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Why is rural tourism growing in some “marginal” Asian highlands but not in others? Why, in the regions with growing rural tourism, are “local people” impacted in different ways? Based on qualitative fieldwork research, this paper addresses these issues through a comparison of five highland case studies in India (Kumaon), Nepal (Annapurna), China (Guizhou), Vietnam (Lam Dong) and Laos (Luang Namtha). It tests the following hypothesis among others: What we call eco-ethnicity – the dual visibility of ethnic and environmental identity of a group – explains to a large extent the empowerment of local groups. Being endowed with a significant eco-ethnicity can provide substantial soft power to a group.