| Quick! Are green jet
skis an example of ecotourism?
That's what some tour operators on Mexico's coasts would lead
you to believe. Mexico is jumping onto the hottest growing segment
of the world tourism market - ecotourism. The options are limitless,
but shouldn't be confused with short-term ploys to make a quick
peso. If you want to see the future of Mexican ecotourism, look
further south.
Costa Rica's major income comes not from industry or agriculture
but from nature-based tourism and ecotourism. Apparently, tourists
are no longer content to lie on sun-soaked beaches and meditate
to the sound of crashing waves and Michael Jackson tunes, especially
when native birds sing their choruses in the nearby forests.
Eco travelers don't expect air-conditioned suites; they want
to immerse themselves in the adventure of getting to know a
particular place.
In addition to promoting tourism, the Costa Rican government
presented a strategy this spring to preserve 90 percent of the
nation's biodiversity, providing incentives to landowners who
safeguard their property. In other words, tourism and taxes
combine to promote long-term a conservation plan.
Part of ecotourism remains a buzzword, but the concept does
go deeper. In Mexico's it's been interpreted superficially -
perhaps as a result of the country's nascent environmental awareness.
Mexico's federal environmental law is less than ten years
old. And, afterall, Green Volkswagen taxis are called "Ecotaxis"
and Mexico City boasts a movie theater painted green and designated
an "Ecocine."
But if we interpret ecotourism not just nature-based tourism,
but as tourism that assists in the conservation of natural resources,
its usefulness expands. Its profitability can assist local projects
and help explain scientific concepts such as biodiversity. Mexico,
for example, is known as a mega-diversity country. Only Colombia,
Peru, Brazil and Indonesia have a greater number of species.
Mexican tour operators, long accustomed to heralding megaprojects
like Acapulco and Cancun, now are discovering profit potential
in Mexico's lush natural resources - the Sea of Cortez, the
dunes of Cuatro Cienegas and the Sian Ka'an biosphere reserve.
Previous tourism campaigns promoted images of Mexico that
were selected because they appeared like European or U.S. cities.
Now they are promoting destinations that resemble no other place
on the planet.
One of the advantage of ecotourism is that it has the potential
to offer both large and small projects for travelers of all
incomes. Investors have a greater choice and travelers more
options.
As a rapidly growing segment of the world tourism market,
ecotourism differs greatly from the megaprojects. Instead of
creating cities from fishing villages (Acapulco, Cancun, etc.),
ecotourism highlights local towns, the ecosytems and culture.
It's hard to separate one from the other in these fantastic
places.
Before last year, it was virtually impossible to get a map
of Mexico's national parks and biosphere reserves. Previously,
these places were charted only in official papers and scientific
literature. Unlike other Latin American countries, Mexico paid
only scholarly attention to its natural resources. This is changing.
Mexico's Tourism Secretariat (SECTUR) now has a specific division
which promotes "alternative" tourism, which includes ecotourism.
As a result we have maps and the local communities receive a
kinder ear from government officials.
Last year SECTUR and Mexico's Environment Secretariat (SEDESOL,
now SEMARNP), collaborated on a color map of these areas. The
campaign slogan: "Dejate conquistar por nuestros Parques Nacionales!"
(Let our national parks win you over!) is creative. Meanwhile,
state and foreign offices need to be informed of this option.
Recently, I paid a trip to Monterrey, Nuevo Leon. I stopped
at the city tourism office and asked what natural attractions
were to be found. I was told I couldn't find local parks or
local artesenia for that matter - "We are an industrialized
state," said the indignant clerk.
Nuevo Leon does have many splendid natural resources - from
the Cumbres de Monterrey to Chapinque, a city park. Ecotourism
is slowly developing here. Nearby you can find cloud forests,
wetlands and the Chihuahuan Desert. As travelers show interest,
no doubt the tourism officials will catch up to them.
While Mexico develops its natural attractions, we should all
be aware of the problems inherent in promoting eco trips. Are
the local gems ready for increased traffic? You won't win a
trip to the El Cielo cloud forest in the state of Tamaulipas
on a game show. And maybe that's a good thing.
Tamaulipas state officials are discussing cross border projects
with their counterparts in Texas. At a recent conference in
Brownsville, Texas, both states promoted both organized and
individual trips to El Cielo. How can the tourist dollar pay
for local services? Successful nature-based ventures depend
on the support of the local communities.
In Quintana Roo, SECTUR promotes the low-impact, rustic tourism
in the Sian Ka'an and Yum Balam biosphere reserves, just two
hours away from Cancun. Tourism can promote not only the guardianship
of the reserves, but scientific investigations and environmental
education.
Mexican businesses are slow to promote ecotourism - that is
compared to the tremendous industry that nature-based businesses
have in countries such as Costa Rica and Ecuador. In the capital,
EcoGrupos de Mexico offers a variety of trips. Arizona's Ajo
Stage Line tours offers trips to Sonora's Pinacate and Clipper
Cruise Lines has trips in the Sea of Cortez.
While we can count the number of nature-based tourism outfits
now, within five years the field will likely explode with both
national and local ventures. It's happened before, and Mexico
is positioned on the crest of the wave!
Two years ago I started publishing Planeta. Managers
of environmental destinations want to promote their projects
in a way that they receive not just tourists, but educated tourists
who understand and want to know more about these fragile ecosystems.
The response to Planeta has been fantastic. It's rewarding
to see how many people are interested in the environmental issues
throughout the Americas. I regularly correspond with dozens
of people each month.
In short, certainly travelers can enjoy all sorts of attractions
- from jet skis to cabaret shows. Ecotourism demands and provides
a bit more, I think, than just amusement. Ecotourism provides
unique opportunities for education and experiences that will
last a lifetime. It might even help to protect the earth. |
