Both biophilia and deep ecology suggest that animals, and among them vertebrates are most important in building positive experiences and emotions towards the natural environment, thus attracting ecotourists. However in temperate zones, not many vertebrates are diurnal and available for direct encounters in the wild. Here the marmot genus, and particularly the alpine marmot is proposed as a model for ecotourism. In fact marmots are among the few mammals that can be easily observed during the day. Some techniques already tested are presented.