Ecotourism has been suggested to be a sustainable form of tourism that should replace mass tourism in order to present a real chance for the protection of nature and culture (Suchanek, 2001). The term “ecotourism” appeared in 1985 but there still exists a lot of confusion about the concept. The World Tourism Organisation (WTO) and United Nations Environment Programme (UNEP) proposed a definition of ecotourism on the occasion of the International Year of Ecotourism in 2002. According to this definition ecotourism should take place in natural areas, it should be sustainable in terms of nature and culture, and it should consider ethical aspects as well as increase awareness towards conservation of natural and cultural assets. Ecotourism should further be small-scale, which means that activities should be carried out in small groups respecting the carrying capacity of local areas. It should also support local people, for example providing economic benefits and employment opportunities. Moreover, the main motivation of the participants should be admiring and learning about nature and local culture. In order to promote ecotourism, a profound knowledge of the ecotourism market is necessary. Based on the model of Stern, Dietz, and Guagnano (1995), the present paper focuses on environmental concern among ecotourists. In addition, the familiarity of the term “ecotourism” was investigated. It was hypothesised that ecotourists are more pro-environmental in general beliefs and specific attitudes towards the relationship between tourism and nature. Ecotourists were also expected to show more ecological behaviour than non-ecotourists. Furthermore, ecotourists were thought to know more about ecotourism. Empirical data were obtained by a questionnaire survey among 43 ecotourists and 78 non-ecotourists including tourists travelling to a city or a spa. All respondents were Swedish and travelled within Sweden. As measured by the Revised NEP Scale (Dunlap, Van Liere, Mertig, & Jones, 2000) it was found that ecotourists scored significantly higher on general environmental beliefs than non-ecotourists. Ecotourists also expressed a more positive attitude towards supporting local people than non-ecotourists. A significant difference in the same direction was found in self-reported general ecological behaviour between the two groups measured by Kaiser`s (1998) GEB Scale. The ecotourism group had more knowledge about ecotourism than the non-ecotourism group. However, in sum, it was found that most of the total sample had either no knowledge or little knowledge about ecotourism. In conclusion, ecotourists seem to be a different type of tourists in terms of their general environmental beliefs and specific attitudes. Ecotourists in addition to choosing a sustainable form of tourism also behave more environmentally friendly in daily life. They also have a more extensive knowledge about ecotourism than non-ecotourists. However, the fact that most of the two groups had no or little knowledge point out the importance of promoting knowledge about ecotourism.