ECOTOURISM IS ON THE RISE, but what exactly is ecotourism? One of the problems in discussing this subject is that the word means different things to different people.
To demographic researchers, ecotourists are affluent travelers who want to enjoy maximum privacy in remote places of extraordinary beauty and are willing to pay for high standards of service. They tend to be professionals with an interest in conservation who select destinations with attention to quality and the type of experience offered. They appreciate ecolodges, such as Robert Redford's opulent Sundance Resort in Utah.
To the Ecotourism Society, the term means "responsible travel to natural areas which conserves the environment and improves the welfare of local people." To the Canadian Environmental Advisory Council, ecotourism is "an enlightening, nature-oriented travel experience that contributes to conservation of the ecosystem while respecting the integrity of host communities." There are subtle differences between these definitions. A 1992 U.S. Travel Data Center survey predicted that 43 million U.S. travelers would take an ecotourism trip by 1995, including 7 million who would spend from $2,000 to $3,000 for a nature-based tour. Included in this report were traditional sightseers who visit national parks; adventure travelers--experiential consumers--who travel for the exhilaration of nature thrills such as white-water rafting, hiking, rock climbing, snorkeling, mountain biking, snowmobiling, cross-country skiing, and hot air ballooning; traditional sportsmen and -women who hunt and fish; and campers ranging from backpackers to RVers.
Clearly, many people are interested in travel to natural places, which they enjoy in many different ways. Only some of them are ecotourists. Because the term "ecotourism" has been used and misused to the point of being a marketing gimmick, let me offer a few definitions that may help to sort out the confusion.
Traditional travel or tourism occurs by car, boat, plane, train, or bus for purposes of recreation, relaxation, education, sightseeing, business, reunion, escape, enrichment, amusement, and so forth.
People who travel with an interest in scenery or wildlife are taking part in nature-based tourism. This includes everything from a bus trip that provides an eyeful of Yosemite Valley at a five-minute stop at Tunnel View, to ocean kayaking, long-distance bicycling, or wildlife viewing. "Nature-based tourism," in itself, does not convey environmental appropriateness or inappropriateness. It only describes travel in which nature is important to the traveler.
People who travel for the sake of an experience or challenging activity are adventure travelers. The experience they seek often occurs outdoors (mountain climbing, skiing, diving), but it is not necessarily presented or undertaken in a manner that is sensitive to the environment or to local culture. In my experience, most adventure-oriented tourism providers understand the importance of protecting the environment that secures their bread and butter, and most adventure travelers are responsible, but there are some who will toss trash into the river or harass wildlife.
Ecotourists are travelers who give paramount attention to having minimum impact on the places they visit. Ecotourism, by definition, is sustainable travel, that is, it is managed so that nature and cultures are not harmed.
All tourism can be sustainable. Whether it is depends on the attitudes and behavior of the traveler, travel company, and people who make decisions at the destination. The traveler makes an important choice when selecting a travel company. Generally, those that belong to travel associations can be counted on to have a stake in maintaining standards. By selecting responsibly, the traveler helps to weed out unscrupulous operators.

The Ecotourism Market

Because ecotourism involves small numbers of travelers going to places that are little visited, it is a very small market. In areas such as California's north coast, that are in transition from extractive industries to sustainable ones, ecotourism is not likely to provide the base of economic activity the community requires to survive at its previous size. Such areas need to consider ecotourism as part of a mix composed of varied activities, especially nature-based and adventure tourism.
The media have given much attention to ecolodges built in pristine environments--in the Caribbean, the tropical rainforests of Malaysia, or the American West. These resorts are designed to be in strict harmony with the natural environment. They conserve resources and have a low visual impact. They also tend to have far fewer rooms than other tourist facilities, so it is harder for them to succeed financially.
In developed areas such as the north and central coasts of California, I believe, ecolodges can be much larger and still be harmonious with the landscape, not degrade the environment, or intrude on local culture. If they are to be attractive year-round they need convenient and competitively priced air service. Meeting facilities are also helpful to year-round survival.
Ecotourism can supplement income gained from traditional tourism. Along the coast it should be part of a multi-faceted strategy to attract traditional and nontraditional tourism, including cruise ships, tour group visits to state and national parks, and tourism that provides maximum benefits to existing facilities and communities. Let's maximize the potential of resorts, hotels, and other facilities that already exist before we start developing new ones.
Even though "ecotourism" means many things to many people, its popularity indicates a great interest in low-impact travel to natural places. In recognition of this interest, the California Division of Tourism promotes four vacation typologies: family, romance, recreation, and nature. These are threaded throughout California's tourism marketing program. We see a growing interest in specific nature-based activities--including cultural learning, wildlife viewing, and educational travel--throughout each of the four typologies. We also observe that environmental concerns are playing an increasingly important role in the selection of destinations.
A study by Pamela A. Wright, reported in the spring and summer 1996 editions of the Journal of Travel Research, found that 33 percent of U.S. consumers (35 million adults) are interested in ecotourism, and that 7 percent (8 million) have partaken of ecotravel. Avid ecotourists have a very high educational level, much higher than average income, and are willing to spend more on an ecotourism trip than a typical traveler spends. Their interest in hiking, cycling, and wildlife viewing is greater than that of the general population, as is their interest in staying in cabins (66 percent) and camping (58 percent). In addition, they are more likely to live and work in California than in any other state.
California is a natural destination for this market. In the past, many remote and beautiful California regions benefited from families taking extended vacations. That market has dissipated with the rise in the number of two-income and divorced families that take shorter trips and also must juggle schedules.
When communities plan for and assertively market to nature-based tourists, they also promote sustainable tourism that conserves the environment and improves the welfare of local people. This growing sector of travel and tourism can bring substantial benefits to communities with high scenic and natural values. That's a promise that California should not ignore.

John Poimiroo is the director of tourism for the State of California and deputy secretary of the California Trade and Commerce Agency.