Recent trends in the development of tourism are redirecting attention away from mass tourism toward alternative forms, harmonized with the principle of sustained development of tourism. As a form of alternative tourism, ecotourism is based on combining nature visits with nature conservation. Along with the development of ecotourism, there is also a growing awareness that the receiving population must no longer be viewed as a passive receiver of tourism but as a factor of its development, shaping and sustainability. That is why, in planning ecotourism development, it is necessary to analyze the potential of the local population to take part in its realization. As there has been a lack of research of this problem within our own environment, the work analyzes the results of the research of the ecological awareness of residents of Vojvodina cities in the Danube basin, with special emphasis placed on views regarding ecotourism. The assumption of the work is that, without a developed ecological consciousness and informedness of the local population regarding the potentials and benefits of ecotourism, the development of this branch of tourism cannot be adequately carried out.