Ecotourism efforts are not only aimed to benefit tourists and the local communities, but also the environment. It allows countries to build their economies without harming their environment, meaning visitors can enjoy the natural beauty of local wildlife and natural landscapes. With a lot of tourists visiting many countries each year, areas need to do what they can to preserve their culture and environment from damage that can result from mass tourism. That is why TAT created the Thailand Tourism Awards in 1996 as a gesture of recognition that builds awareness of responsible and sustainable tourism in the country.