In spite of challenges facing different tourism operators on account of a long supply chain or personal moral values, ethical (or at least responsible) tourism should be adopted by the industry, not as an alternative “niche product,” but as a guiding philosophy in all future market development efforts (ibid.; see also Ryan, 2002, p. 17). With regards to tourism and HIV/AIDS, it is not just a question of numbers – of how many or how few HIV+ cases have been recorded, and whether the same have been acquired/transmitted on account of tourism or not. It is important to realize that tackling HIV after getting infected is an extremely costly affair in all respects; prevention of HIV infection on all fronts is thus the key. According to World Bank, $1 invested in prevention is equal to about $67 saved on care and support (HRLN, 2008, p. 34). Promotion of ethical, responsible and monitored tourism can contribute to the prevention of HIV/AIDS. This type of tourism will also promote: (i) more social justice in local communities, (ii) the preservation of the local culture, environment and ethos, (iii) prevention of moral degradation, and (iv) reduction in the commoditization of women and men. Mass, haphazard, and unethical tourism helps no one, barring short-term gains for a few.

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