Eco or Ethical or None of the Above? How Can You Tell What’s Truly Responsible Elephant Tourism in Thailand.
Elephants are a powerful symbol of Thailand. Majestic, intelligent, and deeply woven into the country’s culture and economy. For many travelers, meeting an elephant is a bucket-list dream. But behind every tourist experience lies a complex reality: understanding what’s truly ethical can be overwhelming, and even well-meaning travelers can be misled.
The Good Intentions and the Challenge of Clarity
On a recent visit to Thailand, I met a group of kind, thoughtful women who had just come from an “ethical elephant experience.” They were smart, compassionate travelers who truly wanted to do the right thing and they were assured by the camp that bathing and touching the elephants was not only acceptable, but the best possible way to care for them.
Their stories were heartfelt. They shared how the guides told them bathing strengthened the bond between elephants and humans, and how up-close encounters were framed as enrichment for the elephants themselves. These women left convinced they had made an ethical choice.
But the reality is much more complex. Even well-intentioned travelers can be misled by operators who blur the lines between truly responsible practices and experiences designed to satisfy tourist expectations. Bathing and petting may feel positive in the moment, but they keep elephants reliant on humans, normalize unnatural behaviors, and risk reinforcing exploitative models—no matter how well-meaning the visitors or staff may be.
It’s Not About Blame. It’s About Learning.
This experience reminded me just how difficult it can be to weed through the noise of marketing language, outdated traditions, and contradictory advice. I myself even being fully immersed in this industry found it challenging.
Travelers deserve clear, honest information.
Camps must be transparent about what really benefits elephants versus what simply entertains tourists.
As visitors, we need to ask questions, stay curious, and remember that what feels good for us isn’t always what’s best for the elephants.
Together, by sharing these stories and learning from each other, we can shift the industry toward true ethical practices—ones that put elephant well-being above all else.
“Eco” vs. “Ethical”: Why Words Matter
The tourism industry is full of buzzwords: eco-friendly, ethical, responsible. But in Thailand, these words don’t always mean what you think.
Eco-friendly often refers simply to being in a natural setting, not necessarily prioritizing animal welfare. Many so-called “eco camps” still offer riding which stress elephants and encourage unnatural behaviors.
Ethical should mean prioritizing elephant well-being allowing elephants to roam freely, behave naturally, and live without forced interactions. But even “ethical” is being misused as a marketing label, with camps permitting petting or bathing while calling themselves ethical because they are no longer allowing riding.
The History of Elephants in Logging
For centuries, Asian elephants were central to Thailand’s logging industry. Strong and intelligent, they were used to haul massive teak logs from dense forests often in dangerous, grueling conditions.
During the height of the logging era, tens of thousands of elephants worked alongside mahouts (elephant keepers), helping power Thailand’s economy.
In 1989, Thailand banned commercial logging in natural forests after recognizing the devastating effects of deforestation.
While this protected forests, it left many domesticated elephants and their mahouts without income or purpose.
Overnight, thousands of elephants became economically “unemployed,” fueling their transition into tourism as camps scrambled to survive by offering elephant rides, shows, and later, “eco” experiences.
This abrupt shift laid the groundwork for today’s complex landscape where elephant tourism exists in a delicate balance between cultural heritage, economic need, and animal welfare.
The Hidden Harms of Close Human-Elephant Interactions
While bathing, hugging, or feeding elephants by hand might feel like harmless, joyful experiences, these interactions often come at a real cost for the elephants—and can create serious problems for both animals and people:
Stress and Anxiety for Elephants
Elephants are intelligent, sensitive creatures with complex social lives. Repeated, forced contact with strangers can overwhelm them, causing chronic stress or anxiety.
Even seemingly calm elephants may display subtle signs of distress—like swaying, head bobbing, or ear flapping—which are often missed or misinterpreted by tourists.
Training Methods Behind Close Interactions
To tolerate prolonged touching or bathing, elephants usually undergo intensive training (known as phajaan or “crush”) that breaks their spirits through isolation, restraint, or punishment.
This conditioning can leave lasting physical and psychological scars.
Continued Dependence on Human Schedules
Elephants forced into daily routines of bathing, feeding, or posing can’t spend their days as they naturally would roaming, foraging, socializing with other elephants, or resting.
Reinforces Demand for Exploitation
When tourists pay for hands-on experiences, it keeps the market for elephants in captivity alive, encouraging breeders or traffickers to supply more elephants—sometimes taken illegally from the wild.
Safety Risks for Tourists and Elephants
Even seemingly tame elephants can react unpredictably under stress. Close contact increases the risk of injuries or fatalities for both people and elephants.
Elephants who lash out may be punished afterward, perpetuating a cycle of abuse.
Unnatural Socialization
Elephants forced into constant human contact may struggle to integrate with other elephants or behave normally if ever released or moved to a more natural sanctuary.
Bottom line: True ethical elephant tourism minimizes or eliminates direct human contact allowing elephants to express natural behaviors, socialize with other elephants, and live on their own terms.
By staying curious, asking tough questions, and choosing true ethical experiences, we can help elephants thrive and transform tourism into a force for conservation.
Chang Chill: A Model for the Future
A shining example of responsible tourism is Chang Chill, a sanctuary near Chiang Mai. With guidance from World Animal Protection (WAP), Chang Chill transformed from a traditional riding camp into an observation-only sanctuary, where:
Elephants roam 20 acres of forest, rivers, and mud pools, foraging and socializing freely.
Guests walk alongside expert guides, observing elephants without touching or bathing them.
Visitors may help prepare enrichment snacks but feeding is done by mahouts, not tourists.
The program supports local Karen hill-tribe communities, integrating cultural exchange with animal welfare.
Chang Chill’s partnership with WAP shows how tourism can evolve to support both elephants and people without exploitation.
The Role of World Animal Protection
World Animal Protection has been instrumental in shifting elephant tourism toward true welfare:
They partner with camps ready to move away from harmful practices like riding and shows.
Their “Wildlife. Not Entertainers.” campaign raises global awareness about hidden cruelties.
They train mahouts and provide funding for camps transitioning to observation-based models.
They advocate for systemic change, pushing tour operators and travelers alike to choose ethical experiences.
A gentle touch, a shared path—true friendship between a mahout and his elephant is written in quiet moments of trust.
The Future of Elephant Welfare in Thailand
The path forward is challenging, but hopeful:
More travelers are questioning harmful practices and choosing observation-only sanctuaries.
Innovative sanctuaries like Chang Chill and Elephant Nature Park prove responsible models can succeed.
NGOs like WAP continue to lead industry-wide change.
Responsible tour operators are pledging to remove elephant rides and forced interactions from their offerings.
Community-based programs are emerging that support mahouts and their families without harming elephants.
Together, every thoughtful choice by travelers, camps, and tourism companies brings us closer to a future where elephants can live with dignity and freedom, and where we can experience their wonder without causing harm.
How You Can Make a Difference
Avoid any venue offering rides, performances, or direct contact like bathing and petting.
Choose observation-only sanctuaries with transparent welfare standards.
Support camps working with organizations like World Animal Protection.
Remember: what feels good for us isn’t always what’s best for the elephants.
Together, we can create a future where elephants thrive in the wild or in sanctuaries that truly honor their needs. If you found this journal entry insightful, we invite you to subscribe to our newsletter to receive more stories, guides, and reflections like this one. Join us in exploring the world with purpose and protecting the wild places and creatures we cherish.