Eco-tourism is evolving rapidly on the global stage in 2025, driven by growing awareness of climate change, sustainability, and ethical travel.
Key trends include a shift toward regenerative tourism—actively restoring ecosystems and local communities rather than merely minimizing harm—and slow travel, which emphasizes longer stays for deeper cultural immersion and reduced carbon footprints. Digital innovation plays a growing role, with virtual reality tours and tech-enabled conservation allowing travelers to connect authentically with nature and local people before and during their trips. Indigenous-led tourism and community-driven experiences are increasingly valued, reflecting a demand for authenticity and positive local impact worldwide.
In the Asia Pacific region, eco-tourism growth aligns with preserving rich biodiversity hotspots and cultural heritage. Countries like Papua New Guinea, Australia, and Indonesia are focusing on community empowerment and sustainable tourism models to boost local economies while protecting fragile environments. The region’s vast natural resources and cultural diversity make it a vital hub for regenerative tourism practices.
Ruth Bihoro’s work in Morobe sits squarely within these global and regional conversations. By integrating conservation projects such as mangrove rehabilitation and coral monitoring with community-led tourism, she embodies the regenerative and authentic tourism trends driving eco-tourism worldwide. Her emphasis on empowering local people—not just economically but culturally and environmentally—reflects the waxing demand for tourism that fosters genuine local benefit and stewardship.
Ruth Bihoro is a visionary eco-tourism entrepreneur from Morobe Province, Papua New Guinea. As founder of SalaMata Paradise Haus & Tours, she champions sustainable tourism that balances economic growth with cultural and environmental preservation.
Ruth’s work empowers local communities through authentic cultural experiences, youth development programs, and environmental stewardship initiatives like mangrove and coral rehabilitation.
Her leadership fosters community ownership and resilience, ensuring tourism benefits are shared equitably. Driven by a deep commitment to regenerative development, Ruth aims to position Morobe—and Papua New Guinea broadly—as a global leader in eco-tourism that respects nature and uplifts people.
We had a chance to ask her some questions on the work she’s doing in Morobe.
1) How has your work in eco-tourism shaped your understanding of the balance between economic development and environmental preservation in Morobe communities?
My work in eco-tourism has shown me that true economic development in Morobe cannot be separated from environmental preservation. Communities here rely heavily on fishing, gardening, and forestry for survival. If we overexploit these resources for short-term gain, we compromise long-term livelihoods and erase the very attractions that bring visitors to our shores. Through SalaMata Paradise Haus & Tours, I’ve seen that when we integrate conservation practices—such as mangrove rehabilitation, coral monitoring, and sustainable fishing methods—into tourism, we create a dual impact: protecting our ecosystems while generating income through tours, accommodation, and cultural experiences. This balance is fragile, but when managed well, it produces both financial returns and lasting environmental stewardship.
2) Can you share specific examples of how engaging with local communities has enriched the sustainability and cultural authenticity of your eco-tourism project?
Engaging local communities has been the foundation of sustainability in my work. For example:
Village Packages: Our cultural tours are designed and led by villagers themselves, which ensures that the narratives, dances, and traditional knowledge shared with visitors remain authentic.
Youth Development Programs: We use small-scale agriculture projects—like chicken farming and fish ponds—not just to teach income-generating skills but also to demonstrate the interlink between food security and tourism.
Local Craft Markets: By involving women in producing and displaying traditional arts and crafts, we both preserve cultural heritage and provide additional income streams.
These community-driven elements make our eco-tourism experience far more authentic and resilient because the community sees their identity, resources, and knowledge being valued, not exploited.
3) What role do you believe community empowerment plays in the success of eco-tourism ventures, and how have you fostered this in Morobe?
Community empowerment is not just important—it is the heartbeat of eco-tourism success. Without community ownership, eco-tourism becomes extractive rather than regenerative. In Morobe, I have fostered empowerment by:
Establishing a membership system of service providers along the coastline, ensuring local operators—from boat owners to guides—directly benefit from visitor arrivals.
Running training sessions in financial literacy and small business management, which equips community members to see themselves as entrepreneurs and partners in the tourism value chain.
Promoting environmental stewardship programs such as coral and mangrove rehabilitation, which gives community members tangible skills while also reinforcing pride in preserving their natural heritage.
This empowerment model transforms eco-tourism from being “My project” to being a collective community enterprise, where everyone has a stake in both the risks and the rewards.
4) How has the journey of building your eco-tourism resort changed your personal commitment to environmental and cultural conservation in Papua New Guinea?
The journey of building SalaMata Paradise Haus & Tours, and now transitioning it toward a resort model, has deepened my personal commitment to conservation beyond what I had imagined at the start. Initially, my focus was on creating a sustainable business model, but over time, I’ve realized that my work carries a bigger responsibility: to be a custodian of culture and environment for future generations.
Today, I see eco-tourism not just as an income stream but as a tool for social change—reviving cultural pride, protecting fragile marine ecosystems, and providing young people with alternatives to destructive practices. It has also made me more intentional in building partnerships with institutions like universities, government agencies, and development partners to ensure that tourism in Morobe grows in a way that is both profitable and protective.
For me, eco-tourism has evolved into a personal mission: to position Papua New Guinea, starting with Morobe, as a leader in regenerative tourism, where economic progress strengthens—not weakens—the cultural and environmental fabric of our communities.
