Like Kermit the Frog once sang, “It’s not easy being green” — and taking an eco-friendly holiday is no exception.
The latest findings from Roy Morgan Research reveal that while more than 20% of the population would like a total ecotourism experience for their next holiday, only a tiny fraction have actually had one…
As of June 2015, 21.6% of Australians (some 4.2 million people) agree with the statement, “For my next holiday, I’d really like a total ecotourism experience”, up slightly from 19.3% (or 3.6 million) in the year to June 2011.
But while interest in eco-friendly travel is gradually rising, the proportion of Aussie holidaymakers who lived the green dream (“a real eco-tourism experience”) on their last trip remains extremely low at 1.1%. Whether this is due to a lack of ecotourism options or a lack of affordableecotourism options is debatable, but one thing is for sure: it represents a stunning opportunity for accommodation providers and tour operators.
Certain destinations within Australia are particularly popular with travellers who say they’d like a total ecotourism experience on their next holiday. For example, almost 45% of Aussies planning to go to the Ningaloo/Coral Bay/Exmouth region in Western Australia on their next trip would like their trip to be eco-friendly – more than double the national average.
‘For my next holiday, I’d really like a total ecotourism experience’ by destination intention
Source: Roy Morgan Single Source (Australia), July 2013–June 2015 (n=32,676).
People planning to visit the Dandenong Ranges/Yarra Valley area outside of Melbourne (39.5%), Mt Buller in snow season (38.7%) and Kalgoorlie (38.4%) are also considerably more likely than the average Australian to express interest in a total ecotourism experience.
Curiously, only 12.7% of Aussies planning to visit the Whitsundays — a destination renowned for its natural beauty and pristine beaches — on their next trip show any interest in an ecotourism experience.