New research into mass tourism in the Mediterranean signals an urgent need for the industry to adopt greener practices, according to the World Wildlife Fund. The organisation says that the period up to 2005 will see a massive surge of new tourism development; the Mediterranean in particular is theatened by a growth in resorts, hotels and holiday homes. According to WWF, mass tourism is one of the main drivers of coastal and marine degradation in the Mediterranean: Unless tour operators specifically start taking sustainability seriously, then they are really beginning to kill the goose that lays the golden egg. Popular destinations for Britons, such as the Balearic Islands in Spain, are also important for sperm whales and sea turtles which suffer from increased fishing and pollution. Newly hatched turtles are particularly in danger, being attracted by the bright lights of hotels rather than swimming out to sea. Justin Woolford, tourism policy officer for WWF-UK says the Med is the leading tourist destination in the world, but also a region of outstanding biodiversity and cultural features: Every year 11 million Brits holiday in the Med. If we are to halt and reverse the decline of nature in the region then the industry must adopt and encourage more responsible tourism practices.