Nature Tourism Offers Way For
Landowners To Keep Their Land

By Colleen Schreiber

FORT MCKAVETT, Texas — Many farmers and ranchers are finding it increasingly difficult to maintain land ownership simply doing what they do best, farming and ranching. Because of increasing pressure on the bottom line, many landowners are searching for ways to diversify, and experts say nature tourism, the fastest growing segment of the tourism industry, provides ample opportunity.

Statistics indicate that from 1982 to 1995, the increase in participation in bird watching was 155 percent. Similarly, hiking was up 94 percent and off-road driving was up 44 percent while golfing increased by only 29 percent. Another statistic reported by the Texas Parks and Wildlife Department and U.S. Fish & Wildlife Service indicated that in 1996, if wildlife viewing were a Fortune 500 company, it would have ranked 23rd nationally, generating $29.2 billion from observation, feeding and photographing of wildlife.

Those were some of the comments shared by Extension associate for conservation Tamara Trail at a recent wildlife enhancement workshop here.

"More people in the U.S. photograph wildlife than play golf. There is a big market out there," Trail told listeners.

She defined nature tourism as "enterprise opportunities that capitalize on visitor use and enjoyment of natural resources of the land."

Furthermore, someone who fits the mold as a typical nature tourist, she said, is over 30 years of age and well educated. The typical nature tourist is primarily Anglo with a high level of disposable income; there is a slightly higher percentage of men than women.

In Texas just under a million hunting licenses were sold in 1998. Texas also reportedly has 2.1 million anglers and 3.5 million wildlife viewers, those who observe, feed and/or photograph wildlife.

A hunter, Trail noted, spends more money on pursuing his recreational opportunity than does the angler or the wildlife viewer, and the angler spends more than the wildlife viewer.

Private landowners in Texas, she told listeners, have an opportunity to cash in on nature tourism because Texas is 97 percent private land and those private lands are a haven for a diverse array of wildlife species.

"Texas has 165 species of mammals, 213 species of reptiles and amphibians, and 590 species of birds," she said. "The American Birding Association reports Texas is the number one birding destination in the country. We have four of the top 10 sites in the U.S.

"Wildlife offer a tremendous economic opportunity," she continued. "The communities themselves reap a lot of benefits because of inputs to lodging and food that wildlife recreationists bring in."

Trail outlined some of the issues to be considered if contemplating incorporating wildlife recreation opportunities with an existing ranching operation.

First, she said, is the question of how such an operation fits in with the current ranching operation.

"Explore your opportunities," Trail said. "You’re limited only by your imagination and perhaps your pocketbook."

She encouraged listeners in particular to look for new markets within existing recreational enterprises. For example, the large majority of landowners today lease out their land for hunting.

"What about day hunts, corporate hunts, youth hunts or even hunts specially marketed for women?" she asked.

She encouraged listeners to examine what resources, including human, biological and ranch resources, they have available for such a wildlife enterprise. Consider what amenities are available that might draw people to your place.

"You can market heritage and history," Trail encouraged. "Look at the different types of habitats you have on your ranch and look at them from different perspectives. Your view of the various habitats may change when you look at them through different eyes."

Trail also noted the importance of outlining goals, both short and longterm.

"Chances are a lot of you are considering these enterprises because you want to keep this land in your family," she remarked. "You need to consider what factors are most likely going to hinder me from achieving my goals. What are the hurdles? How do you feel about dealing with Joe public?"

Other considerations include liabilities, trade-offs, changes in lifestyle, etc.

Trail also noted the importance of developing a detailed, written business plan. It should include goals, a detailed description of how the plan will be enacted and carried out, as well as a financial analysis. Included in the financial analysis is a breakeven point and a projection of when that breakeven point will be reached, she said.

Marketing, Trail said, is probably the hardest part of any recreational enterprise, primarily because there are no well-defined markets.

"One of the most important things is to truly define your service and your experience and then sell what you have. Sell the experience," she said. "This is your opportunity to show that you’re a good steward of the land. You can sell that. Lots of people are looking for family experiences. Cater to different market segments. Market the Texas working ranch."

Linda Campbell, with the ecotourism division of Texas Parks and Wildlife, followed with an agency perspective on the opportunities for ecotourism in Texas.

"TP&W looks at it as a conservation opportunity," Campbell told listeners, "because it elevates the economic importance of wildlife.

"We're blessed with a tremendous diversity of wildlife in Texas," she continued. "Many times we take it for granted, especially those of us who live in rural areas.

This diversity, not only of wildlife but people as well, puts Texas in a ideal position to capitalize on ecotourism."

Though the number one watched wildlife is white-tail deer, Campbell said bird watching is a rapidly growing hobby. Bird watching usually starts with the backyard bird feeder who evolves into a bird watcher. Today 52 million people feed birds and almost 40 percent of the adult population enjoys something to do with wildlife.

Birdwatching has even evolved into a serious sport, through events like the Birding Classic. The three-day corporately financed event requires participants to spot as many birds as possible in a 24-hour period. The event brings in people from all over the world. This year 39 teams competed, including a team from Europe and Canada.

Wildlife watching, Campbell noted, is really big on the Texas coast. The Lower Rio Grande Valley is the destination for most birders, but parts of the hill country have some unique resources as well.

"Texas has 615 documented birds. We have more birds than anyone else in the country and more diversity."

She told listeners about the great coastal birding trail which will be completed this year. This trail, she explained, developed through the use of highway enhancement funds, links about 300 wildlife watching sites along the coast of Texas.

Campbell said she expects to see more driving trails developed throughout the state. The hill country, she noted, seems to be ready for such a development.

In Texas, 25 percent of adults consider themselves wildlife watchers, the TP&W spokeswoman said. Fishing is an important recreational activity, as is hunting, but there are fewer hunters today, a fact that Campbell said her agency is concerned about and is working to change.

Experts attribute some of the changes occurring over the last several years to demographics and social trends and the fact that Texas is becoming increasingly more urban.

"We have increased outdoor demand and our parks system shows that," Campbell commented. "There’s just no way that our public agencies our going to be able to keep up with demand for outdoor recreation, and private landowners are going to be the ones taking up the slack.

"We're also seeing decreasing appreciation for the land because more and more people are growing up in the cities, so they’re not nearly as tied to the land, and that decreases their appreciation of it," she continued. "Nature tourism is a good way to get folks interested in nature and get them back connected to the land. That will have a big impact on conservation in the future."

Nature tourism, she reminded listeners, is the fastest growing segment of the travel industry and is centered around the natural attractions of a particular area.

"Research shows that nature tourists are not just interested in wildlife. They’re interested in history, what makes a particular region different, etc. They're just as interested in culture and history, in most cases, as they are in nature."

Rural by itself is good, Campbell said, because nature tourists are primarily from the cities and are looking for a place to get away and escape the rat race. Furthermore, she told listeners, becoming involved in nature tourism is a good way to educate the masses about what land stewards do.