U.S., March 23 -- Sub-Saharan Africa has enormous tourism potential: leopards lounging in acacia trees, elephant herds drifting across vast savannah plains, gorillas and chimps rioting in deep forests, the earliest traces of human beings and their works. But according to the World Bank, the region receives a mere 3% of global tourism arrivals.

What scares tourists off may have something to do with an unfair, continent-wide reputation for lawlessness. There is a way around this. During the 1970s, entrepreneurs created the idea of eco-tourism as an alternative to the sun and sand package tours that wreaked havoc on the environment and local communities. Perhaps the eco-tourism concept could be expanded to encompass human rights more broadl...