Wildlife tourism can inspire wonder, deepen our understanding of the natural world, and provide meaningful support for conservation and local communities. But not every experience marketed as “wildlife tourism” puts the interests of wildlife first. From animal encounters and photo opportunities to sanctuaries, rehabilitation centers, safaris, and wildlife attractions, responsible choices require looking beyond appearances and asking important questions about animal welfare, conservation value, transparency, and impact. Ethical Wildlife Tourism explores the evidence behind these experiences—helping travelers distinguish genuine conservation and respectful wildlife viewing from activities that exploit animals in the name of entertainment, education, or tourism.