National Geographic’s Center for Sustainable Destinations defines geotourism as tourism that sustains or enhances the geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents. It is the umbrella under which is found ecotourism, sustainable tourism, culture and heritage tourism, culinary tourism and agritourism.

It is a movement that calls upon residents, businesses, civic and political leaders as well as visitors to embrace, celebrate and preserve the unique attributes of a destination.