The >150 islands in north-western México are relatively pristine, but may easily be damaged by unregulated human use. Tourists visit many of these islands, but their numbers and impact are unknown. To examine some of the costs and benefits of ecotourism we sent a questionnaire to 42 ecotourism companies that visit islands in north-western México; 29 respondents reported that tourist days on these islands had increased at >7% yr-1, from <15 000 in 1986 to about 47 000 in 1993. Neither government regulation nor cost of trips were reported to be important impediments to tourism growth. In 1993, ecotourist organizations visiting islands reported spending US$3.7 million, none of which went directly to the protection and management of the islands. We provide several management options to increase the conservation benefits of ecotourism and minimize the negative impacts.