<p>Three forces shape life and culture in Westernised societies: a craving for entertainment, a yearning for acclaim, and an obsession with profit. A trip to the Amazon rainforest I took in January 2024 showed me that these three currents also shape ecotourism. Much academic literature lauds ecotourism as an all-around positive enterprise: visitors learn about nature, rural communities are motivated to preserve their ecosystems, and being usually economically poor, locals also find a stable source of income. These studies, however, fail to consider the macro-forces in which ecotourism is embedded and which ecotourism simultaneously reinforces. Drawing on the philosophy of Indigenous intellectual Ailton Krenak in tandem with the Western sociological concepts of ontological insecurity, Disneyization, and consumerism, this article offers a deep critique of ecotourism as a sanitised, mediated, and commodified version of reality that fails to convey the essence of life and, instead, reinforces a modern, atomist, and mechanist view of nature as separate from humanity and a resource to exploit. Entertainment, acclaim, profit, and their convergence in ecotourism are destroying nature. Ecotourism is, in that sense, a prism through which we can learn about Westernised societies and their cultural landscape.</p>