The promotion of sound ethical principles would improve the economic well-being of tourism-dependent countries, according to a leading tourism professor. Professor Deon Higgins, who practices at the New York-headquartered Ruder Finn, believes ethics education and training are indispensable tools for the tourism industry. “Unethical conduct often results in negative publicity that can be devastating,” Higgins told delegates attending the recent 19th Caribbean Media Exchange on Sustainable Tourism in Kingston, Jamaica. “I believe that ethics training for sustainable tourism, at every level within the tourist industry, is critical. Effective tourism ethics training, manifested in how we receive and treat our visitors, the conduct of tourism-related personnel – from the point-of-arrival to point-of-departure – can result in a virtuous cycle of positive word-of-mouth that can fuel repeat visits, loyalty and goodwill.” A Certified Compliance and Ethics Professional (CCEP) at Fordham University in the Bronx, Professor Higgins proposes ethics training including a personal ethics self-assessment by managerial staff; the development of vision statements and codes of conduct; the establishment of an ethics office and the development of an organisational culture of ethics.