The Mesoamerican Reef Tourism Initiative (MARTI) is a joint initiative of Conservation International (CI), Amigos de Sian Ka’an (ASK), and the Coral Reef Alliance (CORAL) which aims to see tourism become a force for biodiversity conservation and sustainable community development. MARTI’s long-term mission is to incorporate environmental sustainability into tourism development and business practices in the Mesoamerican Reef Ecoregion. Recognizing that successful partnerships are key to effecting long-term change, MARTI’s strategy is to engage the private sector as well as state and local government, in a multi-faceted and multi-sectoral approach that addresses the three main threats to the reef: coastal habitat destruction, water pollution, and marine habitat degradation. To meet this goal, the MARTI team is actively working to engage the key sectors of the tourism industry (hotels, tour operators and cruise lines) to reduce their environmental footprint and maximize their contributions to protection of the Reef.