The Market

The outdoor recreation and nature based market is large, growing, reachable, under-developed and under served (especially in South Florida). The combination of these factors creates an attractive financial opportunity for EcoExperience. According to the World Travel Organization, the global nature-based nature based tourism market is estimated at $423 billion. It has experienced annual growth rates of 20-30% from 1996 to 2006).

In addition, according to a Lou Harris poll for Travel and Leisure Magazine, the growth is being driven by two factors: an overall increase in tourism coupled with a shift away from traditional luxury hotels as travelers seek places they have never seen before - locations with natural beauty and opportunities to learn and gain new perspectives

Within the United States almost $40 billion was spent on "non-consumptive, wildlife-related recreation" in 2005. A U.S. Travel Data Center survey revealed that 30% of travelers intend to take a nature based tourism trip within the next three years. These market size indicators are further supported by several facts:

• One segment of nature based tourism, bird watching, was the specific intent of 24 million American travelers in 2006 (U.S. Department of Interior). The 2003-2005 National Recreation Survey shows that bird watching has become one of the fastest growing recreational activities in the US, ahead of such activities as hiking and skiing;
• Yellowstone and the Grand Canyon each attract between 3-4 million visitors per year. These are magnificent attractions. However, they are single attraction locations, inconveniently located and have seasonal limitations;
• Roughly 50% of all international tourists entering the U.S. were classified as "nature tourists" with 20-40% specifically interested in wildlife and outdoor recreation,
• In 2007 the The Seminole Big Cypress Reservation attracted over 600,000 visitors to the area

The Company's Initial Target Market: Florida

Florida serves over 84 million tourists annually, with 15% originating in foreign countries. Nature based currently account for approximately 5% of the total . . . or about 4 million colorists per year. They spend an estimated $200-$300 per day. This translates into a current total market value of $400-$600 million. (Update with Visit Florida 2005-06)

This "eco" market, while large, is both underdeveloped and underexploited, especially in Florida and other areas of the United States. Support includes:

• There are no nature based chains in the United States focused on providing ecotourism, nature based, outdoor recreational programs and experiences. nature based must either search for the few facilities that exist, stay in "bed in a box" hotels/motels that are not convenient to their outdoor recreational and ecoexperience, or stay in campgrounds, State and National Parks;
• Florida, with an abundance of high potential Nature Based sites, a favorable year round climate, an excellent travel infrastructure, a large tourist base, and a large local population base, has only two quasi-nature based lodges (one on the northwest coast and the other in the National Park area in the Everglades); and
• Traditional outdoor and nature based tourists are special interests groups, such as bird watchers and adventure and outdoor sportsmen, who actively search for sites and will be inconvenienced in order to gain the desired nature experience. A much broader potential market exists. However, the "eco curious", "eco aware" and educationally oriented market segments remain largely undeveloped due to the lack of facilities that enable a convenient and holistic nature experience and heritage coupled with the absence of sophisticated marketing programs to build awareness. These factors represent a tremendous twofold opportunity to better serving the existing outdoor recreational and expanding the total market by offering a 3-4 star facility.
• Two trends will influence Florida’s tourism industry in 2008. Travelers want “bragging rights” about a unique vacation experience, and they love to compare notes with each other over the internet. Visitors want to swim with dolphins, explore through the Everglades---things they can’t do anywhere else, says Dale Brill, chief marketing officer for Visit Florida, the state’s tourism marketing agency.

Florida Everglades Resort at Big Cypress facilities and programs will be uniquely positioned to capitalize upon the market opportunity both on site and off site . . . combining the convenience and luxury of a 3/4 star EcoResort with a true ecoexperience tailored to a broad range of interests.

Initial Opinion Report