As travel professionals, we hold the power to shape experiences that inspire, educate, and connect people with the world around them—without exploiting it. Yet, so many holiday attractions still come at the cost of animal welfare.
Dolphins performing tricks in tiny tanks. Elephants giving rides under brutal conditions. These experiences persist for one reason: they sell. But as awareness grows and the travel industry evolves, we have a responsibility to demand better.
Take marine parks, for example. In the wild, dolphins and orcas roam vast oceans, form deep social bonds, and engage in intricate behaviours. In captivity? They’re confined to small enclosures, forced to perform unnatural tricks, and deprived of everything that makes their lives meaningful.
What can travel professionals do?
Look Beyond the Marketing – If an attraction involves animals performing, offering rides, or interacting unnaturally with tourists, it’s not ethical—no matter how “educational” they claim to be. Real education doesn’t come at the cost of an animal’s welfare.
Spot the Red Flags in Wildlife Tourism– Not all animal experiences are ethical, and it’s important to recognise the warning signs. For example, steer clear of anything involving performing animals- if an animal is being used for entertainment, it’s almost always unethical.
Vet sanctuaries and rescue centres carefully – True sanctuaries focus on rehabilitation and conservation, not selfies. Avoid direct contact experiences which are often harmful to the animals involved. World Animal Protection advises against venues where you can ride, wash, bathe, or touch a wild animal too.
Support True Sanctuaries – Ethical sanctuaries prioritize animal well-being, don’t breed for entertainment, and don’t allow hands-on tourist interactions. If you’re recommending wildlife experiences, make sure they align with genuine conservation efforts.
Partner with Responsible Tour Operators – Many companies are setting the standard for ethical tourism. By working exclusively with operators committed to wildlife-friendly policies, we send a clear message: animal exploitation has no place in modern travel.
Use Your Influence – Challenge tour operators who continue profiting from animal suffering. Every email, petition, and business decision adds pressure and accelerates change. Those who stand for responsible tourism will be the ones shaping the industry’s future.
My biggest advice to other agents is to continually question and verify – just because they say they are ethical doesn’t mean they are. World Animal Protection and lots of other organisations provide a wealth of information to keep agents informed.
The industry needs to do better
Recently, despite having an animal welfare policy, it came to light that a leading tour operator continues to sell tickets to marine parks that exploit whales and dolphins. This includes Loro Parque, where an orca named Morgan is once again pregnant in conditions that are anything but natural.
Morgan’s story is heartbreaking. She was rescued from the wild under the promise of rehabilitation and release. Instead, she’s spent over a decade performing for tourists. Her first calf, Ula, tragically died before turning three. And now, as she carries another, she’s still being made to entertain crowds. This isn’t conservation—it’s cruelty wrapped in a commercial package.
Thankfully, the tide is turning. Over 531 independent travel agents have now signed an open letter urging the operator to stop selling these experiences. Nearly 4,000 individuals have written to demand change. If we want better, we have to lead the way and make ethical travel the norm—not an afterthought.
There’s nothing more breathtaking than seeing wildlife in their natural habitat—on their terms, not ours. The industry has a choice: cling to outdated, exploitative practices or embrace a future where ethical travel is the standard. Travellers are already demanding change. It’s time for us, as travel professionals, to lead it.
