Sure, the glossy pics make it look like everyone’s a beach‑conscious superhero, but the truth is most “eco‑friendly” vacations are just PR. If a resort actually cared, they'd publish hard data on waste reduction, carbon offsets, and local conservation work, not just a filter‑applied selfie. The few that do the right thing tend to be small operators who’re honest about their numbers; big chains usually let the Instagram filter do the talking while the beach still ends up littered. So, if you’re really looking to help, dig into the reports—social media’s pretty good at turning a carbon‑footprint calculator into a pretty emoji.