In 2007, the Mohamed VI Foundation for Environmental Protection has introduced in Morocco the “Green Key” ecolabel, which aims to develop responsible tourism by rewarding and supporting the best initiatives in environmental management in the tourist accommodation sector. And since 2008, the year of the first “Green Key” labeled hotels, the number of labeled accommodations keeps increasing. Is this an indication that tourism businesses are aware of the relevance of good environmental management or is it just an entrepreneurial opportunity that aims to distinguish from competitors and display an environmental ethics of the accommodation establishment or even to attract tourists ever more environmentally conscious, even during their touristic visits?