In an attempt to underline the efforts to preserve biodiversity while still taking advantage of financially lucrative uses of the wild, the present paper functions as an inquiry into the complex dynamics of ecotourism, as an integral part of a pragmatic philosophy shaped by sustainable development. The equation people - environment generates puzzling results when it comes to actually applying the principles of biocentrism within an essentially anthropocentric, consumerist worldview, and there is always a thin line between genuine ecotourism and a photogenic, media-friendly simulation of it.