The issue of scale in ecotourism is addressed, with specific reference to the relative costs and benefits of large versus small-scaled development, tour groups, and tour operators. A case study of two small ecotour businesses operating in the Mundo Maya region of Central America provides pertinent insights through comparison of their organisation, tours, owners opinions, impacts and issues pertaining to the Mundo Maya business environment. Results shed light on important policy, planning and marketing questions relating to ecotourism and sustainable development in this destination, and on the general issue of scale. A framework for research and evaluation of the issue of scale in ecotourism is advanced.