10 Questions on Nature Tourism

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Sea Briefs is a report on the results of the Mississippi-Alabama Sea Grant Consortium.

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10 Questions on Nature Tourism

Herb Malone and Joanne McDonough are both heavily involved in nature tourism, an industry introduced in the early 1980s that brings people into natural areas to experience local flora and fauna in a manner that minimizes the impact on the ecosystem. In their complementing roles, they have helped to make customers aware of natural habitats while allowing communities to gain economic value from them.

JOANNE MCDONOUGH, a resident of Orange Beach, Ala., for the past 16 years, has experienced the impact of nature tourism on natural resources and her community. In 1997 she launched an ecotourism business, Caribiana Island Cruises, which conducted nature cruises throughout the Orange Beach marine environments aboard a 23-foot Sea Skiff. With the assistance of ornithologists, botanists and marine biologists, her cruise captains engaged children and adults in educational and interactive excursions observing marine, plant and bird species on Robinson Island, Walker Cay and throughout the back bays and bayous of Baldwin county. Through hands-on approaches using binoculars, microscopes and collecting tools, tourists were motivated to seek out the meanings and relationships of ecosystems rather than simply hearing factual information. Before moving to Orange Beach, Ala., and opening her business, McDonough spent many years working as a television news producer. She is passionate about incorporating educational activities that reveal the purpose and value of the natural resources and cultural heritage with traditional management techniques of natural areas such as signage, paths, rules, permits and fees.

1. How will you evaluate the existing nature tourism buiness and identify their needs?

Currently I am building relationships with existing naturebased tourism business operators along the Gulf Coast by meeting with them face to face and conducting a survey to assess their immediate needs and identify their short and long term priorities.

2. How has your experience as owner of Caribiana Island Cruises prepared you with the Auburn University Marien Extension and Research Center and the Alabama Gulf Coast Covention & Visitor's Bureau?

When I was conducting tours aboard my boat along Alabama’s Gulf Coast in the 1990s, you could count the number of nature tourism businesses on one hand. Now that number has more than doubled and is growing. I’ve been in their shoes and I can relate to the challenges they face. The relationships I have built with scientists, business leaders and local community groups allow me to provide the tools and resources required to build a successful business in a timely manner.

3. What role does Sea Grant Play in your mission?

Sea Grant offers a tremendous network of dedicated professionals that I can rely on for authentic information and imagery to incorporate into educational workshops and marketing campaigns. Their commitment to funding, supporting and sustaining nature tourism initiatives is a valuable public service.

4. What is the most challenging aspect of your work?

In 2007, Alabama’s coastal beaches attracted more than four million visitors who spent over two billion dollars. While everyone recognizes that our natural resources—beaches, waterways and seafood—are a primary reason those visitors come, effectively communicating with local businesses about the economic value of healthy ecosystems and educating them about the sustainable use of those natural resources is the most challenging aspect of my work.

5. What are the best methods involved in educating others on the value of native natural habitats?

More than ever before, tour operators are indicating that tourists are asking more questions about the species and habitats of our area. I will be conducting localized workshops and seminars that incorporate hands-on experience using the tools of an
“ eco-kit” which provides binoculars for observing nesting bird habitats, guides for identifying shells on our barrier islands and magnifiers for up close views of microscopic creatures and grains of sand. Eco-kits will be distributed to each participant for use in their tours. This in-depth approach to exploring the natural world truly enhances the tour experience by revealing a story of ecology and natural heritage while promoting environmental stewardship.

HERB MALONE has served as the president and CEO of the Alabama Gulf Coast Convention and Visitors Bureau, a destination marketing organization, since 1993. Prior to this, he was the president of the Alabama Gulf Coast Area Chamber of Commerce for five years. A native of south Alabama, he and his family have lived in the Gulf Coast area for 29 years. Prior to beginning his career in destination marketing, Herb was a private business owner. During that time, he served two terms as a member of the Gulf Shores, Ala., City Council and served on several municipal and county boards. A member of the Sea Grant Advisory Council, he serves as chairman of the Gulf Shores Airport Authority and is a board member of the Alabama Gulf Coast Chamber of Commerce. He is a board member and former chairman of both the Alabama Hospitality Association and the Alabama Association of Convention and Visitors Bureaus. He is also a board member of the Alabama Tourism Partnership.

6. As President and CEO of the Alamaba Gulf Coast Convention and Visitor Bureau, and as a member of the Sea Grant Advisory Council, what is your role in promoting nature tourism?

The mission of the CVB is to market Alabama’s Gulf Coast as a tourist destination, thus enhancing the area’s economy. Our pristine beaches have been the number one destination in the state year after year. As the market for nature tourism grows, we are seeing new businesses emerging that offer guided tours to natural areas beyond the beach. In response to this trend we have added a new “Nature” section to our Web site that highlights those businesses. We have also published a nature brochure marketing their services and promoting environmental stewardship.

7. How has nature tourism impacted the Alabama coast?

Our primary strength in the marketplace is positioned as a beach destination. The seasonal limitations of this positioning lead us to seek alternative niche markets to fill the non-summer season. As with history tourism, fishing and golf, we are looking to nature tourism to increase our off-season demand.

8. What are the challenges associated with nature tourism?

The core product of nature tourism is having natural habitats, while at the same time, even the nature tourist needs places to eat and sleep. Balancing business-related progress with the preservation and conservation of natural areas will always be the primary challenge.

9. Are you seeing a rise in nature tourism?

Yes. Nature tourism is growing throughout the country. Why? Nationally there is a trend toward combining vacations with a learning experience, sometimes referred to as “edu-tainment.” There is also a growing desire for parents to get their children outdoors since so much of their recreational time today is spent indoors. On the local level, we have worked diligently with a variety of regional partners to package and market our natural assets. These efforts are producing results.

10. How do you measure success?

Our primary target is overnight visitors, measured by room nights and room rental revenues. In addition to lodging, we monitor visitor expenditures in a variety of sectors, including food service, retail shopping and attractions. Dollars spent by tourists translate into jobs for our local economy as well as tax dollars for our local governments.