Just like the limestone that filters impurities out of the famously blue waters in Bonito, Brazil, this region has stopped mass tourism passing through. Thanks to the instigation of an entry voucher system in 1995, all natural attractions in Bonito have daily visitor limits. The income generated from vouchers not only assures their preservation but also funds the verification of tourism activities for best environmental practice. Bonito is proof that a conservation led tourism system which charges a fee to enjoy its natural and cultural heritage, works. It has been voted Brazil’s Ecotourism Destination of the Year for the last thirteen years and people still keep coming. And just like Bonito’s waters, the reasons are perfectly clear.