Lately nature-based travel destinations seem to be gaining more popularity as people are searching for tranquillity and solace among an increasingly urbanized society. But what is nature-based tourism?
Getting to know nature-based tourism
Nature-based tourism, according to the Centre for the Promotion of Imports from developing countries (CBI) is defined as “responsible travel to experience natural areas and their landscape, flora, and fauna, protecting the environment and improving the quality of life of locals.” Simply put, nature-based recreation encompasses any recreational activity that takes place in a natural outdoor setting such as parks, forests, lakes, and mountains (Figure 1).
Also colloquially referred to as eco-tourism; nature-based tourism and recreation has steadily become a large segment of the global tourism industry1. However, nature-based tourism is not exactly the same as eco-tourism, but rather a part of it: eco-tourism serves as a philosophy or guiding principle for planning and implementing nature-based tourism. According to the United Nations’ World Tourism Organization, eco-tourism has specific characteristics which include protecting the socio-cultural and natural resources of a destination while generating economic benefits. But nature-based tourism focuses purely on the natural beauty, of mostly unspoiled places for domestic and international travellers can enjoy. So, there is a difference between the concepts of eco-tourism and nature-based tourism according to the scholars in this field, but here we consider them both to mean the same.
Having established what nature-based tourism is, let’s delve deeper into what this rapidly rising tourism segment means for the global economy. According to Statista, the global eco-tourism market was worth USD 181 billion in 2019 and estimated to cross USD 333.8 billion by 20272. The numbers are not surprising considering how many people prefer nature-based tourism. For example, in 2021 Deloitte surveyed 9500 people across 19 countries and their results show that 81% of the people did an activity outdoors and 55% purchased outdoor equipment in the last twelve months3. The statistics are a strong indication that travellers are now conscious about their environmental footprints, highlighting how important nature-based tourism will be in the future as the world races to address the sustainable development and net-zero goals.
But is eco-tourism sustainable?
A 2019 survey by Booking.com found that 70% of the surveyed people expressed interest in choosing sustainable tourism activities to protect the environment (see Figure 2). Sustainable tourism is becoming an increasingly important trend in the tourism industry as it takes into consideration the environmental, economic, and social impacts of the activities that occur. But does this mean that eco-tourism and sustainability go hand in hand?
While nature-based tourism intrinsically looks at the ‘environment’ part of the sustainability pillars, it does not automatically cover the others like supporting the local culture and generating jobs in the local community. In fact, a recent study4 discussed that the increased nature-based tourism had created significant challenges for the local communities, for example by creating competition for scarce resources and impacting the local infrastructure. Similarly, Rosenberg and colleagues discussed that sustainability emerged only as a minor topic for guides and tourists and dependent on issues like their view of the trip or its duration.
Tourists have been raising similar questions too, especially those who are aware of ethical and green issues. For example, Leitheiser, during her numerous ‘seemingly’ eco-friendly and nature-based tourism activities, questioned the rose-tinted glasses through which the world views such tourism after witnessing not-so-wild animals attuned to human presence and vividly angry animals disturbed by humans and tour operators hankering to get pictures that make the trip worth it. Such articles, and even academic studies, are now differentiating between viewing nature, enjoying it, and taking measures to sustain nature in its natural state. These discussions form the basis for distinguishing between sustainable tourism and eco-tourism and need to be addressed to ensure that nature-based tourism maintains close links with the sustainability pillars that UNWTO has established.
But more and more operators and organizations are recognising this difference and working on integrating more sustainability-related indicators in developing nature-based tourism. To give one example, Data Envelopment Analysis5 (a common method or checking the carbon emission efficiency of different units) is being tested as an approach to understand how to develop tourism sustainability. Moreover, Trišić et al.6 and Lee & Jan7and are studying how nature-based tourism affects local communities by conducting surveys among residents to understand ho its impacts on their economy, infrastructure, and socio-cultural aspects. However, while the theory and practice of both nature-based and sustainable tourism have been studied separately for over a decade, integrating the two is a relatively novel approach that has gained momentum only recently.
Much remains to be done and reviewed before we can state conclusively about eco-tourism and sustainability going hand-in-hand – till that time, we can focus on enjoying the benefits that nature-based tourism brings to the bio-economy, and to us common folks, all while reducing the challenges it causes to the best of our abilities.
Speaking of benefits, how does bioeconomy fit?
The bioeconomy focuses on generating economic benefits (essentially profits and market capitalization of businesses) by replacing the use of non-renewable, fossil-based resources with biological ones8. Such replacements can be implemented in various areas within the tourism domain to make these activities more environmentally friendly. This is why the bioeconomy is so crucial for nature-based tourism.
Imagine this: In Finland, about 46% of all houses are apartments, and the majority of these are made from concrete instead of wood9. According to the Food and Agriculture Organization of the U.N., if we replace a non-wood material with a wood product in construction, on average, we will avoid carbon emissions of 0.9 kg of carbon per unit. Now, apply this simple logic to the construction of nature-based and eco-tourism hotels. How much carbon emissions would be avoided? How much would we contribute to saving the environment? The implications are far-reaching. Recognizing the possibilities, the Finnish government has also considered eco-tourism as part of the country’s bioeconomy program, supported by a number of policy initiatives. In fact, various industries have made significant progress in applying the bioeconomy and its products to nature-based tourism. Let’s look at a few examples:
- Bio-architecture and bio-based furniture: One example in this category is bamboo products. Bamboo is a renewable resource that is used to make a variety of products, such as furniture, flooring, and construction materials. Bamboo is fast-growing, durable, and requires less water and pesticides than traditional building materials, making it an eco-friendly choice for hotels aiming to preserve their environment and taking the route to sustainability.
In a landmark move back in 1999, China invested in extensive land restoration, climate-smart projects and developed wonderful bamboo forests that have not only helped in supporting local jobs and industry, but also in creating a nature-based tourism opportunity. If you look up Tripadvisor, you’ll find Chishui and Shu’nan Bamboo Forests have been highly ranked by travelers for enjoying nature, and learning about animal welfare. - Biodegradable toiletries and cleaning products: Many hotels and tourism operations have begun using biodegradable and multi-use toiletries to reduce their carbon footprint by eliminating small plastic shampoo and conditioner bottles. This doesn’t mean that travelers have to compromise on the amenities offered by hotels. Instead, they now find refillable bottles, solid shampoo, and bamboo toothbrushes.
- Ecolabels, such as the Rainforest Alliance certification, help to promote sustainability by certifying tourism operations that meet strict environmental and social criteria. If you’re planning a trip to Norway for instance, and want to stay in an eco-tourism hotel then look out for these labels that VisitNorway shares (screenshot below from 10 July 2024).
- Food: One of the travellers’ favourite ways to explore a new place is by looking at local cuisine and tourism operators around the globe are leveraging this opportunity to support the bioeconomy and build nature tourism. Source their food and beverage products from local organic and biodynamic farmers for the ‘farm to fork’ concept is one part of this initiative which helps to support the local economy and promote conservation of biodiversity. Another, more recent trend is ‘eco-gastrotourism’ which offers travellers a chance to travel to destinations with a distinct identity in regional cuisine. For example, the Bosa Malvasia trail in Sardinia takes visitors on an itinerary that allows for wine-tasting10 . Similarly, Salla in Finland11 promises their visitors an unforgettable experience tied to local food and culture while protecting the environment.
These are just a few examples of the bioeconomy is being integrated with nature-based and eco-tourism to provide sustainable travel options that will not just become memorable experiences, but also contribute to conserving the local environment and biodiversity.
What about our benefits?
Camping, hiking, bird watching, stargazing, kayaking1, rafting, fishing, and horseback riding are just a few examples of nature-based recreation, which allows people to connect, observe and explore nature hands on while also respecting the lives of the local citizens, flora and fauna. Looking at these examples, we see that nature-based tourism includes contemplative, and adventurous activities. But that’s not all that such tourism offers to travellers – nature-based recreation activities are also considered to be therapeutic! For example, studies12,13,14 have shown that in the wake of COVID-19, people have turned to visiting locations rich in natural wonders like Iceland, to heal from the devastating effects of this pandemic and lockdowns that were brought into effect to combat its spread. So far, research studies have shown that nature tourism can provide physical and mental benefits including physical fitness6, increased mental clarity and stress relief15,16.
And the benefits are not just for the travellers – the communities in the travel destinations benefit as well. Nature-based tourism has the potential to contribute much to the conservation of resources on our planet. By promoting interactions between local communities living simple lives in harmony with nature, nature-based tourism can allow travellers who visit such communities to adopt more eco-friendly practices in their daily lives. Such tourism can go a long way in raising awareness and educating a multitude of global community about biodiversity conservation17 and how to give back to nature18. So far, research tells us that consumers understand the benefits of undertaking nature-based and sustainable travel options – for example, see what Statista determined in a recent survey on building sustainable tourism in Figure 2.
Apart from raising awareness, nature-based tourism is also a solid way for building local infrastructure, developing green jobs and providing employment to small businesses, such as local craftsperson making souvenirs and ‘green’ tour guides who specialise in offering nature-based recreational activities19. In a recent report, the World Travel and Tourism Council20 estimated that nature-based tourism accounts for about 7% of global tourism and in the past year, brought about USD 600 billion worth of revenue. The report further states that a single aspect of nature-based tourism – i.e., the wildlife tourism sector provides jobs to about 21.8 million people across the globe. So, the implications of operating in nature-based tourism domain are far reaching for travel and hospitality businesses who can leverage this opportunity among rising consumer preferences for sustainable and nature positive travel possibilities.
But all is not rosy
Despite the many benefits that nature-based tourism can bring to the global community, there are challenges and downsides for travel and tourism businesses, and even travellers, to consider. The COVID-19 pandemic significantly disrupted the nature-based tourism sector21, which is still recovering financially from the havoc caused by the pandemic. The sector is relying on funding initiatives provided by governments and crowdfunding to sustain financial viability.
The sector is also facing challenges due to consumer perceptions as articles in the media22 have discussed that travellers often find that choosing sustainable and eco-friendly options (e.g., hotels) can often be hard on their wallets. Not surprising as hotels have to apply for certifications, eco-labels and invest in building local supply chains for providing nature-based tourism. In a recent study in Australia23 for example, scholars found that nature-based tourism operators struggle to find the right personnel (employees) and building capacity in operational skills that are essential for ensuring the success of their business. Some of the major challenges that operators in this sector face are mentioned in Figure 3.
Coupled with the fact that nature-based tourism operators are often smaller in size than traditional counterparts, such difficulties can often be make or break situations for these operators.
Further, building nature-based tourism opportunities involves developing policies and regulations that promote the sustainable use of natural resources, conservation and protection of biodiversity, and the promotion of cultural heritage. Such initiatives must be developed with consideration of their impact on local communities, which can lead to community-operator conflicts. Concerns have been raised, for example, about possible biodiversity loss and cultural drift for indigenous cultures residing in nature-based tourism destinations24. Another significant concern about nature-based tourism is that an influx of too many visitors to a particular destination, if it becomes very popular, could disturb the local ecosystem, leading to environmental degradation25. This consequence directly contradicts the core principles of nature-based tourism initiatives.
So, nature-based tourism, despite well-meaning intentions, could cause more problems than solutions. Thus, much care will need to be taken by travel businesses and operators to ensure that the nature and local communities remains protected in pursuit for economic benefits while promoting nature-based tourism. A good example of how this can be achieved is the tourism regulations implemented by Bhutan – this can serve as a baseline or benchmark for other destinations.
To sum it up
Nature-based tourism not only offers incredible opportunities to explore and appreciate natural environments but also contributes positively to local communities and conservation efforts. By engaging in responsible travel practices, we can help protect and sustain these beautiful landscapes for future generations to enjoy. Whether it is exploring national parks, wildlife reserves, or eco-friendly resorts, there is a world of natural wonders waiting to be discovered.
References
1 Wyman, M. S. & Stein, T. V. 2021. Introducing Ecotourism to Florida’s Counties and Landowners: An Ecotourism/Nature Based Tourism Fact Sheet. https://edis.ifas.ufl.edu/publication/FR163
2 Statista. 2023. Market size of the ecotourism sector worldwide in 2022, with a forecast for 2028.
3 Deloitte & OutDoor by ISPO. 2021. Outdoor Consumer Report 2021.
4 Winter, P. L., Selin, S., Cerveny, L., & Bricker, K. 2019. Outdoor recreation, nature-based tourism, and sustainability. Sustainability, 12(1), 81. https://doi.org/10.3390/su12010081
5. Pérez León, V. E. 2023. Assessment of the sustainability of Cuban nature-based tourism destinations with the DEA approach under different weighting schemes. Journal of Environmental Planning and Management, 67(6), 1347–1366. https://doi.org/10.1080/09640568.2023.2168523
6 Trišić, I.; Štetić, S.; Privitera, D. 2021. The importance of nature-based tourism for sustainable development-A report from the selected biosphere reserve. J. Geogr. Inst. Jovan Cvijic 2021, 71, 203–209. http://www.doiserbia.nb.rs/img/doi/0350-7599/2021/0350-75992102203T.pdf
7 Lee, T. H. & Jan, F-H. 2019. Can community-based tourism contribute to sustainable development? Evidence from residents’ perceptions of the sustainability. Tourism Management, 70, 368-380. https://doi.org/10.1016/j.tourman.2018.09.003
8 Rinn, R., Kalábová, M., Jarský, V. 2023. Bioeconomy-based tourism: A new concept responding to the support of bioeconomy. Frontiers in Environmental Science 11. https://doi.org/10.3389/fenvs.2023.1122440
9 Laapotti, S. 2020. Wood is a sustainable building material – but there is a money problem to solve.
10 World Bio Market Insights. 2022. Traveling the bioeconomy: how tourism can green our food systems.
11 Visit Salla. Responsible tourism.
12 Williams, A. & Ólafsdóttir, R. 2022. Nature-based tourism as therapeutic landscape in a COVID era: autoethnographic learnings from a visitor’s experience in Iceland. GeoJournal. https://doi.org/10.1007/s10708-022-10713-5
13 Jeong, J. Y., & Lee, K. Y. 2022. A rebound in nature-based tourism intentions during the COVID-19 era. Journal of Vacation Marketing. https://doi.org/10.1177/13567667221111566.
14 Clissold, R., Westoby, R., McNamara, K. E., Fleming, C. 2022. Wellbeing outcomes of nature tourism: Mt Barney Lodge. Annals of Tourism Research Empirical Insights, 3, 2. https://doi.org/10.1016/j.annale.2022.100077
15 Mental Health Foundation. 2021. Nature – How connecting with nature benefits our mental health.
16 Buckley, R. 2020. Nature tourism and mental health: parks, happiness, and causation. Journal of Sustainable Tourism, 28(9), 1409-1424. https://doi.org/10.1080/09669582.2020.1742725
17 Bra, K. 2020. How Tourism Benefits Nature and Wildlife.
18 Pryzant, R. 2023. How ecotourism benefits the environment and local communities.
19 https://homeguides.sfgate.com/benefits-ecotourism-local-communities-78820.html (note content not available in FI)
20 World Travel and Tourism Council. 2022. Nature positive travel & Tourism, Travelling in harmony with nature.
21 Luc Hoffmann Institute. 2021. The future of nature-based tourism. Impacts of COVID-19 and paths to sustainability.
22 Piva, G. 2024. Ecotourism and Sustainable Tourism Statistics 2024.
23 Mckercher, B., & Robbins, B. 1998. Business Development Issues Affecting Nature-based Tourism Operators in Australia. Journal of Sustainable Tourism, 6(2), 173–188. https://doi.org/10.1080/09669589808667309
24 Conserve Energy Future. Challenges, Solutions, and Future Trends in Ecotourism.
25 Greentumble. 2016. Pros and Cons of Ecotourism.
Additional reading
Social and Economic Research Group – Forest Research. 2022. Forests for recreation and nature tourism – European COST Action E33, Research summary.
Youth4Nature. 2021. Nature-based tourism: benefits and youth involvement.
All links accessed 12.7.2024