Whether it's a lack of options or affordable ecotourism, one thing is for sure: it represents a stunning opportunity for accommodation providers and tour operators. The latest findings from Roy Morgan Research reveal that while more than 20% of the population would like a total ecotourism experience for their next holiday, only a tiny fraction have actually had one. As of June 2015, 21.6% of Australians (some 4.2 million people) agree with the statement, "For my next holiday, I'd really like a total ecotourism experience," up slightly from 19.3% in the year to June 2011. While interest in eco-friendly travel is gradually rising, the proportion of Australian holidaymakers who lived the green dream on their last trip remains extremely low at 1.1%. Find out more.