Powering the Local Economy Through Ecotourism in Florida

In Southwest Florida, the Rookery Bay Reserve is a powerful driver of the local economy. From sustaining jobs to boosting revenues for small businesses, the Reserve is at the heart of Collier County’s economic resilience. A shining example is Rising Tides, a scientist-led ecotourism company that partners with the Friends of Rookery Bay. What started in 2015 with just $50 and no kayaks has grown into a thriving business that transforms how visitors experience the region while fueling Collier County’s tourism economy.

“It’s not just about paddling through pretty places,” says founder Ryan. “We’re giving people science-based, educational outdoor experiences that go above the norm. Guests leave with a deeper appreciation for this place, and motivation to protect it.”

Like all of Florida, Collier County’s coasts are magnets for “snowbirds,” vacationers, and local families. Many want to explore beyond the beach, but the vast mangroves, estuaries, and barrier islands can be daunting without expert guidance. Rising Tides fills this niche, offering kayak and boat tours, rentals, and educational experiences led by guides with backgrounds in biology, ecology, and environmental science.

The economic reach of Rookery Bay extends far beyond its mangroves. Tourism is the backbone of Florida’s economy, and ecotourism plays a crucial role in Collier County. Rising Tides alone puts tens of thousands of visitors on the water each year—up to one hundred a day in peak season—supporting jobs in the transit, tourism, food, and hospitality industries. 

“Each year, more than 13,000 paddlers and passengers explore the 110,000 acres of Rookery Bay,” says Rebecca Roth, executive director of the National Estuarine Research Reserve Association. “These experiences that not only connect people to the natural beauty of the coasts, they also generate more than $1 million in annual revenue.” 

Beyond tourism, the habitats of Collier County—including those safeguarded by Rookery Bay—sustain a thriving local fishing industry valued at $7.2 million annually, underscoring the vital role these ecosystems play in both ecological health and economic prosperity. Statewide, Florida’s three National Estuarine Research Reserves—including Rookery Bay—support 1,697 jobs and enhance local revenues by $45 million through staff salaries, operations, and partnerships. Reserves and their partners attract 2.1M visitors whose spending contributes $114.1M to local economies. 

For the Friends of Rookery Bay, the partnership with Rising Tides has been transformative. Over the past six years, tours run through the Reserve have generated more than half a million dollars to support Friends programs—from buses that bring schoolchildren to the Reserve, to staff who deliver education and outreach across the community.

“We are incredibly fortunate to partner with Rising Tide,” says TJ Snopkowski, executive director of the Friends. “Not only is it the most unique and educational experience you can get on the water in Southwest Florida, but when you book their tour of Rookery Bay, you are directly supporting the conservation and advocacy of the Reserve—the economic and ecological backbone of our region.”

“Without the Reserve, none of this would exist. It’s the reason people come,” Ryan reflects. “I first came here as a student on a field trip. Now our boats launch from that same dock, and we’re creating experiences that could change someone’s life, just like mine was changed. That’s the ripple effect of Rookery Bay.”