Wild for dolphins - Tourism 2


	Niche Markets According to a 2002 article in IDB America, the magazine of the Inter-American Development Bank, “Every country in Latin America and the Caribbean offers at least some ecotourism opportunities.” (Roger Hamilton, 2002). One trend that the region has begun to capitalize on – though not to its fullest extent – is wild whale and dolphin watching excursions. In 2002 alone, this industry generated more than $1 billion USD in revenues worldwide. The Caribbean’s diverse underwater ecosystem and expansive depths attract a host of marine creatures, including some 30 species of dolphins and whales. Further, this activity lends itself well to the small business entrepreneur, who tends to be more familiar with local waters, and as it does not entail significant start-up costs. • According to a report by the Whale and Dolphin Conservation Society, wild animal viewing grew an impressive 20.2% each year between 1994 and 1998 (the most recent years assessed), as compared to an annual rate of 10.3% worldwide. Moreover, analysis shows that the industry has not been developed to its fullest potential in the region. • Annual whale and dolphin watching revenues exceed $11 million (USD, 2002) in the Greater Caribbean. • By 1999, the number of Caribbean countries that engage in wild whale and dolphin watching had increased by 40% – this in just 5 years. And the industry continues to catch on throughout the region. • Some Caribbean countries are ahead of the curve and have leveraged whale and dolphin watch tours to capture a great part of the tourism market. Yet reports indicate that many more nations have as yet to tap this potential income source: 1. The Dominican Republic leads the region in recognizing the potential revenues from whale and dolphin watch operations. In 1994, 15,200 people participated in wild whale and dolphin watch excursions ($3 million USD). By 1998, the number of participants grew to 22,284 ($5.2 million USD). And the country continues to capitalize on consumer demand today. 2. The Bahamas and Dominica also reap windfalls from their dolphin and whale watch activities, $3.3 million and $1.1 million respectively (USD, 2002). Income potential is derived not only from the ticket purchase itself, but also any associated merchandising, food sales and lodging costs. 3. The Greater Caribbean islands offer great potential to expand or introduce tropical dolphin and whale watching as part of diving and nature tours. According to the WDCS report, 83% of Caribbean nations were judged to have moderate-to-excellent opportunities to develop this favorite activity of nature travelers. 4. As an example of the potential to develop whale and dolphin watch operations in the Caribbean and Latin America, consider the case of the US state of Massachusetts, which is smaller than the Dominican Republic in many respects and has an abbreviated whale and dolphin watch season due to inclement weather. Still, the industry in this state employs approximately 750 people in 9 communities, generating $24 million in ticket sales. These sales do not account for the various service industries that cater to tourists, such as restaurants, hotels, vendors and transportation companies. A 1988 survey of Massachusetts whale and dolphin watchers reported that 45% of the responders visited the area for the primary purpose of whale watching, with 65% traveling more than 250 miles. This survey indicates the allure of whale and dolphin watching, both for new and repeat customers, which draws tourists to specific geographical areas, supporting local economies and ecotourism. Since tourism is the main industry throughout the Greater Caribbean region, accounting for almost $15 billion (USD, 2002) in total expenditures, the public image of these islands is of great significance. Islands that offer wild dolphin and whale watching tours enhance their image and attract tourists through their creation of a natural allure for both animal lovers and adventurer. “Dolphins and whales play a significant role in [our] history and culture, and in our modern, tourism-oriented economy. So, it’s obviously appropriate…to protect these special creatures…” – Jo Anne Johnson, Town Council Member, Maui, Hawaii, USA While commercial whale and dolphin watching also serves a scientific purpose and facilitates the conservation of these media-darling marine mammals, the economic and aesthetic benefits are gaining equal prominence. This industry is a glowing example of ecotourism and sustainable use of natural resources. If tourism is about selling images, whales and dolphins offer considerable opportunities. But for this to be successful, attention must be paid to the educational, scientific, conservation, as well as to the commercial aspects. – Erich Hoyt, WDCS Report 1999