Sustainable Native Orchid Tourism Demand in Central Veracruz, Mexico

Orchids are highly prized in the flower market; their extravagant colors and shapes make them an ideal target for rural tourism. Mexico has a diverse range of native orchids; this diversity can be exploited as a tourist resource since there are many enthusiasts who want to learn about them. However, information about orchid tourists’ demographics and consumption habits is scarce. The aim of this research was to evaluate the demand regarding native orchid tourism, as well as the consumption habits and tourism spending of orchid enthusiasts. We hypothesized that there is a high demand for native orchid tourism in central Veracruz and that tourists’ spending is mostly driven by age and educational level variables. To explore this hypothesis, we conducted a survey among the attendees of the “International Orchid Festival 2022” held in Coatepec, Veracruz. A total of 100 interviews were conducted among orchid tourists. The results show that most of them (92%) were interested in visiting and learning about orchids in their natural environment. Age and educational level variables were found to have a significant effect on daily and total spending during vacations. The orchid species preferred by tourists were Laelia anceps and Myrmecophila grandiflora. These results are useful for the creation of sustainable tourism services focused on the observation of native orchids and developing alternatives to improve the living conditions of families involved in cultivating native orchids.