Jul. 16--Lake County, like other communities, latched onto the concept of "ecotourism" in the 1990s as part of a plan to target a select group of tourists who travel to wildlife areas where they often stay longer and spend more than the typical sightseer. 

But in the last decade, while the county has seen revenues from tourism grow, it has struggled to carve out an ecotourism market. And the task won't get any easier as the county's explosive growth threatens to dispel Lake's image as "the countryside of Orlando." 

While some proponents of ecotourism have become disillusioned, others are optimistic that the concept can still move beyond just a buzzword and a marketing tool. 

"We cannot grow all over everywhere or we won't have any habitat left," said Leesburg's Mary Anderson, a member of the local Audubon Society. "Growth is a tremendous challenge and we have to plan for it. As much as possible, we should preserve and restore land occupied by wildlife." 

That gets harder to do as development continues to push into all corners of Lake County. In the past decade, the county saw rapid growth, with its population going from 152,107 to 219,538, according to the latest U.S. Census figures. 

But Dave Warren, executive director of the Lake County Convention and Tourism Bureau, said even with rapid growth, Lake County has a lot to offer ecotourists. 

Lake's natural beauty is just one of the things tourist officials are selling to visitors. Tourists had a $231 million impact on Lake County last year, up from $180 million just three years ago, according to recent figures released by the tourist council. 

Golf, festivals, sports, fishing and scenic beauty drew 1.8 million people last year compared to 1.5 million in 1998. 

"They are all niches, and a part of the overall puzzle," Warren said. "Ecotourism has been slower to develop. We may not be moving as fast as everyone wants but we are making progress." 

One of the more encouraging endeavors has been the restoration of Lake Griffin's Emeralda Marsh. The county's Tourist Development Council and the St. Johns River Water Management District have been working to improve access to the marsh. 

The tourist council hopes bird enthusiasts across the country will come to the marsh to see the more than 70 species of birds that inhabit the area. 

Nadine Foley, president of the Trout Lake Nature Center, said the county has recently given environmentalists some reasons to be optimistic. She said work on Emeralda, along with securing the protection of the 263-acre Palatlakaha Environmental and Agricultural Reserve, were important moves. 

"Growth is feeding the initiative," Foley said, referring to rapid growth prompting more people to advocate for conservation. "We just have to make sure we are keeping ample park facilities and green space." 

Megan Epler Wood, president of the International Society of Ecotourism in Vermont, said growth can undermine ecotourism efforts. 

"It "ecotourism" is a sophisticated niche market and people are not going to drive through an overdeveloped area to reach attractions that are not authentic," Wood said. "The nature attractions can't be the same as seven or eight other places. Gators and egrets you can see anywhere are not going to be selling." 

Hope Lamb, former Clermont City Council member and owner of Southern Ecological Expeditions, said there are three important factors needed for ecotourism to succeed -- growth must be managed, private industry has to embrace nature-based businesses, and the county has to invest in and not just promote its natural sites. 

"In South Lake you can't turn a corner without looking at a housing development," Lamb said. "People are having to go farther and farther out to find nature." 

Lamb said it is easy to talk about being an environmentally friendly county but at some point actual "concrete actions," such as establishing conservation zoning, have to be taken to move the county in that direction. 

Catherine Hanson, chairwoman of the Lake County Commission, has advocated smart growth and ecotourism. She said the nonprofit group Trust for Public Land will address the commission Aug. 7 about areas that could be purchased for conservation. 

Hanson said the county wants to market its natural sites to bring in tourists and encourage the private sector to pursue ecotourism ventures. She does not think growth is hampering the county's efforts. 

"I think Lake County has a tremendous opportunity to take advantage of its natural sites that lend itself to ecotourism," Hanson said. "It is a quality of life issue that also draws people here." 

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(c) 2001. Distributed by Knight Ridder/Tribune Business News.