How accommodation operators can capitalise on the rise of ecotourism
New Zealand is perfectly poised to appeal to eco-tourists
The popularity of eco-tourism is set to only rise as guests increasingly choose to travel sustainably and ethically.
The International Ecotourism Society defines ecotourism as “responsible travel to natural areas that conserves the environment and improves the well-being of local people.”
Tourism and travel, as global industries, have a profound impact on the environment and cultures of the world. Fragile natural resources like forests can be damaged or depleted by too many visitors or irresponsible use. Animal habitats can also be devastated by visitors and eco systems altered forever.
The aim of ecotourism is to travel responsibly to natural areas while minimising the negative impacts on the surrounding environment, and even try returning something back into the environment, for example, by picking up litter or planting trees.
Globally, the ecotourism market is expected to have increased by 13.5 percent to $249.16 billion in 2024, from $219.53 billion in 2023, and is predicted to reach $428.97 billion in 2028.
And when it comes to ecotourism, New Zealand accommodation operators are perfectly poised to capitalise on this travel trend with the country’s abundance of natural beauty.
But how can accommodation operators best appeal to eco-tourists?
Embrace sustainability
Eco-conscious travellers prioritise staying in places that minimise their environmental footprint. Accommodation providers can achieve this by ensuring an ethos of sustainability throughout the property.
This can look like eco-friendly toiletries, minimising or eliminating single-use plastic, utilising rainwater when possible and implementing waste management systems to stop green waste and recyclable materials from going to landfill.
Local areas of natural beauty
Have a look around your local region for areas of natural beauty such as beaches, mountains, rivers or lakes and promote these to your guests. If your accommodation is located near a national park, promote the trails to hike or mountain bike or pristine waters to explore via kayak or canoe.
Better yet, consider renting out the gear for these outdoor activities to guests- meaning ecotourists can still travel light.
Local experiences
Eco-tourists are driven by a desire to give back and to tread gently on the earth. Consider connecting with local wildlife shelters or conservation groups and promote their activities to tourists looking for an afternoon of volunteering. Specifically, look for any Māori-led conservation efforts that you could promote to guests.
And better yet, host a volunteering day for staff and work alongside these local organisations to give back to the local area. Your guests will also love hearing about these experiences.
It’s all in the marketing
Finally, while embracing the ethos of the eco-tourist is always a worthwhile endeavour, it is imperative that you market and promote yourself to these travellers.
Highlight the work your accommodation does both in-house and within the community to help protect and preserve the natural environment and seek recognised accreditation in sustainability and eco-tourism.
Finally, promote any awards or recognitions you receive for your environmental practices as these can further boost credibility and appeal.
Sarah is a freelance journalist with experience across print, digital and audio. After working for Multimedia Publishing as a contributing writer, she has recently joined the team in a part-time capacity for School News AU and AccomNews.