This report details a comprehensive market assessment for ecotourism in Alberta and British Columbia. Commissioned by Canadian Heritage and other agencies, the study employed five key components: a consumer telephone survey, an ecotourist mail survey, a travel trade survey, a literature review, and an examination of wildlife viewing and cultural experiences. The findings provide insights into ecotourism consumers, their travel preferences, the significance of natural settings, and the connections between travelers and suppliers. It also addresses interest in these provinces as destinations, barriers to ecotourism, and implications for product development.

This report is a technical document presenting the findings of a market assessment for ecotourism in Alberta and British Columbia. Its focus is on data-driven analysis derived from surveys and literature reviews, aimed at informing product development and destination marketing. The scope covers consumer profiles, travel patterns, market drivers, and barriers, providing a detailed overview for stakeholders in the tourism industry. The implications section offers actionable insights for developing and promoting ecotourism offerings in the specified regions.