In this paper, we examine the expenditure of whale shark tour participants at Ningaloo Marine Park, Western Australia; the location of the world's fi rst whale shark tourism industry, established in 1989. We demonstrate that in 2006, participants' expenditure in the region was $894 per trip, total expenditure was $6.0 million (all fi gures are in Australian dollars), and between $2.4 and $4.6 million would have been lost to the region if whale shark tourism did not exist. Our measure of participants' expenditure is substantially lower than the calculation of $2370 per participant from a previous study of whale shark tourists using data collected in 1995. We argue that this is consistent with a change in the types of wildlife tourists that participate in an activity as the industry reaches the point of consolidation. Our results also suggest that using old data to forecast wildlife tourists' expenditure needs to take into account the industry' 1 In addition to attracting local and international visitors and making a contribution to the regional economy, it also fi ts within the category of 'iconic' tourism (Stoeckl et al., 2005), providing the region with a recognisable brand and point of difference from its competitors. Previous research on whale shark tourism valued the expenditure of whale shark tourists in the region at $4.7 million (Davis et al., 1997). 2 However, the Davis et al. study was conducted in 1995, only six years after the fi rst whale shark tours, when the industry was in its infancy.In this paper, we discuss and assess changes to whale shark tourism since 1995, focusing on the local economic impact of whale shark tourists' expenditure. This paper consists of fi ve sections. The fi rst section provides a brief description and history of tourism of the Ningaloo Coast and the Ningaloo whale shark tourism industry. The second section reviews the literature, analysing the economic impact 5 Although reliable statistics are not available for the early 1990s, it is widely regarded by researchers and the local tourism industry that visitor numbers have increased markedly since the early 1990s. Over this period, there has been a marked change in the nature of tourism in the region. From 1989 to 1991, fi shing was the most popular activity on the Ningaloo Coast for 70% of visitors (Wood and Dowling, 2002), while in 2003, it was most popular for only 10% of visitors (Carlsen and Wood, 2004). In a related trend, the origin of visitors has changed from being overwhelmingly from Western Australia to now include a high proportion from other countries and more from other states (see Table 1).
Impact of Whale Shark Tourist Expenditure in the Ningaloo Coast RegionCarlsen and Woods' (2004) analysis of expenditure patterns on the Ningaloo Coast found that the expenditure of visitors correlated positively with their participation in high-cost activities, and correlated negatively with their age. Visitor expenditure also correlated positively with increasingly expensive accommodation categories, 6 and that ex...