Green marketing, a strategy that promotes environmentally sustainable products and practices, supports ecotourism by minimising ecological impacts and promoting responsible travel in the world. This study investigated the barriers to implementing green marketing to enhance sustainable tourism practices in KwaZulu-Natal, South Africa. The study used a qualitative approach, conducting semi-structured interviews in person and online with employees from Ezemvelo KwaZulu-Natal Wildlife, the National Department of Tourism, and iSimangaliso Wetland Park. Thematic coding identified five key barriers: high financial costs, inadequate infrastructure, low consumer awareness, inconsistent regulatory frameworks, and insufficient community engagement. Proposed solutions included promoting public-private partnerships, investing in green infrastructure, launching digital awareness campaigns, enforcing standardised regulations, and encouraging inclusive community involvement through capacity building and revenue-sharing models. These findings provide ecotourism operators with actionable strategies to improve sustainability, assist policymakers in developing targeted and supportive regulations, and promote equitable benefits for local communities. The study contributes to green marketing literature by presenting a scalable framework for addressing implementation barriers in biodiverse, under-resourced regions. It also supports global sustainability goals by promoting environmentally and socially responsible tourism. By overcoming these barriers, KwaZulu-Natal can strengthen its position as a globally competitive ecotourism destination while fostering long-term environmental conservation and inclusive socio-economic development.

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