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Ecotourism holidays float forever in dreamland for many

July 24, 2013 Headline News, Responsible Tourism No Comments Email Email

egtmedia59One in five Australians would like a total ecotourism experience on their next holiday, but only one in a hundred gets to take one.

In the year to March 2013, 20% of Australians aged 14 and over said they’d like a total ecotourism experience, according to the latest findings from Roy Morgan Research. That was the same as in May 2001, so ecotourism is still highly popular. Sidebar LBH 250x250

But then comes the hitch. There’s a big gap between wishing and doing: the dream has become reality for only a fraction of those who are keen to experience nature at its best. Just one in a hundred actually had a total ecotourism experience on their last holiday, a statistic that has also remained unchanged since May 2001.

The market opportunity is blindingly obvious, especially as ecotourists spend more than ordinary tourists: it’s the realisation that needs some work.

“Ecotourism is a lucrative niche market that has huge potential for the Australian tourism industry,” Roy Morgan Research’s international director of tourism, travel and leisure, Jane Ianniello, confirms.

“A large number of Australians would like an ecotourism experience but very few get to enjoy one.

“Eco-tourists are less likely than other tourists to visit holiday hot-spots such as Melbourne and the Gold Coast, and more likely to visit beautiful and often remote destinations in Northern Territory, Tasmania, Western Australia, Tropical North Queensland, United States and Asia. They spend AUD 186 per person per day when on an ecotourism holiday, compared to AUD 160 per day for the average tourist.”

Source: Roy Morgan Single Source (Australia), June 2000 – May 2013, average annual sample n = 22,383.

Written by : Peter Needham

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