This paper examines the role of mountain communities in the promotion of ecotourism in the Annapurna Conservation Area, western Nepal. The term 'tourism' does not exist in the local Nepali language suggesting that the concept is foreign in such cultures. However, in recent years, the herders, shepherds and retired Gurkha soldiers living in the hills and mountain communities of the southern Annapurna region have embraced tourism as a tool for biodiversity conservation, economic development and sustainable community development. This paper discusses the historical perspective of how western trekkers have explored the virgin wilderness area and mountain environment promoting the socio-economic development of these communities. The local communities in partnership with the Annapurna Conservation Area Project (ACAP) of the National Trust for Nature Conservation (NTNC) have become agents for promoting environmentally sustainable tourism destinations in Nepal. This paper also highlights the challenges of managing sustainable tourism destinations and the way forward, through the empowerment of local communities.