1. contributes to nature conservation and protection;
2. supports the well being of local people, stressing local ownership, as well as business opportunities for local people (especially in rural areas);
3. has an educational component that creates awareness about nature conservation, both for tourists and local communities;
4. requires the lowest possible negative impact on the environment and on the socio-cultural component.

The following principles have been adopted and promoted by the Association of Ecotourism in Romania (AER), based on two international models: Nature and Ecotourism Accreditation Program, developed by the Ecotourism Association of Australia, and Nature's Best, the certification system of the Swedish Ecotourism Association. AER's approach is that these principles should be put into practice by those who offer ecotourism products as well as by those who plan the ecotourism-based development of an area.

1. Ecotourism takes place in natural areas and is based on tourists' direct and personal experience in nature.
2. Ecotourism contributes to a better understanding, appreciation and enjoyment of discovering and protecting nature and traditional local culture, for both visitors and the local community.
3. Ecotourism offers the best tourism practices from the point of view of nature protection and sustainable development. The ecotourism product is developed in such a way so as to protect and highlight the natural environment in which it takes place.
4. Ecotourism contributes actively to the protection of natural areas. Ecotourism offers practical means of protection of natural areas (for example financial help in the actions of rehabilitation of natural areas, litter collection or financial contribution to nature conservation organisations).
5. Ecotourism contributes to the development of local communities in natural areas. Local benefits can be obtained by using local guides, staying in local guesthouses, buying local products or using local services.
6. Ecotourism must ensure the reduction of the negative impact on the local community visited and contribute to the conservation of local culture and traditions. Ecotourism activities offer at the same time a practical long-term contribution to these communities.
7. Ecotourism must respond to the tourists' expectations. Potential eco-tourists have a high level of education and expectations, so the degree of satisfaction in terms of the ecotourism product is essential.
8. Ecotourism marketing offers visitors complete and responsible information which leads to an increase in their respect for the natural and cultural environment of the areas visited and to a higher degree of satisfaction of the tourists.