Geotourism differentiates itself from ecotourism by focusing on the working landscape of the region. Geotourism is not bounded by a protected or pristine area, but ties sustainability to all aspects of the region where people interact with the environment. This paper suggests that geotourism will emerge as a new way to view sustainable tourism even though the tourism literature is inundated with a variety of sustainable tourism definitions and niche segments like ecotourism. Geotourism is presented as a measurable and concrete concept. The forthcoming Geotourism Survey Instrument is a result of this study.