In recent years, research has shown that a new "sophisticated" traveller, naturally more aware of global responsible principles in their business place and home, is now starting to adopt eco values into their leisure decisions. This holistic approach is not a new one but is a fast growing important lifestyle trend.

The effects of tourism on local communities is an area of concern for any modern day educated tourist, especially those spending money on high end luxurious retreats in far corners of the developing world. People nowadays want to see that their money is not only going towards their soft sheets and deluxe suites but that their chosen hideaway is also contributing to the country in which it is located.

Eco Luxury is a collaboration of the best retreats in the world that combines all that is eco with all that is luxury. One key focus of the project is to allow consumers to see and experience community projects which its members are involved in. Eco Luxury currently has over 90 members who have all had to pass strict criteria which guarantee the properties are focused and committed to the projects they support.

A number of properties in the Eco Luxury portfolio are carrying out ongoing projects to enhance the local community and ensure they benefit from their presence. An example is the Children in the Wilderness programme in two of Eco Luxury camps, the Kulala Wilderness Camp in Namibia and Vumbura Plains in Botswana. It is an environmental and skills educational programme which focuses on the next generation of rural decision makers. These are examples of the few programmes out there which aim to bridge the divide existing between communities and the wildlife. Working with Kulala Wilderness Camp in Namibia, the charity programme aims to restore a sense of hope, purpose and a possibility of a brighter future to Namibia�s vulnerable children. Children in Wilderness through Vumbura Plains in Botswana work to help children whose childhoods have been interrupted and disrupted by life threatening conditions such as illness, poverty and the HIV/Aids epidemic. Guests at both properties can see these projects firsthand enabling them to feel like they are directly contributing to these communities.

The stunning Al Tarfa Desert Sanctuary in Egypt works with the community in a different manner. The lodge was built by local masons and the Oasis�s forgotten construction techniques were reintroduced. This revived several traditional techniques because a large number of families and societies were hired and supported by Al Tarfa to tailor-make the lodge�s building, furnishings and decorating materials. Currently 99% of the lodge�s employees are from the local area.

Eco Luxury is allowing this community focused type of tourism to be more accessible to the consumer and helps ensure tourists receive a more fulfilling holiday experience. Not only is the community involvement important within Eco Luxury but other areas such as animals, architecture and design, energy and initiatives, fauna and flora, local businesses and recycling also play a strong part. Showcased in the form of a book and website (www.ecoluxury.com), the team can help organise a specific itinerary using a number of Eco Luxury properties in a designated area. This ensures guests receive all they desire from their holiday � luxurious accommodation, stunning scenery, five-star service and an all-rounded cultural experience.

- Ends -

For further information and images please contact: Charlie Hargreaves at Small World Marketing: 0845 634 1460, charlie@smallworldmarketing.co.uk

NOTES TO EDITORS: Eco Luxury works by providing a brand name to its members and representing a bench mark in the tourism industry. Members are carefully selected through a specific four stage criteria: 1) natural resources and landscapes; nature preservation as well as reduction in the use of natural resources 2) economic re-investment; re-investment back into the community, helping to find sustainable re-development. 3) Social/Cultural input; are the retreats contributing to a school to educate the local community? 4) Quality of life; do they reach a high standard of service? Are the retreats luxurious and high quality? Once all these areas are fulfilled a retreat can be a part of Eco Luxury.

"The 2009 Eco Luxury publication and the new website, http://www.ecoluxury.com will be a prestigious showcase for the members of Eco Luxury, and will provide information on how luxury tourism is dynamic and sensitive to market trends.� says Enrico Ducrot founder of Eco Luxury. He believes Eco Luxury will take the travel industry into the right direction especially considering the current economic climate.

�New consumer types are gradually taking ground, but this is not the consequence of the annual income level reducing. The effect of the global crisis is accelerating this process. The nature of this historical change is complex but we are all increasingly aware that tourism is at a turning point of an entire development model. I hope that Eco Luxury can always be a mark of reference not only in tourism, but can continue to contribute positively to the success of all those companies who believe that environmental protection is of common interest and non-partisan"