Shades of Green. Greenwashing in the Tourism Industry

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most of the developed countries: they look for development at any 
cost, and this caused many iniquities, social and environmental 
problems. 
 
In the first half of the twentieth century in the United States the 
conservationist movement can be considered the first modern 
environmental movement. They tried to preserve some natural 
ecosystems from human action; some of the initiatives implemented 
by the movement for the protection of the environment still exist 
today, for example the creation of the national parks, and some 
conservation policies. 
In the 1960s the gap between developed and developing countries was 
already outlined, developed countries achieved significant levels of 
consumption and material wealth but on the other hand the 
contamination of the environment led to new health problems. A 
dilemma came to light, how to combat all the environmental problems 
and make economic development compatible with environmental 
quality. The only way to create an alternative was to halt industrial 
development, but neither businesses nor governments were willing to 
take action. 
It is at this point that the environmental movements started to appear 
and started to play a key role in civil society. Many of the these 
movements were sure that a trade-off between environmental 
protection and economic development was possible. Over the years 
they became more influential in politics, they were the seeds of the 
transnational environmental movements we have today. 
In the second half of the twentieth century the discussion about the 
environment became more and more remarkable on the global scenery.