Millennials as consumers of wildlife tourism experiences

Wildlife tourism benefits regional economies and biodiversity conservation, yet visitor numbers remain below capacity in many wildlife destinations. With an aging population and increasing pressure on the natural environment, the need to attract a younger generation (Millennials) to nature and conservation is becoming more important than ever. To see increasing visitation from Millennials it is necessary to understand their perceptions of and expectations about wildlife tourism experiences and how that may require improved management effectiveness. To this end, six focus groups were conducted with South African Millennials in different family life cycle stages. The findings show that focus group participants' expectation of a wildlife tourism experience is to have an encounter with wildlife. They expect the experience to be authentic and responsible. They want opportunities to engage in various activities, and show a keen interest in visiting national parks. The paper contributes to the limited research on Millennials and their preferences for nature and wildlife-based experiences. Insights gained from this cohort have implications for wildlife tourism organizations in terms of product development and species conservation.