Choosing natural areas for holidays is one of the most popular reasons for holidaying in Europe. Consequently, an increase also occurs in associated innovative business ideas; green/slow recreational/tourism activities such as: adventure holidays, nature retreats, wild food tasting and many more. Ecotourism, generally speaking, entails; low-impact behaviour and support towards biodiversity and local cultures. Not only have these types of holidays led to increased awareness and respect for the environment, but they’ve also increased business opportunities.