This OECD study explains that, when public or private natural areas charge entrance or other access fees to tourists, they in effect sell biodiversity to visitors. This market is perhaps the easiest to create in the context of natural area services, and resulting fee revenues can make substantial contributions to conservation. Indeed, tourism's financial and non-financial benefits often are important justifications for the establishment and management of natural areas. Nonetheless, many areas do not charge fees. Arguments for and against fees are described, and price responsiveness is discussed. Lastly, the conservation contribution of private reserves is reviewed.