The value of flower tourism on the Bokkeveld Plateau - a botanical hotspot

The Bokkeveld Plateau is situated at the interface between the Cape Floristic Region and the Succulent Karoo and has high levels of endemism and plant biodiversity. During spring, the area attracts tourists to view the wildflowers in bloom. Wildflower tourism has been suggested as a means to protect the plant biodiversity of the region. A questionnaire survey was used to estimate the value of flower tourism and to explore visitors' preferences for different attributes of their experience. The travel-cost method, conjoint modelling and direct questions were used. It was estimated that R2,35 million is spent annually in the area. According to the travel-cost analysis, the average consumer surplus was R28 per person. On average, 37 per cent of visitor enjoyment came from seeing expanses or carpets of flowers and 26 per cent from seeing the variety of flowers. The average length of stay would be reduced to 37 per cent of its original length if there were no flowers present. The conjoint analysis showed that seeing carpets of flowers contributed by far the most to the scores given to scenarios, as compared with seeing a variety of species of flowers or bulbs. Biodiversity conservation will therefore depend on marketing the biodiversity and other attributes of the area rather than relying on the visual displays that are highly weather dependent.