Canadian Heritage and other agencies commissioned a study to assess the potential markets for ecotourism in Alberta and British Columbia. The market demand assessment consisted of five major study components, considering ecotourism as encompassing tourism related to nature, adventure, and culture in the countryside. This report presents the results from one of the study components, a detailed look a detailed look at two popular activities: wildlife viewing and cultural experiences. The results include information on demographics and characteristics of ecotourism consumers, their motivations, preferred activities, and the implications of the findings for ecotourism promotion.