South Texas Nature Tourism Marketing Annual Report2014 - 2015

• To enhance the individual nature tourism marketing efforts of South Texas’ communities, and to increase awareness that South Texas is the premier destination in the United States for birding and nature.

• Our cooperative enables South Texas to better reach and impact the travel trade and consumer. Because of the region’s collective resources, we are able to compete on a broader scale with other nature destinations across the nation and the world.

MISSION STATEMENT

Our 2014-2015 Membership

What is Nature Tourism?

• Nature tourism is defined as “responsible” travel to natural areas, which conserves the environment and improves the welfare of local people.”

• Minimizing negative environmental impacts (e.g., preserving resources) and even maximizing positive environmental impacts (e.g., education about resources) is evident through nature tourism, which takes the form of birdwatching, photography, stargazing, camping, hiking, and visiting parks.

• In addition to the protection of vital natural resources, nature tourism also has a profound economic impact on local communities.

Why Nature Tourism Matters in South Texas

• The direct economic contribution from RGV nature tourism led to a total 2 county-level economic annual output of $463.0 million and 6,613 full- and part-time jobs.

• This total contribution includes a $266.6 million contribution to gross regional product and a $163 million contribution to labor income across the region.

• Local taxes generated from direct nature tourist expenditures for 2011 was $2,560,300 for sales tax and $7,512,900 for hotel tax.

• Report prepared for STN by the Department of Recreation, Park & Tourism Sciences and Department of Agricultural Economics Texas A&M University College Station.

• Identify media outlets & nature/birdwatching bloggers & writers

• Establish contact. Set appointments.

Review results. Decide on participation of individual writers based on varied criteria and budget.

Thorough Research. Establish contact & request firm commitment from publications. Work with the state tourism office.

Maintain constant communication. Assist with marketing their events. Promote them everywhere we go.

• Media Mission Trips.

• National & International Birding Fairs Participation.

• Hosting of Influential Birders, Nature Writers / Bloggers, Ornithologists, Journalists and Travel & Tour Operators.

• Support Efforts by Local Nature Parks and Organizations.

STN’s Scope of Work

• One on one contact with potential visitors to South Texas and influential bird watchers.

• Opportunity to open new markets.

• Opportunity to attract and interact with the local media and travel & tour operators.

• Research “who’s who” in the region’s bird watcher network.

Years Participating Attendance

British BF 14 27,000

Scottish BF 4 5,000

Norfolk BF 2 2,500

Germany BF 1 3,000

Swedish & Dutch

1 5,000

Madrid BF 1 15,000

Extremadura 1 13,500

Total target Audience

71,000

European Bird Fairs in 2014-2015 Program

• One on one contact with potential visitors to South Texas and influential bird watchers

• Opportunity to open new markets

• Opportunity to attract and interact with the local media

• Research “who’s who” in the region’s bird watcher network

• Answer questions

• Address concerns

Years Participating Attendance

Cape May BF – New Jersey

1 2,500

American Birding Expo - Ohio

1 3,500

Space Coast BF - Florida

2 5,000

RGV B Festival

3 3,000

Total target Audience

14,000

USA Bird Fairs in 2014-2015 Program

Organize Itineraries with the help of STN members and the state’s tourism office.

Provide networking opportunities for all members.

Deliver a successful and professional experience.

• First hand experience generates positive stories.

• Provides numerous submissions and content online and on paper.

• Social Media postings in real time.

• Only journalists with firm commitments from reputable publications are sponsored. Bloggers and VIP birders are chosen based on different criteria by the STN board.

Hosting International Journalists

International Guests Hosted by South Texas Nature in the 2014-2015 Program

a) Cord Riechelmann – Germany

b) David Callahan – United Kingdom

c) Dr. Ina Knobloch – Germany

d) Ed Hutchings – United Kingdom

e) Stuart Winter – United Kingdom

Total Effectiveness Value of Editorial Coverage for 2014-15 in the United States

During this year’s work plan, we generated an approximate effectiveness value of $186,255.00Positive content about South Texas was published in many publications including:

Bird Watching DigestCanadian TravelerHouston ChronicleMidwest TodayOttawa Sun OnlineRV LifeTexas HighwaysToronto Sun Online Trailer Life USA Today

* Met with Senator Eddie Lucio Jr.

* Met with Secretary of State Carlos Cascos

* Met with Humberto Garza –District Director for U.S. Representative Filemon Vela

* Met with the Texas Historical Commission Heritage Directors

* Participated in events organized by Texas Tropical Trails

Sharing the Story of South Texas Nature

Where do People “Bird” in South Texas?• World Birding Centers

• National Wildlife Refuges

• Audubon Facilities

• Nature Centers

• State, Country and City Parks

• Privately Owned Lands & Wetlands

• Levees, Downtowns and Just about Everywhere!

STN Supported Local Nature Parks & Organizations in 2014-2015 Program.• Attended meetings organized by US Fish & Wildlife

• Attended meetings organized by Texas Parks & Wildlife

• Attended meetings organized by local Nature Park Administrators

• Approved the creation on a new interactive Nature Calendar to be embedded in the South Texas Nature website by the end of 2015

• Distributed various parks information during trade shows and events

• Included parks in STN’s international guest journalist itineraries

• Promoted their events through social media

• Worked closely with the Rio Grande Valley Birding Festival

South Texas is a World Renowned Destination for Birding and Nature.

Texas offers the richest bird watching in USA - 630 species, more than any other state.

The Lower Rio Grande Valley offers the richest birding in Texas, with 540 species, more than 48 US states. It also has 330 butterfly species.

More than half the US bird and butterfly species are found in the Valley, in four counties, an area just 140 miles by 40 miles.

South Texas is a World Renowned Destination for Birding and Nature • Avian Adventures. AvianAdventures.co.uk

• Birding Breaks. BirdingBreaks.nl

• Birdfinders. BirdFinders.co.uk

• Naturalist Journeys. NaturalistJourneys.com

• Ornitholidays. Ornitholidays.co.uk

• Texas Target Birds. TexasTargetBirds.com

• The Urban Birder Tours. WingsBirds.com

• Tropical Birding. TropicalBirding.com

• VENT. Victor Emanuel Nature Tours. VentBird.com

FOR A COMPLETE LIST OF TOUR OPERATORS PROMOTING SOUTH TEXAS BIRDING PLEASE VISIT WWW.SOUTHTEXASNATURE.ORG

Working together as a region is South Texas Nature greatest accomplishment.

This could not be possible without the support of all of its members, nature park directors andsponsors.

Working together as a region is South Texas Nature greatest accomplishment. We owe tremendous gratitude to Tourism Director Brad Smyth of the Office of the Governor of Economic Development and Tourism and his entire staff.

We Are Ready for a Fantastic New Year2015-2016

SouthTexasNature.orgFacebook/SouthTexasNature

Twitter @STXNature

New Members and Sponsors are Always Welcome

SOUTH TEXAS NATURE DIRECTOR: Nydia O. Tapia-GonzalesP: 956-202-1392 Email: Nydia@rgvtourism.com