The new generation of travelers are all about experiences and venturing into the unknown because mainstream attractions and activities just do not cut it anymore. Many of our holiday choices now enable people to see animals in their own environment, displaying natural behaviour, and these experiences in turn contribute towards the conservation of wildlife and – crucially – their habitat. Wildlife tourism is unfortunately among the most misunderstood sectors of the travel & tourism industry, but the awareness is now changing among travelers. One of the key challenges facing responsible animal / wildlife tourism is the lack of education about understanding exactly which activities contribute to conservation and which actually have negative welfare impacts which in turn exploit or harm animals. Activities like cuddling tigers, riding elephants, whale and dolphin shows, selfies with a snake, ostrich riding, walking with the lions etc. all fall into the latter. As tourism continues to grow and expand, more pressures on the environment and wildlife are inevitable.