Geotourism is "best practice" tourism that sustains, or even enhances, the geographical character of a place, such as its culture, environment, heritage, and the well-being of its residents.

The concept was introduced publicly in a 2002 report by the Travel Industry Association of America (as of 2009 this organization adapted name to U.S. Travel Association) and National Geographic Traveler magazine. National Geographic senior editor Jonathan B. Tourtellot and his wife, Sally Bensusen, coined the term in 1997 in response to requests for a term and concept more encompassing than ecotourism and sustainable tourism.

Like ecotourism, geotourism promotes a virtuous circle whereby tourism revenues provide a local incentive to protect what tourists are coming to see, but extends the principle beyond nature and ecology to incorporate all characteristics that contribute to sense of place, such as historic structures, living and traditional culture, landscapes, cuisine, arts and artisanry, as well as local flora and fauna. Geotourism incorporates sustainability principles, but in addition to the do-no-harm ethic, geotourism focuses on the place as a whole. The idea of enhancement allows for development based on character of place, rather than standardized international branding, and generic architecture, food, and so on.