Garrett

Developing Nature-Based Tourism Opportunities : 

Developing Nature-Based Tourism Opportunities NaTour COMMUNICATIONS Jeremy Garrett, President

Quick Definitions : 

Quick Definitions www.NaTour.us Nature Tourism: Tourism showcasing nature Ecotourism: Nature-based tourism that primarily benefits local needs and interests Agritourism: Tourism that showcases agricultural products and destinations Cultural / Heritage Tourism: Tourism concentrating on local history and culture Adventure Tourism: Tourism with an element of risk, generally human-powered ALL TOGETHER: “Experiential Travel”

Nature Tourists –Why All the Fuss? : 

Nature Tourists –Why All the Fuss? www.NaTour.us

U.S. Wildlife Watching : 

U.S. Wildlife Watching www.NaTour.us 71.1 Million people (31% of population) over 16 fed or observed wildlife 23 Million (10% of population) took trips for the primary purpose of observing, photographing or feeding wildlife California ranks FIRST in the country for In-State Wildlife Watchers (6.2 Million) Source: 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation – U.S. Fish & Wildlife Service

Percentage of U.S. 16 & OlderParticipating in Birdwatching : 

Percentage of U.S. 16 & OlderParticipating in Birdwatching www.NaTour.us Source: 2006 National Survey on Recreation and the Environment

Wildlife Watching Expenditures : 

Wildlife Watching Expenditures www.NaTour.us Trip expenditures per participant: $560/year Average Trip expenditures: $37/day Source: 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation – U.S. Fish & Wildlife Service

California Wildlife Economics : 

California Wildlife Economics www.NaTour.us California ranks FIRST in the nation for its wildlife economic output: $4.2 Billion in Retail Sales $7.9 Billion Total Economic Impact $2.9 Billion Salaries; 71,589 Jobs $694 Million State & Local Taxes, $662 Million Federal Taxes Source: 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation – U.S. Fish & Wildlife Service

Who Are These Nature Touristsand Experiential Travelers? : 

Who Are These Nature Touristsand Experiential Travelers? www.NaTour.us

Tourism Trends -- What We Know : 

Tourism Trends -- What We Know 76% of Americans like to visit new places 71% don’t want to damage a destination during their visit 61% feel travel experience is better when the destination preserves natural features 57% are attracted by an area’s culture 48% are interested in remote and untouched destinations 44% like to learn new skills or engage in new activities during their trip Source: 2002 Geotourism Survey, National Geographic www.NaTour.us

The Rise of Cultural Creatives : 

The Rise of Cultural Creatives 26% of U.S. (50 Million) changed values since 1970s, creating Cultural Creatives Over 80% of this group Like what is foreign and exotic See nature as sacred Hold general pro-environmental values Believe in ecological sustainability Want to rebuild neighborhoods and communities They seek: Organic/Exotic Foods, Quality Books & Informational Radio, Health & Spirtuality Products, Personal Growth, Knowledge, Ecotourism Source: Cultural Creatives, Ray & Anderson, 2000 www.NaTour.us

Characteristics ofEntry-Level Bird Watchers : 

Characteristics ofEntry-Level Bird Watchers www.NaTour.us Female Between 40 to 59 years old Birds up to 10 days/year; engages in related activities such as walking for pleasure, visiting nature centers Lives in a suburban area Modest- to middle-income standard of living May not have college degree Source: H. Ken Cordell, Nancy G. Herbert, USDA Forest Service

Characteristics ofExperienced Bird Watchers : 

Characteristics ofExperienced Bird Watchers www.NaTour.us Male (but percentage of females increasing) 30% are 46 to 55 years old 77% have college degree Average family income $60K 85% travel out of their state to bird Bird for enjoyment, education and because of an interest in conservation Source: American Birding Association

Nature Tourist Demographics(Great Texas Coastal Birding Trail) : 

Nature Tourist Demographics(Great Texas Coastal Birding Trail) www.NaTour.us Source: Avitourism in Texas, 1999 Type (n=1828 to 2100)

California Wildlife Enthusiasts : 

California Wildlife Enthusiasts www.NaTour.us Source: 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation – U.S. Fish & Wildlife Service

Experiential Tourists Seek: : 

Experiential Tourists Seek: www.NaTour.us (And which of these does rural California have?) Scenery and nature Nature-related, active pursuits Multiple activities Mid-range accommodations High-quality interpretation Access to unique or remote sites

California’s Nature Tourism Potential : 

California’s Nature Tourism Potential www.NaTour.us

Rural California Assets : 

Rural California Assets www.NaTour.us Abundant natural resources e.g. scenic landscapes, great national & state parks, diverse wildlife Rich cultural history Many recreational opportunities Those little “extras” e.g. friendly people, small-town hospitality

Rural California Challenges : 

Rural California Challenges www.NaTour.us Traveler Perception – little to see or do outside of amusement parks, big cities & national parks Shortage of promotional resources – human and financial Lack of services and infrastructure – including lodging, restaurants, vast distances, under-developed attractions Developing “outside” partnerships

Current Travel Challenges : 

Current Travel Challenges www.NaTour.us Cost of travel: gas; flights More travelers taking spontaneous last-minute trips, often closer to home and shorter in nature (e.g. weekend travel) Lack of leisure time makes packages easier to buy

Rural California Opportunities : 

Rural California Opportunities www.NaTour.us Expand experiential travel products to include activities & festivals reflecting wildlife, culture, agritourism and adventure Develop more packages for various visitor profiles to simplify traveler choices Train guides for wildlife watching and natural history tours Position rural California as an experiential travel destination for all types of visitors

Experiential Travel Branding : 

Experiential Travel Branding www.NaTour.us Use a brand to increase visitor awareness of a destination > 35 states have highway-based wildlife “trails” connecting (especially) rural communities Why? Branded trails create a single “product” that is easier to market and has more appeal to long-haul travelers than individual communities or attractions

Nature Tour Packaging : 

Nature Tour Packaging www.NaTour.us Combines travel elements (lodging, tour, food) at pre-determined price Provides better price and more convenience to experiential travelers, who lack time to research individual trip and lodging options Can make it easier to sell your product or destination via websites

Most Popular Adventure Packages : 

Most Popular Adventure Packages 21.3% - rafting 17.4% - kayaking 15.2% - hiking 14.0% - trekking 12.4% - ecotours 10.7% - safaris 10.1% - canoeing 8.4% - wilderness trips Most Popular Product: 23.6% -- multi-activity travel packages in exotic destinations www.NaTour.us Source: 2005 Away.com

Reasons for Nature Festivals : 

Reasons for Nature Festivals www.NaTour.us Market Awareness – Gain media attention and get on tourists’ calendars Education – Emphasize local historic events or natural resources Economic Impact – Add new tourism dollars for local community efforts Community Involvement – Increase local quality of life

Slide 25: 

www.cawatchablewildlife.org

Great Resource : 

Great Resource www.NaTour.us For more ideas and practical ideas on running your company or designing your destination for nature tourists: The Business of Ecotourism Carol Patterson www.explorers-guide.com

Conclusions : 

Conclusions www.NaTour.us Experiential Travel Brands Easier to market a single product Scenic Corridors, Driving “Trails” Increase time spent in a region Tour Packages Increase length of stay; pre-sell destination Nature Festivals Help establish awareness of destination

For More Information: : 

For More Information: Jeremy Garrett, President www.NaTour.us jeremy@NaTour.us NaTour COMMUNICATIONS