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"Conscious Tourism" is an Ecuadorian proposal that originates in June 2011 in the framework of the Ibero-American Conference of Ministers of Tourism, where first introduced this initiative; followed by the Second International Congress on Ethics and Tourism of the World Tourism Organization, in September 2012, which is released by Ecuador definition, which fits perfectly with the Global Code of Ethics for Tourism of the WTO. "A life transforming experience that generates personal growth that makes us better human beings. This new concept is based on the principles of sustainability and ethics and promotes the volcanoes of peace, friendship, respect and love of life as the essence of tourism practice. "Conscious Tourism" includes tourism socially responsible, the sustainable, environment and ethical. In this paper we use data and methodological triangulation to establish the scope of this new initiative, the identification of the factors and variables that constitute it, from the point of view of tourism experts. The main results allow us to conceptualize "Conscious Tourism" as a philosophy, which is an evolution of sustainable tourism, oriented to interest groups such as human beings, local host communities, companies and public institutions. [ABSTRACT FROM AUTHOR]