Our Elephant-Friendly tourism pledge

Acknowledges that tourists want to experience wild animals, but often don’t realise that wild animals suffer hidden cruelty in order to perform and interact with people.
Recognises that elephants in tourist venues are often sourced from the wild, representing an animal welfare and conservation concern.
Understands that elephants used for entertainment purposes have to undergo a cruel breaking-in process, harsh training, are forced to act unnaturally, and suffer throughout their lives in captivity.

And therefore:

Commits not to sell, offer or promote venues or activities involving elephant rides and shows. Instead, if offering elephant experiences, commits to offer only those with a high standard of elephant welfare and conservation, with responsible viewing of elephants in wild or semi-wild habitats.
Commits to proactively communicate this commitment to protect elephants to customers, to encourage elephant-friendly tourism.