Ecotourism Ireland is an organisation set up to stimulate the development of ecotourism countrywide. To achieve these ends we have facilitated the development of an ecotourism quality label that we hope will stimulate the development of new ecotourism experiences in Ireland and at the same time defend the ethical values of existing ecotourism operators. In addition the label has been designed to guide visitors travel choices and help them to choose promoters of ecotourism products and the experiences they have on offer.