Ecotourism is marketed as a conservation-positive tourism model, but its welfare implications for wild animals depend heavily on how it is designed and managed.
Ecotourism welfare outcomes depend on the distance between marketing claims and actual practice. Genuine ecotourism that funds conservation, trains local guides, enforces approach protocols, and limits visitor numbers can have net positive welfare effects through the habitat protection it funds. Greenwashed ecotourism that habituates animals without protection, crowds wildlife, or disrupts breeding creates net welfare harms. The certification gap between these extremes is significant and poorly regulated.