Ecotourism is a common conservation and development strategy in the Maya, Forest region. New sites of ecotourism consumption, such as El Rematé near Tikal National Park in Guatemala, are developing in response to consumer demand for budget accommodations in this attractive cultural and natural setting. This study analyzes new ecotourism infrastructure developments in El Rematé for signs that this tourism draws on ecological imagery as expressed in popular media - or popular ecology - not on the natural and cultural ecology of the region that is the target of international conservation efforts. Analysis suggests that ecotourism entrepreneurs who effectively associate their product with texts of popular ecology will out-compete the community ecotourism projects supported by the non-governmental organizations managing the Biosphere Reserves in the region, challenging the success of international conservation and development strategies.