Barriers and opportunities for consumption of invasive lionfish in Belize

Invasive lionfish ( Pterois spp.) have rapidly spread across the Western Atlantic and Mediterranean Sea. They reproduce frequently and consume native marine life important to livelihoods and reef health. To combat the deleterious impacts of this species, management efforts in Belize and throughout the invaded range have included development of a food market for lionfish. To determine the viability of a food market for lionfish and marketing strategies to sell lionfish in Belize, we conducted nationwide, structured surveys with a representative sample of foreign tourists ( n = 400) and Belizean citizens and residents (BCRs) ( n = 400). We assessed knowledge about lionfish, attitudes towards purchasing lionfish and food neophobia (fear of trying new food) to predict willingness to consume lionfish and compared the two groups. We found no significant difference in awareness or knowledge about lionfish between foreign tourists and BCRs. However, foreign tourists were more willing to try lionfish and exhibited significantly less food neophobia than BCRs. BCRs were more likely to believe lionfish is unsafe to eat, and often believe it is unsafe to handle, which poses a barrier as this group reported that they typically prepare seafood themselves rather than dine at restaurants. Taste and health were the most common reasons both groups eat seafood. Health was noted more often by BCRs, and foreign tourists often stated they chose seafood because it is fresh and available locally. Just 15% of BCRs and 16% of tourists have tried lionfish, but 50% of BCRs and 74% of tourists would be willing to try lionfish, suggesting a significant opportunity to increase the consumption of lionfish. Synthesis and applications . Findings support the viability of marketing lionfish in Belize to both BCRs and tourists given effective outreach and provide lessons learned for similar efforts throughout the invaded range. Outreach to BCRs should include safe handling and emphasize that lionfish is safe to eat, as the misperception that it is not is a barrier to consumption. Comparing lionfish to snapper in taste and texture is a promising approach for marketing to BCRs, while taste, health and benefits to the reef and local fishers are motivating for BCRs and tourists. Read the free Plain Language Summary for this article on the Journal blog.