examines consumers' perceptions of certification and their willingness to pay for such quality assurance. Finally, the chapter proposes that travel resources, playing a unique role as a source of information for the pre-departure tourist, are well suited to educate tourists about certified tourism products/services and ecotourism opportunities.