Launched by Ecotourism Kenya in 2005, the Eco Warrior Awards honour creativity within the tourism industry in Kenya and are meant to inspire innovative actions to protect the environment and integrate local people into the business of tourism. The overall goal is to transform the destination Kenya to a sustainable tourism destination. The award provides Ecotourism Kenya with an opportunity to recognize and reward innovations in sustainable tourism while supplying information on best practices. Among the values emphasized by the award are innovations that respect the environment, local people and cultures, impact on and empower local economies, practice of ecotourism, provide opportunities for linkages with local communities and promote good environmental governance. The winners must demonstrate innovation in any one or more of these areas.