ATTA® CEO and Members Lead Call for Ethical Wildlife Tourism
Travel agents and tour operators play a critical role in shaping traveller expectations around wildlife encounters and carry significant responsibility for the ethical standards that follow. This was a key message from a WTM Africa session featuring ATTA® CEO Kgomotso Ramothea, who cautioned against marketing practices that promote close-up animal selfies, guaranteed sightings, or proximity-driven experiences.
Ramothea stressed that responsibility begins at the booking stage, noting that unrealistic expectations set by agents and operators can drive unethical behaviour on the ground. She highlighted the need for stronger training and awareness across the tourism value chain to ensure wildlife experiences prioritise respect over immediacy.
ATTA® members EcoTraining and Marine Dynamics also contributed to the discussion, underscoring the importance of education and industry-wide collaboration. EcoTraining announced the development of an online course to equip agents with the knowledge to guide clients on safari ethics and responsible decision-making, while Marine Dynamics pointed to the operational pressures guides face in meeting client demands shaped by current market expectations.
Panellists agreed that long-term change will depend on shifting both industry practices and traveller mindsets, encouraging alternative wildlife experiences and promoting less congested conservation areas as part of a more sustainable tourism future.
Source: South Africa's Travel news