1. Designing Market viable Ecotourism Products The Ecotourism Potential of a Site By Julian Matthews Founder Director Discovery Initiatives

2. A remarkable industry? Can make some places from nothing Can turn some places into nothing Can make some places valuable Can make some places better again

3. Each Mountain Gorilla earns $ 200k per year in permit fees alone to support parks. Indirect revenue is probably 30 times more Kenya elephants worth $1M in tourism revenue in their lifetime – OR $300 in poached ivory. TOURISM AS A CONSERVATION TOOL

4. Tourism revenue accounts for 75% of South Africa’s National Parks Budget. Wilderness in South Africa can now generate 4X more dollars per acre than agriculturalland.

5. Some of the highest densities of tigers are found in ‘Tourism’ zones of India’s parks.

6. WHAT IS THE REASON FOR DOING IT? Preservation Employment Poverty Alleviation Restoration

7. WHAT MAKES IT INTERESTING? Landscapes Cultural Historic Activities Wildlife

8. WHAT ACTIVITIES ARE POSSIBLE? Passive or participatory Soft adventures Hard adventures Other

9. WHAT TYPE OF PERSON WOULD BE INTERESTED? Identify exactly who would want to do it The price they would do it for The style and comfort they would do it in

10. WHAT ARE THE TRAVELLERS MOTIVATIONS? Principles of ‘Nosey Parkerdom’ Experiences that makes clients ‘tick’? How does it benefit and inform them? Unusual and novel experiences Doing something others don’t do.

11. HOW CAN YOU GET IT ON THE MARKET? Many routes to market Direct – online/in country/on spec Through Agent Through Operator Through membership/NGO Consider Photos/Fam trips

12. WHERE & WHY WILL IT FIT? What does it add? What are its benefits to visitors? Why should it be added?

13. WHAT DO AGENTS OR OPERATORS WANT? Most agents/operators are lazy so; Experience that is memorable for clients Experience that is ‘value for money’ Experience that is ‘above expectations’ Easy to sell and replicable Easy to coordinate and set up Easy to make money out of it

14. IS IT SUSTAINABLE? Enough ‘buy in’ Enough resources Costed carefully Legal and health requirements Killing the Goose?

15. COST vs VALUE Must be ‘Good value’ Test it Inherent value in price.

16. CONSIDER INERTIA Change is a major problem Haven’t experienced it Easier to stay with what we have Seek Pioneers

17. THE ECOLOGY OF COMMERCE Be business like Make it easy to sell Bundle it/package it/ Combine it Don’t ask us what traveller would pay!

18. Amen