How the rise of regenerative travel is changing Thailand’s elephant tourism for the better
Travel is no longer just about ticking off bucket list destinations - mindful travellers want their adventures to have a positive impact.
With growing awareness of environmental and social issues, more people are now looking for ways to give back to the places they visit rather than simply passing through.
This shift has fuelled the rise of regenerative travel. Going beyond sustainability means actively working to restore ecosystems and support local communities and habitats. The goal is to create lasting benefits.
It’s a movement gaining momentum worldwide, with destinations like the Philippines, Ecuador, and Thailand leading the way in rethinking how tourism can be a force for good.
Travellers want regenerative experiences
A consumer-driven shift is reshaping expectations. Increasingly, travellers see themselves as part of the solution, with many seeking experiences that allow them to make a difference.
According to Booking.com’s 2024 Sustainable Travel Report, 71 per cent of people now say they want to leave the places they visit better than they found them - a jump from 66 per cent in 2023.
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Meanwhile, 45 per cent believe they personally have the power to counteract travel's social impacts, reinforcing the demand for genuinely responsible tourism initiatives.
The demand for purpose-driven travel is slowly moving away from outdated, exploitative models towards regenerative experiences that support animal welfare and conservation.
In response, tour companies, resorts, and travel providers are now evolving their approach, moving away from ‘do no harm’ sustainability models towards initiatives that actively improve the places they operate in.
Are elephant ‘sanctuaries’ really ethical?
Wildlife experiences and the dilemma of ethical sanctuaries are at the heart of this transformation.
This purposeful tourism movement is particularly evident in Thailand, where elephant encounters have long been a major draw. For decades, visitors have flocked to wildlife 'sanctuaries', eager to ride, bathe, or feed elephants, believing they were engaging in ethical tourism.
Yet, the harsh realities of elephant captivity and the often cruel training methods required for close interaction have sparked increasing scrutiny from wildlife charities and consumers.
Defining what actually constitutes a sanctuary is a key challenge. As the Thailand Tourism Authority acknowledges, there are “no agreed standards”' with which to do this. Many sanctuaries still allow direct contact, breed elephants in captivity without plans for rewilding, or even supply young elephants to industries that exploit them.
Thailand Tourism notes that anyone can register a 'sanctuary' business name without meeting animal welfare criteria. Ambiguity has allowed some venues to use the term as a marketing tool rather than a genuine commitment to animal welfare.
Wildlife NGOs have long stressed that genuine ethical sanctuaries focus on observation rather than interaction, allowing elephants to live with dignity while benefitting from tourism in a way that safeguards their well-being.
Organisations such as World Animal Protection have been leading the charge for change. They have been calling on tour operators to stop selling venues that offer elephant rides and exposing the inhumane training practices used to make these large animals submissive.
Do your research before you go
Regenerative tourism is not just about avoiding harm - it's about actively contributing to preserving wildlife and supporting the communities around them. Travellers can make a real difference by prioritising conservation efforts and responsible practices.
Without clear regulations, thorough research into sanctuaries, volunteering opportunities, and conservation initiatives is needed to ensure you are supporting responsible operators. Tourism Thailand’s website reminds travellers to research behind the scenes, check reviews on TripAdvisor and search for photos posted on social media by previous guests.
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Brian Young, managing director for EMEA at G Adventures echoes the need for travellers to take responsibility for their choices, ensuring the operator they book with is a responsible one.
"There are also three ways travellers can ensure ‘wildlife has a wild life’,” he adds. “Having no physical contact with, or feeding non-domesticated animals in captivity or the wild, not visiting performances or shows involving wild animals, and not consuming endangered animals."
Can you still see wildlife responsibly?
Thankfully, in response to travellers' demands for more ethical encounters, many wildlife camps in Thailand are proving that tourism can prioritise conservation over harmful hands-on experiences.
With a focus on free-roaming elephants and educating visitors, Elephant Hills has built a strong reputation for ethical elephant tourism by blending the African safari tent camp experience with the lush landscapes of Khao Sok in Southern Thailand.
The camp offers a chain-free, hook-free, and riding-free wildlife experience, allowing elephants to wander without restrictions in their natural environment. It has consistently set high welfare standards, earning top marks in independent audits by animal welfare auditing specialists Global Spirit.
In 2024, Global Spirit’s managing director Hayley Lynagh praised its approach: "Elephant Hills meets core criteria, exceeds requirements on all relevant criteria, and demonstrates best practice in many areas of operation."
Another standout in Thailand is Pattaya Elephant Sanctuary, which follows a strict no-touch, observation-only policy.
Home to just a handful of rescued elephants, it offers visitors the chance to walk alongside them as they forage and watch as they bathe in a specially built pool -without interfering with their natural behaviour.
Choose a travel operator that prioritises ethical sanctuaries
Growing advocacy has also seen the travel industry reassess its role in promoting and selling wildlife experiences.
Many companies are now prioritising partnerships with truly ethical sanctuaries and avoiding attractions that involve direct animal contact.
Young explains: “We were one of the first operators to recognise that elephant riding is wrong and that they can’t be ‘tamed’ without cruel treatment."
"We signed the World Animal Protection Elephant Friendly Pledge committing not to sell or promote attractions that offer elephant entertainment. We now educate our travellers on why they shouldn’t ride them or visit businesses that offer this activity.”
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Travellers who want to protect wildlife should seek this level of transparency and accountability when choosing where to spend their money.
"We connect with all of our potential suppliers with animal experiences and audit them to ensure they adhere to our policies,” Young says.
“If they do not meet the requirements, we either offer advice on improving their practices or we do not work with them."
The bigger picture: Thailand’s elephant population
According to World Animal Protection, Thailand is home to approximately 15 per cent of the 52,000 Asian elephants left in the wild, making it a crucial country for elephant conservation.
Asian elephants are an endangered species, and 3,100 and 3,600 live across 69 protected areas in the country.
However, wild elephants in Thailand are now outnumbered by those in captivity. Around 2,798 captive elephants live in tourism venues nationwide, and nearly 75 per cent of captive elephants in Asia are used for tourist entertainment.
This stark reality highlights the importance of regenerative travel. Tourists can support ethical sanctuaries, conservation projects, and initiatives that improve elephant welfare rather than contribute to harmful practices.
By making informed choices, you can help shift Thailand’s wildlife tourism industry toward a more sustainable and regenerative future in which wildlife is protected rather than exploited.
And, with more conservation groups and tour operators championing ethical wildlife tourism, Thailand is at a turning point, working towards a future where wildlife experiences prioritise welfare over entertainment.
