Importance of Sri Lanka's eco-tourism industry and its new business opportunities 1. Introduction The attitudinal change that has taken place in today's world towards the environment and its security is different from what it was a few decades ago. With the advent of the industrial age, society changed, focusing only on making money and not realizing the devastation or future consequences of the environment, but in the face of recent natural disasters around the world, society has focused on protecting the environment. There is strong opposition within society to all large and small businesses that make money by destroying the environment, and almost all of those businesses or products have been rejected. In such a conceptual change, many companies around the world have to be able to manufacture their products and services in an eco-friendly manner. This eco-friendly concept is widely accepted in every industry today. The tourism industry can be described as an industry that u