THE $20 billion a year national ecotourism industry is driving an increase in visitor numbers to the Gold Coast.

Ecotourism Australia says nature-based tourism and ecotourism - tourism with a primary focus on experiencing natural areas - is now worth approximately $20 billion a year to the Australian tourism industry.

Recent Tourism Research Australia data indicates 76 per cent of all international visitors and 34 per cent of all domestic overnight visitors participated in at least one nature-based activity in Australia during 2006,

This equates to more than 29 million visitors for the 12-month period.

The Gold Coast is perfectly positioned as a nature-based tourism destination and is ready to grow its share of this potentially lucrative market.

The Gold Coast's natural assets - including The Hinterland, Broadwater, coastline and climate - give the city a unique edge over other popular Asia Pacific destinations.

Gold Coast Tourism chief executive officer Pavan Bhatia says natural connections are becoming a more significant factor in holiday makers' decision processes.

"Consumers often make their travel decisions based on their desire for a particular experience and in today's fast-pace city life, a natural escape is high on
the list of priorities," he says.

"This puts the Gold Coast once again in first place as a potent ial destination for domestic and international tourists."

Tourism Minister Margaret Keech says the Gold Coast is one of Queensland's premier tourism destinations and the region's many wonderful, natural tourism assets are a major part of its appeal.

"Ecotourism and nature-based tourism are extremely important for Queensland. The Gold Coast is a leading example of what we can offer visitors looking for an ecotourism experience," she says.

O'Reilly's Rainforest Retreat managing director Shane O'Reilly says there has been an increase in visitors seeking more in-depth natural experiences from their chosen holiday destination.

"We have seen strong growth in our accommodation and day tour visitor numbers in the past three years," he says.

"The growing interest is also across all markets.

"While domestic visitors and those from North America, the UK and Europe have long held an interest in nature, we have in the past two years experienced very high growth from Japan, Singapore, Taiwan and other Asian countries that used to be very focused on other aspects of the region.

"Nature-based tourism is only going to grow stronger as the tourist longs to experience a greater connection to nature, discovers the hidden natural assets available to them and global environmental issues become more prominent in society," says
Mr O'Reilly.