The Hidden Cruelty Behind Wildlife Tourism

Broken, Bound and desperate for freedom

Their Lifetime of Suffering for a Moment of Our Enjoyment

During exotic travels, many people want to experience the beauty of wildlife up close. They dream of riding an elephant through the jungle, holding a baby monkey, or swimming with dolphins. It looks magical in photos, and it’s often marketed as “once in a lifetime.”

But what we don’t see in those pictures is the lifetime of pain that often lies behind them.

Most People Don’t Want to Support Animal Cruelty

The majority of tourists would never knowingly hurt an animal. They believe the animals they interact with are happy, healthy, and well cared for. The problem is not a lack of compassion, it’s a lack of information. Many of these activities are portrayed as harmless fun, endorsed by tavel companies and romanticised by influencers. The truth is, in most cases, they are anything but harmless.

The Breaking of Spirits

For wild animals to be obedient enough to pose for photos, give rides, or perform tricks, they often endure a cruel process called breaking the spirit. This involves isolating them from their mothers, restraining them for long periods, and using negative reinforcement such as pain, fear, or deprivation. Over time, the animal learns that resistance only brings suffering. They comply, not because they want to, but because they’ve been robbed of the will to fight back.

My Eye-Opening Experience in Thailand

A few years ago, I visited Chiang Mai, a city famous for its elephant tourism. I carefully chose a place that advertised itself as “ethical” no chains, no bullhooks, and plenty of space for elephants to roam. Their website promised a sanctuary where elephants could live free from exploitation.

When I arrived, my heart sank. Tourists were taking elephant rides. Others were bathing elephants in the river for photo ops. There was even an activity where elephants painted pictures for visitors to buy. While these may seem harmless on the surface, each activity relies on years of conditioning and control, the very same “breaking” process I had hoped to avoid supporting.

I felt shocked, upset, and guilty. I had come here to help, not harm. But I had been misled by clever marketing and beautiful images.

Why Awareness Matters

I share this story not to shame anyone, but to highlight how easy it is to be deceived. Many wildlife tourism companies use words like “sanctuary,” “rescue,” or “ethical” as selling points, even if their practices are far from truly humane.

When traveler's know the signs of exploitation, chains, forced performances, direct contact with wild animals, unnatural behaviors, they can make better choices. By refusing to support these activities, we remove the financial incentive for cruelty.

Choosing True Ethical Experiences

If you want to see animals while traveling:

• View animals in the wild where possible.

• Look for sanctuaries that do not allow direct contact with wild animals.

• Choose places where animals can roam freely and display natural behaviors.

• Research thoroughly, and read independent reviews rather than relying on marketing claims.

• Use platforms like The Ethical Explorer to find truly ethical sanctuaries.

We all have the power to make a difference with our travel choices. When we choose ethical experiences, we send a clear message: animals deserve to live free from chains, fear, and exploitation.