There’s money to be made in eco-friendly tourism. And California wants a piece of the organic pie.

This Thursday, the state Travel & Tourism Commission hosts the inaugural California Sustainable Tourism Summit at Asilomar Conference Grounds in Pacific Grove.

“We know that more and more consumers are becoming concerned about sustainability when they travel,” says CTTC spokeswoman Susan Wilcox. “We thought that it might be a good idea to bring the elements together to talk about best practices, and then market that to the consumer.”

One goal of the summit is to begin creating sustainability standards for tourist-serving businesses. The CTTC, in turn, will promote qualifying businesses to eco-conscious travelers. “We’re going to devise the criteria and make sure people aren’t just greenwashing,” Wilcox says.

Monterey County is a natural choice for the conference location, she adds, in large part because of the world-renowned, conservation-minded Monterey Bay Aquarium.

Local speakers include County Supervisor Dave Potter, who gives the welcome address; The Lodge at Pebble Beach Executive Chef Benjamin Brown, speaking on sustainability in the food and wine industry; and Pebble Beach Company Environmental Stewardship Manager Thomas Quattlebaum, who joins a panel on eco-friendly recreation.

Pebble Beach Co.’s strong summit presence is a reflection of its recent greening push. Four of its golf courses are certified eco-friendly by Audubon International. Among their features: recycled irrigation water, biodegradable cleaners, native plants, recycling and composting, and Integrated Pest Management practices to reduce pesticide use.

Potter says the public’s growing awareness of environmental issues heightens Monterey County’s appeal as a travel destination.

“It’s only once you’re here that you’re overwhelmed by the natural beauty of the area,” he says. “It’s safe to say we’re the eco-tourism capital of the West Coast.”