Sustainable tourism and ecotourism open new perspectives in tourism due to renewed approaches, another review of resources, other relationships between tourists and hosts. After noting the range of possibilities regarding ecotourism, the objective of this study is to highlight tourism issues in the municipality of Saint-Anne (south of Martinique) - the main tourism municipality of the island. The municipal team runs a voluntary program of sustainable development aiming to inserting tourism into a more global development of the municipality. From theory to practice in the field, the challenges are important in this municipality which is dominated by traditional seaside practices which intends to emphasize ecotourism models.