The GreenAsia Group recently conducted a presentation on “Green Marketing or Greenwash?” delivered by Amanda Pummer at the 2-day Responsible Tourism Awards 2009 workshop conducted at Istana Hotel, Kuala Lumpur, Malaysia to participants across Asia. Over the last few years, there is a growing awareness on the impact of tourism on the environment and local communities, and more tourists are demanding for more sustainable destinations. A recent survey conducted by the Concerned Consumers Summary, found that 88% of adults said they would find it useful to have information on the impact a holiday will have on the destination’s local economy and on the use of local suppliers and employees. Amanda Pummer described greenwashing as “giving the impression that you’re doing more for the environment than you really are” and highlighted measures that businesses can take to avoid greenwashing and communicate the correct message to their target market.