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Nature-based tourism (NBT) is increasingly promoted as a means to contribute to conservation efforts. However, there is limited understanding of the relationship between environmental education and awareness and conservation attitudes and practices in this form of tourism that centers on green spaces. This study, therefore, aimed to explore this relationship using data from tourism operators and local communities in the Mexican Caribbean and provide useful insights for environmental sustainability in tourism destinations that depend on nature as a critical resource. The study employed a triangulation approach, which involved examination of two sets of data: firstly, household-level survey information from local communities participating in nature-based tourism; and secondly, data from semi-structured in-depth interviews with tour companies operating within the Mexican Caribbean, as well as focus group discussions with key informants including academicians, public-sector stakeholders and other opinion leaders in the tourism industry. Household surveys determined associations between potential predictor variables (environmental education and awareness, local community involvement, costs and benefits distribution) and conservation perspectives and practices in nature-based tourism. Semi-structured interviews and focus group discussions explored participants’ attitudes, experiences and views on environmental education and awareness, nature-based tourism, attitudes and practices towards conservation. Findings demonstrated that direct benefits from nature-based tourism are significant, but do not guarantee positive conservation attitudes and practices among the local communities. Other factors (indirect benefits), such as environmental education and awareness, could be more effective in achieving environmental sustainability and quality in nature-based tourism. It was also found that several tourism operators lack formal environmental education and awareness programs. The study recommends that the entire cycle of using natural resources for tourism purposes and tourists’ interaction with nature be anchored in adequate environmental education and awareness. This research contributes to valuable insights into debates, practices and policy developments related to nature-based tourism as a mechanism for environmental sustainability in biosphere reserves and tourism destinations.