Maximising returns: integrating nature-based tourism and leisure into your natural capital strategy

That is to say:

• Stacking – enabling multiple ecosystem services on a parcel of land and selling them as separate units
• Bundling – offering multiple ecosystem services on a parcel of land but selling them as a single trade or credit to a single buyer

Dedicating land to natural capital income streams does not mean restricting it from other commercial ventures. In fact the benefits offered by investing in natural capital can complement tourism and leisure enterprises, creating new income streams and improved visitor engagement.

Our latest Spotlight on the tourism, leisure and events market explored the important consumer trends of sustainability, authenticity and wellbeing. These trends are shaping decision-making across the industry, whether consumers are booking a wedding venue, a glamping holiday or a visitor attraction. Carefully integrating tourism and leisure with natural capital schemes can create mutually beneficial outcomes, maximising value for all stakeholders.

Three tips to balance natural capital and tourism

1. Establish a point of difference

People are increasingly looking for unique, organic and authentic experiences. Successful tourism and leisure businesses benefit from distinctiveness, and the natural environment provides many opportunities to develop an attractive niche.

When accessing nature-based funding streams, landowners and managers will have undertaken a biodiversity baseline and created their biodiversity vision, meaning that they have already considered what natural assets exist. Just as nature-based projects are tailored to those assets, so too should the tourism enterprise. For example:

• Upland landowners with moorland and upland peat may benefit from Peatland Carbon Code funding while also developing scenic trails for ramblers.
• Additionally, biodiverse and unique landscapes may provide a perfect setting for a wildlife safari experience.

2. Maintain the integrity of both initiatives

Balancing tourism with natural capital requires careful planning to enhance ecological preservation whilst maximising commercial success. Biodiversity protection is vital to ensure the farmland reaches its target condition; this occurs when ecosystems thrive, as detailed in our Spotlight on biodiversity. Some areas may need to be protected from visitors to maintain the ecological integrity and preserve potential income.

• Visitor flow and site design should be carefully managed. Thoughtfully designed footpaths, clear signposting and designated zones can protect sensitive habitats while enhancing visitor experiences. 
• Visitor caps may be necessary to maintain biodiversity targets.

The rules around additionality must also be considered. Justifying funding eligibility requires careful planning to ask questions such as: has the woodland been made for the benefit of tourists or to capture carbon? Careful planning ensures eligibility for funding whilst maintaining long-term sustainability.

3. Think outside the box

Nature-based tourism is evolving beyond traditional outdoor activities. Successful businesses are thinking creatively about how to combine the natural environment with education and leisure to create innovative visitor experiences. Examples include:

• Conservation grazing: the grazing of longhorn cattle or bison to enhance biodiversity can double as a visitor attraction.
• Outdoor wellness: wild swimming, mindfulness retreats and other outdoor wellness experiences are meeting the demand for wellbeing activities.
• Living history and nature experiences: bushcraft workshops, rewilding tours or nature-based storytelling can reinforce conservation education and enhance visitor experiences.
• Social prescribing – partnering with healthcare providers to host nature-based wellbeing activities provides new income streams and community benefits.

Integrating natural capital with tourism and leisure provides an exciting opportunity to benefit the environment, communities and businesses. With thoughtful planning, innovative ideas and strong differentiation, landowners can establish resilient and sustainable enterprises.

Further information

Contact Simon Foster or Nicola Buckingham