Contribution of Wilderness to Survival of the Adventure Travel and Ecotourism Markets

Peter B. Myles

Abstract—There is a global concern that ecotourism and adven- modern conveniences, and spending very little money at the ture travel is becoming a mass tourism market rapidly losing its destination because everything is prepaid before departure; tourist appeal. Ecotourism is fast becoming “egotourism,” and the and benefits are not flowing back to the host communities, especially 2. A low impact ecotraveler, backpacking or camping to communities in rural areas where poverty alleviation is essential save money on accommodations, but spending money spon- for the protection of the environment. Tourism in wilderness set- taneously wherever they travel, pursuing a minimal impact tings can make a valuable contribution by restoring an appreciation experience in a wilderness environment. for an authentic nature-based tourism experience. This will require These hypothetical examples illustrate that ecotourism repositioning ecotourism and adventure travel in the marketplace can refer to a wide range of activities that might have by introducing elements of exclusivity, perhaps at a premium price, different environmental impacts and attract people with so that the true value of the outdoor tourism experience will be different sets of values and motivations. Special interest and measured by learning from nature rather than by boasting of activity holidays represent the single largest growth area luxury lodges in exotic locations filled with noisy, adrenalin- within the tourism industry. pumping activities Special interest travel is travel for people who are going somewhere because they have a particular interest that can be pursued in a particular region or destination. What sets Ecotourism: Curse special interest tourism apart from other forms of tourism is that the whole point of the trip is to exercise the mind and/ or Blessing? ______or body in some fashion. It is interesting to note that in the year 2000, the year of millennium activity, global travel There are many different definitions of ecotourism, but experienced its best growth in a decade, as many tourists most agree that it involves tourism into areas of great selected destinations that they had identified with some natural beauty or interest, with minimum impact on the body, mind, and spiritual experience. environment and maximum benefit to local communities. The Ecotourism Society (1992) defined ecotourism as: …purposeful travel to natural areas to understand the cul- Adventure Tourism ______tural and natural history of the environment, taking care not to alter the integrity of the ecosystem, whilst producing Activity-based tourism is another form of special interest economic opportunities that make conservation of natural tourism. There are so many examples of stress-related resources financially beneficial to local citizens. behavior in society such as road rage, air rage, family killings, and school rampages. The question that needs to be raised is, Many commentators have criticized the use of the term “why would anyone engage in a potentially dangerous activ- ecotourism because it has been applied widely to cover all ity as a form of recreation?” The common answer is, “adrena- manner of tourism experiences with a vaguely “green” tinge, line rush.” While those involved in high-risk activities may particularly nature-based tourism. The term ecotourism has welcome the initial adrenaline rush, such as whitewater many meanings. It can refer to a genuine attempt at environ- rafting, bungee jumping and extreme sports, it is not pos- mentally sustainable tourism, or it can be used in a cynical sible for them to sustain the rush for any length of time, way to try to attract greater numbers of visitors to an area. hence, the adrenaline junkies. One cannot help wonder if For example, the term ecotourism does not differentiate most adventure tourists are not substituting one kind of between: stress for another. 1. A large group of people visiting a private game reserve, However, what is of greater concern is that many of these arriving at their destination by aircraft, staying in luxury adventure tourism activities disturb the environment, caus- accommodations, expecting to be pampered with all the ing noise pollution, visual pollution, and in some cases, even mud slides and avalanches. These activities are all mar- keted as ecotourism. Nearly 80 percent of the world’s population is now urban. Peter B Myles is a Tourism Consultant and Researcher, Tourism 2000 Therefore, it is logical that urban dwellers need rural expe- Network cc, P.O. Box 12653, Centrahil, 6006, Port Elizabeth, South Africa. riences for a change in daily routine. There is an old saying E-mail: [email protected] that says “a change is as good as a holiday.” Humankind In: Watson, Alan; Sproull, Janet, comps. 2003. Science and stewardship to generally needs spells of solitude, peace, and tranquility, protect and sustain wilderness values: Seventh World Wilderness Congress symposium; 2001 November 2–8; Port Elizabeth, South Africa. Proc. RMRS- and an escape from heavily industrialized, overcrowded ur- P-27. Ogden, UT: U.S. Department of Agriculture, Forest Service, Rocky ban environments in order to relax and recover. A wilderness Mountain Research Station. experience is far more therapeutic and ultimately beneficial

USDA Forest Service Proceedings RMRS-P-27. 2003 185 Myles Contribution of Wilderness to Survival of the Adventure: Travel and Ecotourism Markets to society than most of the ecotourism and adventure tour- The World Commission on Environment and Develop- ism activities currently offered. We need to put wilderness ment (1987) first introduced the so-called “stewardship” role back into ecotourism experiences if nature-based tourism is of sustainable development, aimed at maintaining resources to have a positive impact on society in general. We need to in perpetuity and stated: awaken a spirit of wilderness deep within the human psyche Sustainable development is development that meets the to restore sanity to the human race. needs of the present without compromising the ability of “Deep ecotourism” and “shallow ecotourism” are terms future generations to meet their own needs. that can be used to differentiate between ecotourism that verges on a form of mass tourism, and genuine attempts at Colin Hunter (1995) suggested in his Journal of Sustain- environmental tourism. Deep ecotourists should demon- able Tourism that over the short and long term, sustainable strate in their lifestyles a true sense of values, that is, a tourism development should: philosophy of sustainability wherever they are. 1. Meet the needs and wants of the local host community in terms of improved living standards and quality of life. Spiritual Leaders ______2. Satisfy the demands of tourists and the tourism industry, and continue to attract them in order to achieve the first aim. All the great spiritual leaders who founded religions 3. Safeguard the environmental resource base for tour- needed times of solitude in exclusive areas not only for ism, encompassing natural, built, and cultural components, prayer and meditation but also for stress relief. They were in order to achieve both of the preceding aims. physically and mentally exhausted from the demands of Perhaps the future survival of ecotourism as a unique, their followers. They had to escape from crowds and get in nature-based, outdoor experience has something to do touch with nature in order to recover. Mohammed went to with the implementation of the second point suggested by the mountain, Jesus had both a wilderness and mountaintop Hunter, that is, have tour operators gone overboard in experience, and Buddha recovered in retreats. Many people their quest to satisfy the demands of tourists and the describe certain places with almost a spiritual reverence tourism industry? Has greed transformed ecotourism into because the space, tranquility, and solitude provide a thera- “ego-tourism?” In many cases, ecotourism and all other peutic benefit. They feel better after their visit. The karoo is forms of responsible tourism are little more than market- almost a natural wilderness area and has been described as ing ploys—mass tourism disguised as responsible tour- a place “where the land meets the sky.” It is a place where the ism. There is a need to review ecotourism to address some crisp clean air invigorates stressed minds and tired bodies in of its negative perceptions. a silent world where it is said “you can hear God think.”

A Healthy Society ______Ecotourism and Protected Areas: Mutually Beneficial? ______Governments need to expand wilderness areas for the future mental and physical well-being of their citizens. Tourism uses landscape, flora, and fauna as important natu- However, keeping wilderness areas exclusive, pristine, and ral attractions, while conservation of the built environment free from crowds means that they should remain relatively also provides tourists with sites of interest. Where conserva- undeveloped. With limited infrastructure to generate in- tion interests have been successful in designated zones from come, it is difficult to make wilderness areas viable. Wilder- which all human activity is excluded, tourism interests are ness areas therefore need to be subsidized to survive, but forced to compete with other excluded interests in the zones there is a cost benefit. A financial contribution by Govern- adjacent to protected areas. Under such circumstances tour- ment dedicated for the expansion of wilderness areas will ism is often easily outmaneuvered, or outbid by well-orga- yield a good return on investment. This is mainly because a nized interests such as mining or forestry. more balanced, considerate, relaxed, friendlier, and stable A rather unusual variation on this theme is where society will ultimately be a far less destructive force and ecotourism acts as the forerunner to alternative develop- therefore cost less in health maintenance, for example, lower ments, as in the case of biotechnology prospecting, to seek medical bills. out species that might provide genetic material to produce pharmaceuticals or other products. Bio-piracy is the theft of plant and animal species by unscrupulous biotechnology Sustainable Development ______companies, including the theft of intellectual property, such as local knowledge of herbs and medicinal plants. The delicate relationship between tourism and the envi- Most definitions of ecotourism include travel to “natural ronment was highlighted by the Manila Declaration of the areas,” or refer to “natural beauty” and “natural resources.” World Tourism Organization (1997), which stated: Perhaps this is where ecotourism has deviated from its The protection, enhancement and improvement of the original purpose and the term nature-based tourism has various components of man’s environment are among the become too wide in its interpretation. The International fundamental conditions for the harmonious development of Union for the Conservation of Nature (IUCN) views a natu- tourism. ral area as: In the mid-1970s, sustainable development became a …one where biological processes and geological features are global buzzword, but since then it has become a concept still relatively intact and where the primary objective of the much discussed, used, and abused. area is to ensure that natural processes remain as the domi- nant force in the system.

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Reinventing Ecotourism ______any title they choose. Because there are no clear industry standards, there are no guarantees to the consumer that a According to international tourism consultant Dr. Auliana particular tour to a particular protected area complies to Poon (2001), there is a paradigm shift occurring in the any acceptable guidelines for responsible ecotourism. “Mass tourism industry the world over. The golden age of mass ecotourism” is already emerging, and many will say that tourism, of unlimited growth and disregard for the environ- ecotourism is not delivering on its promises. Ecotourism is ment, and of standardized, rigidly packaged products and therefore in danger of losing its integrity, and perhaps services is over. there will come a time when deep ecotourists will be pre- A new tourism is emerging: sustainable, environmentally pared to pay a premium price for the exclusivity of a true and socially responsible, and characterized by flexibility and wilderness experience. In this regard, it is imperative that choice. A new type of tourist is driving it: more educated, large areas are set aside for wilderness. experienced, independent, conservation-minded, respectful To illustrate this point, the Eastern Cape is the poorest of cultures, and insistent on value for money. Information Province in South Africa in terms of the economy, but the technology is opening up an astonishing array of travel and richest in terms of biodiversity. Few people are aware that vacation options for this new tourist. To remain competitive, the Eastern Cape is the only Province in South Africa, and tourism destinations and industry players alike must adapt. one of the few places on earth, where all seven biomes can be For many, the challenge is to “reinvent tourism.” Market found as well as 29 Acocks Veld Types. However, 19 of these intelligence, innovation, and closeness to customers have veld types are threatened and fall well below the 10 percent become the new imperatives. of each vegetation type that should be set aside for pristine Taking a leaf from this book, perhaps we need to “reinvent or near-pristine use proposed at the Rio Convention. ecotourism.” And this is perhaps what we are trying to Perhaps the answer lies in stimulating a desire amongst achieve in Africa by introducing our own unique brand of ecotourists and ecotourism operators for an authentic natu- “Afrikatourism,” that is, ecotourism that is unique to Africa. ral experience. This may mean that we have to awaken a “spirit of wilderness” in the human psyche. Afrikatourism: Ecotourism Unique to Africa ______References ______Ecotourism Society. 1992. In: Study notes on responsible tourism. Afrikatourism, drawn from Open Africa’s vision (1994), is Buckinghamshire Chilterns University College, Wellesbourne a restorative, sustainable, and profitable tourism sector, Campus, School of Leisure and Tourism, Kingshill Road, High particular to Africa’s circumstances and characteristics. It Wycombe, Buckinghamshire, HP13 5BB, UK. defines an entirely new, responsible, and essentially African Hunter, Colin. 1995. In: Study notes on responsible tourism. industry, with community participation and conservation as Buckinghamshire Chilterns University College, Wellesbourne Campus, School of Leisure and Tourism, Kingshill Road, High its cornerstones. Afrikatourism highlights a niche for African Wycombe, Buckinghamshire, HP13 5BB, UK. supremacy in nature-interactive tourism. It can be found Open Africa. 1994. Afrikatourism. [Online]. Available at: http:// and experienced only in Africa. It also integrates perfectly www.openafrica.org/theme with the political vision for an African Renaissance. Poon, Auliana. 2001. Reinventing tourism. [Online]. Available at: http://www.tourism-intelligence.com/reinventing.html World Commission on Environment and Development. 1987. Our Conclusions______common future. Oxford: Oxford University Press. 43–44. World Tourism Organization. 1997. Declaration on the social im- Ecotourism is, at its best, perhaps somewhere close to pacts of tourism. In: World tourism leaders’ meeting on the social our ideals for responsible tourism. However, the difficulty impacts of tourism. [Online]. Available at: http://www.world- tourism.org/cgi-bin/infoshop.storefront/3a9d4f9e007054cd is that there is nothing to prevent any operator, destina- 2718c28c164c06b5/Home. 46 p. tion, or other “player” in the tourism industry from using

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