Why Wildlife Tourism is Wildly Successful

3,720 views

Published on

May 5, 2010, 3:00 - 4:00pm:
Learn how wildlife watching tourism can foster a sustainable future while simultaneously protecting and enhancing biodiversity and long-term community and economic stability.
Moderator: Cal Groen, Director, Idaho Department of Fish and Game
Presenters:
• Mike O’Malley, Watchable Wildlife Coordinator, Washington Department of Fish & Wildlife
• Deniz Aygen, Watchable Wildlife Program Coordinator, Idaho Department of Fish & Game

Published in: Education
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
3,720
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
100
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Why Wildlife Tourism is Wildly Successful

  1. 1. WATCHABLE WILDLIFE – WHAT DOES SUCCESS LOOK LIKE? MICHAEL F. O’MALLEY WASHINGATON DEPARTMENT OF FISH AND WILDLIFE WASHINGTON STATE TOURISM
  2. 2. IDAHO Adventures In Living The Gem State “A Gem of a State” WASHINGTON STATE TOURISM
  3. 3. USFWS SURVEY WASHINGTON STATE TOURISM
  4. 4. $265 MILLION BUSINESS $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 Wildlife Watching Recreational Fishing Hunting 2001 2006 WASHINGTON STATE TOURISM
  5. 5. $1.5 BILLION BUSINESS 53% Increase! $1,600,000,000 $1,400,000,000 Washington $1,200,000,000 $1,000,000,000 $800,000,000 $600,000,000 $400,000,000 $200,000,000 $0 Wildlife Watching Recreational Fishing Hunting 2001 2006 WASHINGTON STATE TOURISM
  6. 6. $4.2 BILLION BUSINESS 42% Increase! $4,500,000 $4,000,000 $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 Wildlife Watching Recreational Fishing Hunting 2001 2006 WASHINGTON STATE TOURISM
  7. 7. PARTICIPATION 800,000 754,000 700,000 600,000 500,000 400,000 350,000 300,000 187,000 200,000 100,000 0 Wildlife Watching Recreational Hunting Fishing Total WASHINGTON STATE TOURISM
  8. 8. PARTICIPATION 800000 700000 600000 Non-resident, 326,000 500000 400000 Non-resident, 300000 144,000 Resident Non-resident, 200000 427,000 65,000 100000 Resident 206,000 Resident 0 122,000 Wildlife Watching Recreational Fishing Hunting WASHINGTON STATE TOURISM
  9. 9. EXPENDITURES GROW $300,000,000 $259,000,000 $265,000,000 $250,000,000 $177,000,000 $200,000,000 $150,000,000 $100,000,000 $50,000,000 $0 1996 2001 2006 WASHINGTON STATE TOURISM
  10. 10. EXPENDITURES Other Sales 3% Equipment 24% Triip related 73% Days per trip: Residents = 3 Nonresidents = 5: WASHINGTON STATE TOURISM
  11. 11. WHAT ARE THEY ARE LOOKING AT? Birds , 400,000 1,000,000 100,000 Mammals, 10,000 419,000 1,000 100 10 1 Birds Mammals Number of Viewers WASHINGTON STATE TOURISM
  12. 12. WHAT ARE THEY ARE LOOKING AT? Large mammals, 1,000,000 366,000 100,000 Small Mammals, 272,000 10,000 1,000 100 10 1 WASHINGTON STATE TOURISM
  13. 13. WHAT ARE THEY ARE LOOKING AT? 333,000 313,000 350,000 300,000 250,000 218,000 153,000 200,000 168,000 150,000 100,000 50,000 0 Songbirds Birds of Waterfowl Shorebirds Game Prey birds Number of Viewers WASHINGTON STATE TOURISM
  14. 14. WATCHABLE WILDIFE JOBS 10,000 5938 5903 1,000 100 10 1 2001 2006 WASHINGTON STATE TOURISM
  15. 15. JOB INCOME $149,546,066 $160,000,000 $140,000,000 $107,000,000 $120,000,000 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $0 2001 2006 WASHINGTON STATE TOURISM
  16. 16. JOB INCOME $443,322,880 $450,000,000 $400,000,000 $350,000,000 $300,000,000 $250,000,000 $200,000,000 $150,000,000 $100,000,000 $35,209,977 $30,692,944 $50,000,000 $0 Multiplier Idaho Tax Federal Tax Effect Revenue WASHINGTON STATE TOURISM
  17. 17. IDAHO’S AGING POPULATION 200 Thousands 180 160 140 120 100 80 60 40 20 0 WASHINGTON STATE TOURISM
  18. 18. WASHINGTON’S AGING POPULATION 600 Thousands 500 400 300 200 100 1980 1990 2001 2007 0 0‐4 5‐9 10‐14 15‐19 20‐24 25‐29 30‐34 35‐39 40‐44 45‐49 50‐54 55‐59 60‐64 65‐69 70‐74 75‐79 80‐84 85+ WASHINGTON STATE TOURISM
  19. 19. YUKON’S AGING POPULATION 3.5 Thousands 3 2.5 2 1.5 1 0.5 0 WASHINGTON STATE TOURISM
  20. 20. GENDER OF PARTICIPANTS 89 90 79 80 70 59 60 49 51 50 41 Male 40 Female 30 21 20 11 10 0 Wildlife Fishing Hunting General Viewing Population WASHINGTON STATE TOURISM
  21. 21. finding our way to a community of practice WASHINGTON STATE TOURISM
  22. 22. WILDLIFE VIEWING PLAN 2003 Washington Legislature Passes SB 5011 “The departments of Fish and Wildlife and Community, Trade, and Economic Development are directed to host a conference on wildlife viewing tourism, working with interested local governments, state agencies, and stakeholders. “The objective of the conference shall be adoption of a strategic plan and specific implementing actions for promotion of wildlife viewing tourism in a manner that provides sustainable rural economic development and maintains wildlife diversity. “A summary of conference recommendations must be submitted to the Legislature” WASHINGTON STATE TOURISM
  23. 23. WILDLIFE CONFERENCE 10.3.03 WASHINGTON STATE TOURISM
  24. 24. WILDLIFE CONFERENCE 10.3.03 Cultivate a Maverick Willing to Preach the Gospel WA SENATOR KEN JACOBSEN WASHINGTON STATE TOURISM
  25. 25. WILDLIFE CONFERENCE 10.3.03 CONFERENCE FINDINGS Lack of funding - for campaign, staff, agency participation, signing, materials, future needs Need a coherent vision of what watchable wildlife is and how to project that to the public and agencies Need to make it easy for others to get a program going, need instructions, who to talk with, how is it done, what is the safe way to do the program both from site selection and public safety Need to develop methods to help volunteers and keep them from being burned out WASHINGTON STATE TOURISM
  26. 26. WILDLIFE VIEWING IN WASHINGTON Active viewer participation and economic impact Growing community interest Rich resource base, and let’s keep it that way WASHINGTON STATE TOURISM
  27. 27. GOALS OF WILDLIFE VIEWING PROGRAMS Promote habitat conservation Promote sustainable economic development Build broad-based public support for wildlife conservation programs WASHINGTON STATE TOURISM
  28. 28. COMMUNITY BENEFITS Build unique community identity Promote historical significance Develop Pride of Place Conserving wildlife habitat, improve quality of life Provide positive marketing image Promote community cultural fabric Promote authentic indigenous community characteristics Create a story for the community WASHINGTON STATE TOURISM
  29. 29. NATURAL RESOURCE BENEFITS Heightened awareness of the value of natural resources and the need to conserve irreplaceable assets Stewardship of assets Protection of community-determined sacred places WASHINGTON STATE TOURISM
  30. 30. NEW LEGISLATION 2007 Washington “Promoting Tourism Washington as a Commission tourism destination Created to national and international markets to include nature- based and wildlife viewing tourism.” WASHINGTON STATE TOURISM
  31. 31. NEW DIRECTION Governor Gregoire’s priority: “Make Special Efforts to Promote Eco- and Geo- Tourism In Washington” (The Next Washington-Growing Jobs and Income in a Global Economy: 2007-2017). .” WASHINGTON STATE TOURISM
  32. 32. NEW DIRECTION Highlights from recent Tourism plans emphasize the importance of nature as a key Washington attraction: • In Washington State Tourism Marketing Plan, 2009/2010, five market segments were identified as key audiences: Urban Explorers, Wine and Culinary Enthusiasts, Watchable Wildlife Adventurers, Active Cruisers, and Adventure Travelers. WASHINGTON STATE TOURISM
  33. 33. NEW DIRECTION • Ecotourism is an emerging travel trend, particularly associated with LEED- approved (“green”) properties and practices. • The six-year Washington Tourism Plan identifies four travel “destination drivers,” that stimulate fundamental travel decisions: natural environment, physical beauty, wildlife, and Seattle. WASHINGTON STATE TOURISM
  34. 34. NEW DIRECTION • Use Geotourism to entice visitors embracing sustainable practices. Geotourism is tourism that “sustains or enhances the geographical character of a place – its environment, culture, aesthetics, heritage and the well-being of its citizens. Wildlife and wildlife viewing are core environmental and cultural assets.” WASHINGTON STATE TOURISM
  35. 35. CENTRAL CASCADES MAP • Joint Washington and Oregon project (Oregon lead) • Mount Rainier to Crater Lake •National Geographic product • Ice-breaking project for geotourism concept WASHINGTON STATE TOURISM
  36. 36. WILDLIFE CONFERENCE 2004 SOAP LAKE First pre-conference field trip and social hour Expanded to one day, plus previous evening Presented Plan and conclusions Participants want an annual conference WASHINGTON STATE TOURISM
  37. 37. WILDLIFE CONFERENCE 2005 FRIDAY HARBOR Hosted by local VCB Involved local nonprofit (Whale Museum) WASHINGTON STATE TOURISM
  38. 38. WILDLIFE CONFERENCE 2006 RICHLAND Community sought us Free meeting room Donation from local VCB Returned $$ to community (local Audubon chapter) WASHINGTON STATE TOURISM
  39. 39. WILDLIFE CONFERENCE 2007 CRYSTAL MOUNTAIN Flickr wildlife photographers’ sessions WASHINGTON STATE TOURISM
  40. 40. WILDLIFE CONFERENCE 2008 LEAVENWORTH 1½ day conference Introduced “geotourism” Limited to 3 presenters WASHINGTON STATE TOURISM
  41. 41. PARTICIPANTS •Chamber of Commerce representatives •Direct marketing operators •Festival promoters •Scenic byway developers •Lodging owners •Tour operators •Land-based government agencies •Tourism staff WASHINGTON STATE TOURISM
  42. 42. Getting active WASHINGTON STATE TOURISM
  43. 43. EXPANDED PARTNERSHIPS MOU February 2005 WA State Parks WA Dept. of Transportation Audubon Washington CTED WDFW WASHINGTON STATE TOURISM
  44. 44. AUDUBON WASHINGTON WASHINGTON STATE TOURISM
  45. 45. COMMUNITY INTEREST GROWS Wildlife festivals and events are increasing Scenic highway planning stimulates interest Washington State Great Birding Trails project sparks ideas WASHINGTON STATE TOURISM
  46. 46. WILDLIFE LICENSE PLATE WASHINGTON STATE TOURISM
  47. 47. EXISTING RESOURCES WDFW Web site “A Community Guide to Nature Tourism” WASHINGTON STATE TOURISM
  48. 48. EMERGING TRENDS Judy Walden’s Travel Trends • Search for health and well being WASHINGTON STATE TOURISM
  49. 49. EMERGING TRENDS Judy Walden’s Travel Trends •Travelers expect personalization WASHINGTON STATE TOURISM
  50. 50. EMERGING TRENDS Judy Walden’s Travel Trends •Weekends are the norm WASHINGTON STATE TOURISM
  51. 51. EMERGING TRENDS Judy Walden’s Travel Trends •Americans are weary WASHINGTON STATE TOURISM
  52. 52. EMERGING TRENDS Judy Walden’s Travel Trends •Culinary tourism on the rise WASHINGTON STATE TOURISM
  53. 53. EMERGING TRENDS Judy Walden’s Travel Trends •Women-only travel WASHINGTON STATE TOURISM
  54. 54. EMERGING TRENDS Judy Walden’s Travel Trends •Increased development of niche markets WASHINGTON STATE TOURISM
  55. 55. EMERGING TRENDS Judy Walden’s Travel Trends • Americans demand instant information WASHINGTON STATE TOURISM
  56. 56. EMERGING TRENDS Judy Walden’s Travel Trends • Americans demand instant information • Technology rules from destination planning to in-destination decisions WASHINGTON STATE TOURISM
  57. 57. EMERGING TRENDS Judy Walden’s Travel Trends Cell phone 79% Notebook or laptop 44% MP3 player 40% Digital camera 64% Camcorder 41% Over 50% of travelers now plan and pay for travel on the Internet WASHINGTON STATE TOURISM
  58. 58. EMERGING TRENDS Judy Walden’s Travel Trends • Seniors are staying active WASHINGTON STATE TOURISM
  59. 59. EMERGING TRENDS Judy Walden’s Travel Trends •Large clans gather WASHINGTON STATE TOURISM
  60. 60. EMERGING TRENDS Judy Walden’s Travel Trends •US affluence WASHINGTON STATE TOURISM
  61. 61. EMERGING TRENDS Andy Dumaine’s Travel Trends • Nothing will ever be the same again. WASHINGTON STATE TOURISM
  62. 62. EMERGING TRENDS Andy Dumaine’s Travel Trends •Whatever the future holds, it will be green. . WASHINGTON STATE TOURISM
  63. 63. EMERGING TRENDS Andy Dumaine’s Travel Trends • Shift in favor of people and place, over sweet deals. WASHINGTON STATE TOURISM
  64. 64. EMERGING TRENDS Andy Dumaine’s Travel Trends •Stop extracting local experiences and start enhancing local experiences. WASHINGTON STATE TOURISM
  65. 65. EMERGING TRENDS Andy Dumaine’s Travel Trends •Build on authentic experiences. WASHINGTON STATE TOURISM
  66. 66. EMERGING TRENDS Andy Dumaine’s Travel Trends • 100 million travelers are exploring destinations that maximize local engagement. WASHINGTON STATE TOURISM
  67. 67. EMERGING TRENDS Andy Dumaine’s Travel Trends •Searching for the deepest experiences, not just the best deals. WASHINGTON STATE TOURISM
  68. 68. EMERGING TRENDS Andy Dumaine’s Travel Trends •Travel must engage the heart before the wallet. WASHINGTON STATE TOURISM
  69. 69. EMERGING TRENDS Andy Dumaine’s Travel Trends •Volunteerism remains the fastest-growing segment of the travel market. WASHINGTON STATE TOURISM
  70. 70. WRAPPING UP. WASHINGTON STATE TOURISM
  71. 71. MOST EFFECTIVE TOOL AN ANNUAL CONFERENCE WASHINGTON STATE TOURISM
  72. 72. PURPOSE Training Networking Networking Networking WASHINGTON STATE TOURISM
  73. 73. KEY GUIDING PRINCIPLES FOLLOW THE $$$! Wildlife-related tourism brings $$$ to rural areas. If wildlife is recognized as an economic asset ($$$), it is more likely to be protected. WASHINGTON STATE TOURISM
  74. 74. WASHINGTON STATE TOURISM
  75. 75. WHALE TRAIL WASHINGTON STATE TOURISM
  76. 76. WILDLIFE MAPS HIGHWAY 97 &I -5 WASHINGTON STATE TOURISM
  77. 77. DIVE INTO THE SOUND WASHINGTON STATE TOURISM
  78. 78. BE GREEN - BE CONNECTED Downloadable wildlife viewing guide WASHINGTON STATE TOURISM
  79. 79. CONNECT OTHERS WASHINGTON STATE TOURISM
  80. 80. FINAL SUGGESTION: Take your state’s Tourism staff on a field trip to see your special places WASHINGTON STATE TOURISM
  81. 81. and LEGISLATORS and STAFF! WASHINGTON STATE TOURISM
  82. 82. THANK YOU Become an evangelist, and soon others will follow. WASHINGTON STATE TOURISM

×