Ecotourism is purposefiiltravel to natural areas to understand the culture and naturalrnhistory o/the environment; taking care not to alter the integrity o/the ecosystem;rnproducing economic opportunities that make the conservation o/natural resourcesrnbeneficial to local people. It is currently the/astest growing sector o/the world's largestrnservice industlY, tourism.rnThe key problem driving the accelerating widespread destruction and degradation o/thernnatural environment o/the country is that the importance 0/ environmental conservationrnand sustainable development to socio-economic development is undervalued by ourrnsociety. To appeal/or decision makers the importance 0/ conservation empirical evidencernis necessary.rnBy employing lndividual Travel cost Method o/Valuationto measure the recreationalrneconomic benefit using on-site survey data from Bishangari ecolodge in Eastern ShewarnZone, Oromya Region, this paper estimates a lruncated count data demand model 10rnestimate the users' value 0/ access to this wilderness area.rnThe recreational benefit o/the site was estimated to be Birr 3,943 ,500 implying that thernsite authorities wlleGled 25 % o/lhis some.