The quality label for ecotourism Nature’s Best was developed during 2001 and launched in 2002. Since launching, this innovative labelling system has become increasingly popular within the tourism industry and is now one of the leading ecotourism labels in Sweden. It is therefore interesting to study the factors behind the success of the label and analyse why the label has become attractive to the consumers and the tours operators. Conscientious efforts and partnerships at all levels, government support, an easily navigated and attractive web site with tours search functions, an integrated approach and multiple benefits for all parties involved with and affected by the ecotourism are some of main factors that have contributed to the successful development and spreading of the label.