In Antarctica, ecotourism has grown steadily since the early 1960's and now over 10,000 adventure travelers visit the land of ice each year. Ecotourism, which is broadly defined as ecologically sound tourism, has evolved in Antarctica under strict guidelines due to a variety of measures enforced by different organizations.

The first body created to ensure the protection and regulation of activity in Antarctica was the Antarctic Treaty. Signed in 1959, the Treaty had twelve signatories including Australia, Argentina, Belgium, Chile, France, Japan, New Zealand, Norway, South Africa, United Kingdom, the United States and the former USSR. The Treaty states that Antarctica will remain free of any military measures, weapons testing and disposal of nuclear waste and will be free for scientific investigation, exchange of scientific data, movement of nations working in the region and the preservation and conservation of all living resources. Essentially, it was agreed that Antarctica should be accessible and shared internationally for peaceful purposes only.

Due to the growth of tourism in the 1980's and in the interest of ensuring the sustainable development of Antarctica, in 1991 the Treaty Parties adopted the Protocol on Environmental Protection to the Antarctic Treaty, which designates Antarctica as a natural reserve. While the area is not policed, all visitors are bound by national laws and regulations applicable to activities in the Antarctic.

In that same year IAATO, the International Association of Antarctic Tour Operators was founded by seven private tour operators to advocate, promote, and practice safe and environmentally responsible private-sector travel to the Antarctic. They exist to circulate and promote the Guidance for Visitors to the Antarctic and Guidance for Those Organizing and Conducting Tourism and Non-governmental Activities in the Antarctic, as adopted by the Antarctic Treaty System.

Today, IAATO includes 46 member and associate member companies in the United States, Argentina, Australia, Belgium, Canada, Chile, Germany, Great Britain, Japan, The Netherlands and New Zealand. In addition to supporting and working to enforce the laws of the Treaty, they coordinate itineraries so that no more than 100 people are on shore at any one time in any one place, enhance public awareness and concern for the conservation of the Antarctic environment and support scientific endeavours through logistical support and research. In an attempt to control tourism in Antarctica, IAATO demands that all members and non-member companies alike must submit a qualified Initial Environmental Assessment that is carefully reviewed to ensure that expeditions adhere to Treaty rules and regulations.

IAATO asks operators that tourists are given pre-departure information detailing the Treaty and it's rules and regulations for conduct while visiting the Antarctic and that passengers are given a thorough briefing before landings are conducted on the continent. Some examples of Treaty rules are: absolutely no food or smoking on shore, no dumping (waste) south of 60 S and maintaining a distance of at least 15ft from the wildlife.

IAATO both facilitates getting scientists set up to do research in Antarctica and does research of it's own such as cumulative (tourism) impact studies on wildlife and studies about the transmission of bacteria either to or from the continent. Due to the fragile nature of this special ecosystem and its significance on a global scale, it is critical to safeguard it from impacts and damage.