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Our destination marketing experience can help you attract the right visitors to your region or city. In this article, we explore the emerging trend of ecotourism which is becoming increasingly important for consumers. It can benefit destinations and operators alike by helping to boost visitation and attract environmentally conscious travellers to your destination.
More so, ecotourism allows regions and cities to differentiate themselves from other travel options while prioritising sustainability and preserving their natural and cultural assets.
So, what does the rise of ecotourism mean for destination marketing, and how can operators and destinations effectively showcase their sustainable offerings?
Ecotourism involves responsible travel practices that support conservation efforts and benefit local communities while minimising negative environmental impacts on natural and cultural heritage sites.
As environmental concerns gain more global attention, ecotourism experiences and destinations become increasingly vital. A study by Booking.com revealed that sustainable travel is vital for 83% of travellers and almost half of respondents believe there aren’t enough sustainable travel options available¹.
It’s becoming increasingly important too. Almost 75% of travellers worldwide want companies to offer more sustainable travel choices (up from 66% in 2022), and 43% are willing to pay more for options with sustainable certifications².
Worldwide, 90% of consumers want ecotourism options. This is even stronger in the Asia-Pacific region, where 95% of travellers indicate interest in ecotourism options.– Celine Wickerhoff, Expedia Group Media Solutions³.
Australia’s rich biodiversity and stunning natural landscapes are some of the primary reasons ecotourism is highly popular. With the growing concerns surrounding climate change, habitat destruction, and pollution, Australians have become more aware of the environmental impact of conventional tourism activities.
Our rich Indigenous culture and history also present another critical factor for many Australians considering sustainable travel.
With positive benefits for travellers, destinations, operators and communities, ecotourism creates lasting positive impacts on both people and the planet.
Ecotourism can fund conservation projects, infrastructure improvements, and educational initiatives in local communities, resulting in a positive cycle of investment, growth, and job opportunities. It can also foster a sense of pride and stewardship among residents.
Sustainable travel offers tour operators and businesses a chance to stand out by providing eco-friendly tours, accommodations, and experiences, which can help differentiate them in a competitive market.
For destinations, embracing ecotourism can preserve and enhance natural and cultural assets, safeguard fragile ecosystems, mitigate habitat degradation, and protect biodiversity. It can also highlight key points of difference among a myriad of travel destination choices.
For Kangaroo Island, for instance, a connection to nature is at the forefront of all experiences, even their hospitality – “Kangaroo Island produces food as it was intended; purity, quality and sustainability are the key ingredients.”
Their “untamed, unadulterated, unpretentious and unfiltered” island life displays a picturesque story of nature, stunning landscapes, and unique culture—a true differentiator.
Lord Howe Island is another example of a destination that has embraced the opportunities of ecotourism and made this a critical part of its narrative. Located 600km from the largest landmass, they describe the island as one of the “cleanest places on earth” and highlight its 1982 world heritage property listing and long-standing conservation efforts:
“While the rest of the world ponders over the news that a million species globally are facing extinction from human activities, Lord Howe Island is celebrating the success of 40 years protecting its unique species.”
And they’re passionate about maintaining their unique destination, allowing just 400 visitors at any one time.
Our work alongside Lake Macquarie City Council sought to revitalise the destination’s brand and strategy by highlighting the regions unique environment, community and lifestyle.
The concept, “Let’s Lake Mac”, served as an invitation for both locals and newcomers to discover and explore the abundant opportunities Lake Macquarie has to offer. Brand stories were crafted around three themes: community, economy and the environment, which were incorporated into all messaging and deliverables. Offering a close proximity to a range of natural environments including the beach, lake, and walking trails, our brand depicted an enviable lifestyle where city living and the environment intertwine.
By embracing and highlighting your destination’s unique natural and cultural potential, you pave the way for visitors that respect, value and understand the importance of travelling responsibly. It is both an exciting and rewarding challenge.
At The Brand Pool, we are experienced destination marketers who can build your ecotourism narrative and open up a world of opportunities for visitation by eco-conscious travellers.
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal nation. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal nation. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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