Wildlife Welfare in Tourism: What Are We Doing?

Here, Charlie uncovers how we are shaping our approach to the evolving landscape of wildlife welfare and outlines the approach driving our path forward.

A big priority for us, as we entered 2025, was our approach to animal welfare. It's something our employees and guests are hugely passionate about, but besides strong individual and team principles, we didn’t have a solid policy in place. In part, this was due to it being such a complex task when you consider the global distribution of our vacations and all the respective geographic, social, and species-specific nuances. But nonetheless, it’s a task we're determined to tackle head-on!

We’ve been taking inspiration and insights from the ABTA Global Welfare Guidance for Animals in Tourism and building a framework that reflects our values while being realistic, empathetic, and locally informed.

While we fully agree that the true place for wild animals is in the wild, it would be naïve to assume this is always achievable. Habitat loss, agricultural expansion, and human–wildlife conflict mean that many animals - particularly those historically bred or raised in captivity - cannot simply be “released” back into the wild. In these circumstances, sanctuary environments, carefully managed facilities, and ongoing veterinary care may be the most ethical solution.

We are also acutely aware of the risk of imposing Western ideals on tourism practices that are deeply rooted in cultural traditions, economic realities, and environmental conditions. Reading research and guidance is valuable, but there’s no substitute for on-the-ground experience. Wherever possible, we prioritize sending staff to personally review experiences and facilities - either as part of wider familiarisation trips or dedicated research visits.

Elephants & Thailand: A Complex, Cultural story

People and elephants in Thailand have shared a deep and intricate relationship for centuries. Elephants are not just a symbol of Thailand’s national identity; they have historically been a cornerstone of the country’s economic, spiritual, and cultural fabric.

Traditionally, elephants were used as working animals in forestry and agriculture, and some were even trained for warfare. Mahouts - the lifelong caretakers of elephants - have historically formed a bond with a single elephant, often inheriting this role from their fathers and grandfathers. This relationship is unique: mahouts often begin training with their elephant in childhood, resulting in a deep interspecies trust and mutual reliance.

However, with the banning of logging in 1989, thousands of elephants and their mahouts were left without livelihoods. The transition from working elephants in forests to elephants in tourism was a survival strategy, allowing mahouts to continue providing for their families and care for their elephants, who cannot simply be released into the wild. Captive-born elephants are dependent on humans for food, medical care, and shelter, making their long-term management both a welfare and economic challenge.

Today, elephants in Thailand live an average of 60–70 years, meaning that decisions made now about breeding and management will have multi-decade impacts. Many elephants currently in tourism are second- or third-generation captive-born animals, and without tourism revenue, mahouts and their families often have no way to support their elephants’ significant care costs, which can exceed thousands of dollars annually.

The Social and Environmental Realities of Elephant Tourism

Elephant tourism in Thailand and Southeast Asia is a complex ecosystem that cannot be reduced to “right” or “wrong.” On one hand, there is a growing international demand for ethical, observation-based wildlife experiences, driven largely by Western markets. On the other, tourism is one of the few viable ways to fund the care of captive elephants and sustain local livelihoods.

Mahouts and livelihoods: Most mahouts come from ethnic minority groups, such as the Karen and Tai hill tribes, and many families rely entirely on their elephants for income. Calls for a complete ban on elephant tourism - without offering viable alternatives - can disproportionately harm these communities, further marginalising them economically and culturally.

Tourism’s role in welfare: While some facilities have been criticised for outdated or harmful practices, many are shifting toward sanctuary-style models that allow elephants to roam freely, forage naturally, and avoid physical interaction with visitors. However, these facilities still rely on tourist income to survive, making it a delicate balance between ethics and economics.

Environmental pressures: Deforestation, agricultural expansion, and urban development have significantly reduced wild elephant habitats, forcing elephants and humans into closer contact. Tourism, when well-managed, can help offset these environmental pressures by funding land conservation and habitat restoration projects.

Cultural context vs. Western expectations: Western tourists often arrive with preconceived notions of what “ethical” animal tourism should look like, but these expectations may overlook centuries-old traditions and the economic realities of rural communities. A culturally sensitive approach involves listening to local voices, supporting community-led initiatives, and focusing on gradual, achievable improvements in welfare standards rather than sweeping bans.

Reframing Tourist Expectations

We believe the future of elephant tourism lies not in eliminating human–elephant interactions altogether but in shifting tourist expectations. The emphasis should be on observation over interaction: enjoying the privilege of watching elephants exhibit natural behaviours - bathing, foraging, socializing - rather than touching, feeding, or riding them.

This shift doesn’t just benefit the elephants; it helps tourists form more authentic, meaningful connections to wildlife, rooted in respect rather than control. By supporting ethical facilities, we can create a positive cycle where tourism revenue directly funds welfare improvements, conservation projects, and better living conditions for mahouts and their families.

Moving Forward

We will only promote elephant experiences that prioritize observation and very limited physical interaction. While we acknowledge that veterinary care and ongoing human support are essential to ensure the welfare of captive elephants, we strongly believe that direct interaction should be reserved for trained experts, such as mahouts and veterinary teams. This approach helps minimize stress and allows elephants to engage with their environment more naturally.

We will support partners who design experiences around the elephants’ own schedules and natural behaviours, rather than encouraging elephants to conform to fixed guest itineraries. While elephants in tourism may appear to “choose” whether to engage with visitors, this choice is often motivated by food rewards rather than genuine preference. By aligning experiences with their natural rhythms, we aim to foster authentic welfare-centered interactions that respect the animals’ autonomy and well-being.

Looking Beyond Thailand

We’ve chosen to begin our focus on Thailand because it is one of our most visited destinations, and requests to include elephants in itineraries remain high. However, elephant tourism challenges extend across Asia - from Thailand and Laos to Sri Lanka and India - each with unique cultural dynamics, environmental issues, and welfare challenges.

By building a framework for ethical elephant tourism in Thailand and Southeast Asia, we hope to create a model that can guide our approach to other destinations, ensuring that wildlife welfare remains a central pillar of our global operations.