83% of US travelers are inclined to support “green” travel companies and are willing to spend on average 6.2% more for travel services and products provided by environmentally responsible travel suppliers.
Source: The Travel Industry Association of America (1997)
Overall, ecotourism trends suggest that the ecotourist is no longer representative of a small segment of the population. As ecotourism becomes more mainstream and the term more widely used, ecotourism is drawing a diverse audience. This opens up many opportunities to develop nature-based tourism for a broad audience.