Friday, July 19th, 2013 - Roy Morgan Research
One in five Australians would like a total ecotourism experience on their next holiday, but only one in a hundred get to take one, according to the latest findings from Roy Morgan Research.

One in five Australians would like a total ecotourism experience on their next holiday, but only one in a hundred get to take one, according to the latest findings from Roy Morgan Research.

In the year to March 2013, 20% of Australians aged 14+ said they’d like a total ecotourism experience, the same as in May 2001. But there’s a big gap between wishing and doing: the dream has become reality for a fraction of those who are keen to experience nature at its best. Only 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: it’s the realisation that needs some work.

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

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Ecotourism is a lucrative niche market that has huge potential for the Australian tourism industry. 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 $186 per person per day when on an ecotourism holiday, compared to $160 per day for the average tourist.

“It is important for ecotourism operators to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to choose the product they seem so ready to experience.”

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Roy Morgan Research


Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
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One in five Australians would like a total ecotourism experience on their next holiday, but only one in a hundred get to take one, according to the latest findings from Roy Morgan Research.

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