Wildlife tourism is one of the most powerful experiences a traveller can have—standing a few metres away from a wild elephant or hearing the distant roar of a lion can be deeply humbling. But as demand for animal encounters continues to grow, so does the risk of unintentionally supporting unethical operations. Whether you’re planning a Big Five safari or keen on visiting a local wildlife centre, it’s worth pausing to ask: is my experience helping or harming the animals involved?

Not all wildlife experiences are created equal. A quick social media scroll shows countless photos of tourists cuddling lion cubs, riding elephants, or feeding wild animals—many of which are offered as “once-in-a-lifetime” moments. The truth behind these images is often far from glamorous. In many of these attractions, animals are bred in captivity purely for tourist entertainment, separated from their mothers at an early age, and sometimes even sedated to keep them calm. Some lion cubs used for petting are later sold into the canned hunting industry, where they’re shot in confined spaces for profit. If a venue promises up-close interaction with predators, that’s usually a red flag.

So, how do you make sure you’re supporting ethical wildlife tourism? A good rule of thumb is: if you can touch, ride, or take selfies with the animal, it’s not ethical. Truly responsible wildlife experiences prioritise the well-being of the animals and place conservation, not convenience, at the centre. For example, guided safaris in private reserves like Phinda Private Game Reserve in KwaZulu-Natal or Samara Karoo Reserve near Graaff-Reinet offer sightings of wildlife in their natural habitats, led by knowledgeable rangers and trackers. These experiences are carefully managed to minimise stress to the animals while maximising education for visitors.

Wildlife sanctuaries can be ethical—but only if they do not breed animals for sale, allow human interaction, or exploit animals for tricks and performances. Reputable sanctuaries serve as rescue or rehabilitation centres for animals that cannot return to the wild due to injury or domestication. Before visiting, check whether the facility is accredited by recognised bodies such as PASA (Pan African Sanctuary Alliance) or GFAS (Global Federation of Animal Sanctuaries). In South Africa, Shamwari’s Wildlife Rehabilitation Centre and the Vervet Monkey Foundation near Tzaneen are examples of organisations focused on long-term animal welfare.

Another important aspect is to understand the local context. Tourism can be a powerful tool for conservation when it benefits local communities. If locals see value in preserving wildlife, they’re more likely to support anti-poaching efforts and conservation initiatives. Choosing to stay in lodges that are community-owned or actively contribute to conservation education projects can go a long way. For instance, the eco-friendly !Khwa ttu San Heritage Centre near Yzerfontein not only offers guided nature walks but also invests in community empowerment through heritage education and skills training.

If you’re travelling through the Western Cape and looking for something different, consider a responsible marine tour with companies like Marine Dynamics in Gansbaai. They offer ethical shark cage diving and whale watching experiences, with proceeds supporting marine conservation and scientific research. Their trips are structured to avoid disturbing the animals, and their team includes marine biologists who provide insightful commentary. For lunch after your tour, pop into Coffee on the Rocks in De Kelders for a meal with panoramic views over Walker Bay—you might even spot southern right whales from your table during season.

One of the biggest ethical dilemmas in wildlife tourism is the growing popularity of volunteer programmes. Many young travellers are eager to spend time abroad “helping” animals, but not all volunteer opportunities are created equal. Programmes that allow inexperienced volunteers to bottle-feed big cats or handle primates often do more harm than good, reinforcing dependency and disrupting natural behaviours. Always do your research—ask what the long-term goal of the centre is, and whether your presence benefits the animals or just the organisation’s bottom line.

Education is key. The more we know, the better choices we can make. Take time to learn about the species you hope to see, their behaviours, and their conservation status. Support organisations that put animals first and help shift the narrative away from entertainment toward respect. Ethical wildlife tourism isn’t about denying yourself incredible experiences—it’s about choosing experiences that are as enriching for the animals as they are for you.

If you’re ever unsure about a particular venue or experience, don’t hesitate to ask questions. What happens to the animals at night? Are they released back into the wild? Who owns the facility? Are animals bred on-site? Ethical operators will be transparent, while questionable ones often dodge these enquiries. Remember, it’s okay to walk away if something doesn’t feel right.

As travellers and foodies, we often move through the world with curiosity and a deep appreciation for culture and nature. Let’s carry that same mindfulness into how we engage with wildlife. After all, the most unforgettable moments in nature happen when animals are free to be themselves—wild, unbothered, and undisturbed.