About

Summary 

The CBI, part of the Netherlands Enterprise Agency, commissioned Acorn Tourism to research a series of business guides to support local tour operators in developing countries throughout Africa, Asia and Central/South America to market themselves to the European tourism market.  The Wildlife tourism segment is extremely popular with European tourists and developing countries offer many of the best opportunities to view iconic species in their natural habitats.  

Our Approach 

Acorn undertook thorough market research into the wildlife tourism segment to identify the main issues faced by the sector.  The welfare of animals in tourism was a key issue that has become increasingly important to European wildlife tourists who typically have a high emotional response around animal welfare.  In the wake of substantial negative publicity around poorly managed wildlife attractions and the mistreatment of wild animals, most European tour operators no longer sell trips to attractions without robust animal welfare policies.  Animal welfare charities regularly highlight the issues, campaigning against animal cruelty and encouraging tourists to stay away from those attractions that encourage inappropriate interactions with wild animals.

Sustainability in wildlife tourism was also highlighted as a key issue.  Conservation and sustainability in tourism has proved very effective in the long-term goal of protecting species, conserving natural habitats and supporting local communities and businesses who live alongside wildlife.  Practical tips for establishing sustainable wildlife activities were provided along with profiles of typical wildlife tourists, their motivations and behaviours.  An overview of sales channels were included and the competing market analysed.  Examples of local operators operating sustainably under best practice principles were profiled.

Outcome

The report highlighted there are considerable opportunities for managers of wildlife attractions to compete effectively on the market whilst ensuring they operate under high animal welfare principles to secure the protection of the world’s diverse animal populations.  Post-COVID, it is also very important that local tour operators establish and publicise robust health and safety protocols to address the concerns of inbound wildlife tourists from Europe.