Book excerpt: Tourism is the world's largest industry. In the past decade it is the natural-resource-based sector that has experienced the greatest growth. In particular, adventure, cultural and ecotourism (ACE tourism): for example, skiing, white-water rafting, whale watching, festivals and fairs. This book provides an in-depth overview of the different operations of ACE tourism. It draws on theory from recreation and leisure studies, tourism, marketing, and environmental management to demonstrate the importance of effective program planning. This is especially significant as industry competition becomes more intense in this growth sector.