What is Ethical Tourism? Definition, Principles & Why Morality Matters in Travel
Ethical tourism is about making travel decisions based on moral values: respect for human rights, animal welfare, cultural integrity, and economic justice. It asks not just "Is this sustainable?" but "Is this the right thing to do?"
Defining Ethical Tourism
Ethical tourism doesn't have a single universally agreed definition (unlike "sustainable tourism," which has UN frameworks). But scholars and practitioners converge on core themes:
"Ethical tourism is travel that respects the rights, dignity, and well-being of host communities, workers, animals, and the environment. It prioritizes fairness, consent, transparency, and non-exploitation in all tourism interactions."
Key Characteristics
1. Human Rights-Centered
- Tourism should never violate human rights (labor rights, Indigenous rights, children's rights)
- Fair wages, safe working conditions, freedom from exploitation
- Informed consent (communities decide whether/how tourism develops in their areas)
2. Animal Welfare
- Animals should not suffer for tourist entertainment
- No captivity for profit; no harmful interactions (riding, touching, feeding)
- Tourism should support conservation, not harm wildlife
3. Cultural Respect & Integrity
- Cultures are not commodities to be consumed
- Sacred sites, rituals, and traditions honored with consent
- Economic benefits shared fairly with culture-bearers
- No cultural appropriation or "human zoo" dynamics
4. Economic Justice
- Fair trade principles: equitable distribution of tourism revenue
- Support for locally owned businesses
- Opposition to economic exploitation and "leakage" (profits leaving destination)
5. Transparency & Accountability
- Honest marketing (no greenwashing or "ethics-washing")
- Willingness to be held accountable by communities and travelers
- Clear policies on labor, environment, community engagement
6. Active Harm Prevention
- Ethical tourism is not passive—it actively opposes harmful practices
- Examples: refusing to offer elephant rides, opposing orphanage tourism, advocating for fair wages
How Ethical Tourism Differs
Ethical vs. Sustainable Tourism
- Sustainable: Focuses on long-term viability (environmental, economic, social systems)
- Ethical: Focuses on moral rightness of actions (Is this just? Is this respectful?)
- Overlap: Both care about community well-being and environment
- Difference: Ethical tourism prioritizes values and rights; sustainable tourism prioritizes systems and longevity
Example:
A hotel could be "sustainable" (solar panels, water recycling) but unethical (pays workers below living wage, built on land seized from Indigenous community). Conversely, a small guesthouse could be ethical (fair pay, community-owned) but not optimally sustainable (lacks efficient systems).
Best practice: Both ethical AND sustainable.
Ethical vs. Responsible Tourism
- Responsible: Focuses on stakeholder accountability and actions ("Who is responsible?")
- Ethical: Focuses on moral values ("What is right?")
- Overlap: Both emphasize stakeholder behavior and impact
- Difference: Responsible tourism is action-oriented; ethical tourism is values-oriented
Example:
Responsible tourism says: "Tour operators must hire locally and minimize waste." Ethical tourism says: "It's morally wrong to exploit workers or harm animals for profit."
In practice: Ethical and responsible tourism are deeply intertwined. This site focuses on ethical dimensions, while responsibletourism.com focuses on accountability frameworks.
The Five Pillars of Ethical Tourism
Pillar 1: Respect for Human Dignity & Rights
Foundation: UN Universal Declaration of Human Rights, UN Global Code of Ethics for Tourism (Articles 1-3, 6)
What it means:
- Fair labor practices: Living wages, safe conditions, contracts, freedom from forced labor
- Protection of vulnerable groups: Children, women, Indigenous peoples, people with disabilities, migrants
- Non-discrimination: Equal treatment regardless of race, gender, disability, nationality, religion
- Community consent: Local people decide if/how tourism develops (not imposed from outside)
Ethical tourism rejects:
- ✗ Child labor in tourism supply chains
- ✗ Sex tourism and human trafficking
- ✗ Exploitation of migrant workers
- ✗ Displacement of communities without consent
Ethical tourism supports:
- ✓ Fair Trade Tourism certification
- ✓ Community-based tourism (local ownership)
- ✓ Transparent supply chains
- ✓ Worker cooperatives and unions
Pillar 2: Animal Welfare & Conservation
Foundation: Five Freedoms of Animal Welfare (freedom from hunger, discomfort, pain, fear, distress; freedom to express natural behavior)
What it means:
- Animals should not be kept in captivity purely for tourist entertainment
- Wildlife interactions should never cause stress, injury, or behavioral harm
- Tourism should fund genuine conservation (habitat protection, anti-poaching)
- Observation in natural habitats preferred over captivity
Ethical tourism rejects:
- ✗ Elephant riding, bathing, shows
- ✗ Tiger selfies, petting cubs
- ✗ Swimming with captive dolphins
- ✗ "Orphanage" scams (animals bred for profit)
- ✗ Bullfighting, bear dancing, monkey performances
Ethical tourism supports:
- ✓ Wildlife observation in natural habitats
- ✓ Genuine sanctuaries (no breeding, no contact)
- ✓ Conservation funding (park fees, donations)
- ✓ Research-based ecotourism
Red flags to avoid:
"Hold a baby tiger/lion/monkey" | "Swim with dolphins" in pools | "Ride an elephant" | "Visit an orphanage" (animal or human)
Pillar 3: Cultural Respect & Integrity
Foundation: UNESCO Universal Declaration on Cultural Diversity, UN Global Code of Ethics for Tourism (Article 4)
What it means:
- Cultures are living, dynamic, and belong to the people who practice them—not commodities for consumption
- Tourism should support cultural preservation (not fossilize or exploit cultures)
- Communities should control how their cultures are represented and shared
- Tourists should seek consent (especially for photography, participation in rituals)
Ethical tourism rejects:
- ✗ "Human zoos" (Indigenous communities on display)
- ✗ Staged "authentic" performances without consent
- ✗ Disrespectful photography without permission
- ✗ Cultural appropriation (sacred symbols as costumes)
- ✗ Gentrification (tourism-driven displacement)
Ethical tourism supports:
- ✓ Community-led cultural tourism
- ✓ Fair compensation for performances/crafts
- ✓ Respect for sacred sites (following local rules)
- ✓ Learning cultural etiquette before visiting
- ✓ Cultural preservation initiatives
Cultural Guidelines:
- Photography: Always ask permission (especially of individuals, children, sacred sites)
- Sacred sites: Follow local rules (dress codes, no-entry zones, silence)
- Participation: Don't insert yourself into rituals unless invited
- Purchases: Buy directly from artisans when possible (ensures fair payment)
Pillar 4: Economic Justice & Fair Trade
Foundation: Fair Trade principles, UN Global Code of Ethics for Tourism (Article 5)
What it means:
- Tourism should generate fair and equitably distributed economic benefits
- Workers paid living wages (not just minimum wages)
- Local businesses supported (not squeezed out by foreign chains)
- Communities receive transparent share of tourism revenue
Ethical tourism rejects:
- ✗ Economic leakage (80% revenue leaving destination)
- ✗ Exploitation of low-wage workers
- ✗ All-inclusive resorts with no local procurement
- ✗ Tourism benefiting foreign investors, not locals
Ethical tourism supports:
- ✓ Locally owned accommodations/restaurants
- ✓ Fair Trade Tourism certification
- ✓ Cooperative ownership models
- ✓ Transparent pricing (travelers know where money goes)
Example:
Unethical: Stay at international chain resort where staff earns €500/month (below living wage), food imported, profits to foreign shareholders.
Ethical: Stay at family-run guesthouse where owners earn fair income, food sourced from local farmers, money circulates in community.
Pillar 5: Transparency, Accountability & Do-No-Harm
Foundation: UN Guiding Principles on Business and Human Rights
What it means:
- Tourism businesses should be honest about their practices
- No greenwashing or "ethics-washing" (false claims)
- Willingness to be audited, criticized, and held accountable
- Active avoidance of harmful practices (not just "not doing good," but preventing harm)
Ethical tourism rejects:
- ✗ Vague marketing ("eco-friendly" with no details)
- ✗ Hiding labor abuses or environmental violations
- ✗ Voluntourism that harms communities
- ✗ Tourism funding unethical regimes
Ethical tourism supports:
- ✓ Transparent reporting (money, employment, impact)
- ✓ Third-party certifications (Fair Trade, B Corp, Travelife)
- ✓ Community feedback mechanisms
- ✓ Advocacy for policy change
Voluntourism Ethics:
Problem: Short-term, unskilled volunteers can do more harm than good (orphanage tourism fuels child trafficking; unskilled construction wastes resources).
Solution: Skills-based volunteering only; long-term commitments; community-led initiatives; or simply donate money instead.
The International Framework for Tourism Ethics
The UN Global Code of Ethics for Tourism (GCET), adopted by the World Tourism Organization in 1999 (revised 2001), is the most comprehensive international ethical framework for tourism.
10 Articles (Summary)
Article 1: Tourism's contribution to mutual understanding and respect
Tourism as bridge between peoples and cultures; rejection of exploitation and discrimination
Article 2: Tourism as vehicle for individual and collective fulfillment
Right to tourism (access for all, including people with disabilities); tourism for education, rest, recreation
Article 3: Tourism as factor of sustainable development
Balance economic, social, environmental dimensions; community involvement in tourism planning
Article 4: Tourism as user and contributor to cultural heritage
Respect for host communities' cultures; tourism should support cultural preservation; prohibition of cultural commodification without consent
Article 5: Tourism as beneficial activity for host countries and communities
Local populations should benefit first; fair distribution of economic benefits; local employment and training
Article 6: Obligations of stakeholders in tourism development
Governments: Protect tourists and workers, ensure fair competition. Tourism professionals: Provide honest information, respect contracts. Tourists: Respect local laws, cultures, environment
Article 7: Right to tourism
Universal right to discover the world; accessible to all (including elderly, disabled, youth); social tourism (making travel affordable for low-income groups)
Article 8: Liberty of tourist movements
Free movement across borders (visa facilitation); no arbitrary denial of entry
Article 9: Rights of workers and entrepreneurs in tourism
Fundamental labor rights (safe conditions, fair wages, freedom of association); social security for tourism workers
Article 10: Implementation of the principles
Public and private sectors responsible; monitoring and reporting mechanisms
Most relevant to ethical tourism:
- Article 2 (Individual fulfillment): Grounds accessibility as ethical issue (→ inclusivetourism.com)
- Article 4 (Cultural heritage): Prohibits cultural exploitation, requires consent
- Article 5 (Beneficial to communities): Economic justice and fair distribution
- Article 6 (Stakeholder obligations): Specific duties for governments, businesses, tourists
- Article 9 (Worker rights): Labor rights as non-negotiable
The GCET is not legally binding but provides moral authority and international consensus on what ethical tourism means.
How Ethical Tourism Relates to Other Frameworks
Sustainable Tourism
Focus: Future generations (don't deplete resources)
Framework: Environmental science, economic models, social indicators
Questions: Is this viable long-term? Can ecosystems/communities sustain this level of tourism?
Example:
Carbon footprint reduction, water conservation, waste management
Ethical Tourism
Focus: Moral rightness of actions (Is this just? Respectful? Fair?)
Framework: Human rights law, animal welfare science, moral philosophy
Questions: Is this the right thing to do? Does this respect dignity? Is this exploitation?
Example:
Refusing to offer elephant rides (even if profitable), paying fair wages, seeking cultural consent
Responsible Tourism
Focus: Stakeholder accountability (who is responsible for making tourism better?)
Framework: Cape Town Declaration, UNWTO policies, industry best practices
Questions: What are we doing right now to improve tourism? Who benefits? Who is harmed?
Example:
Local hiring, community consultation, transparent reporting
Overlap Examples:
Sustainable + Responsible + Ethical: A tour operator that uses renewable energy (sustainable), hires locally and measures impact (responsible), pays fair wages and respects cultural consent (ethical).
Sustainable but not Ethical: A hotel with solar panels and water recycling (sustainable) but built on land seized from Indigenous community without compensation (unethical).
Ethical but not Sustainable: A small family guesthouse that pays fair wages and respects local culture (ethical) but lacks efficient waste management (not optimally sustainable).
Responsible but questionable Ethics: A resort that hires locally and reports impact (responsible) but offers captive dolphin shows (unethical toward animals).
Best practice: Aim for all three (sustainable, responsible, AND ethical).
The Moral and Practical Case
The Moral Argument
Tourism at its best is an exchange: Travelers gain experiences, knowledge, rest, inspiration. Communities gain income, cultural exchange, pride.
But when ethics are absent, tourism becomes extractive: Communities exploited (low wages, displacement, no say in development). Animals harmed (suffering for entertainment). Cultures commodified (sacred rituals performed for tips). Workers abused (unsafe conditions, no benefits, seasonal poverty).
Ethical tourism asserts: People, animals, and cultures have intrinsic worth—not just economic value. Their dignity and rights matter more than profit.
The Human Cost of Unethical Tourism
Labor exploitation:
- • In some countries, tourism workers earn <50% of living wage
- • Seasonal workers laid off without benefits, re-hired next season (no job security)
- • Migrant workers with confiscated passports, forced overtime, unsafe housing
Sex tourism & trafficking:
- • UNODC estimates millions of people trafficked globally; tourism hotspots are hubs
- • Children exploited in "entertainment" sectors
- • Voluntourism has fueled "orphanage trafficking" (children separated from families to attract volunteers/donors)
Displacement:
- • Tourism development forces communities from ancestral lands (without consent or fair compensation)
- • Gentrification pushes locals out (tourism-driven rent increases, Barcelona, Venice, Lisbon)
The Animal Cost
Wildlife tourism is a $120+ billion industry, but much of it harms animals:
Elephants:
"Training" often involves torture ("crushing" spirit through beatings, chaining). Rides cause spinal damage, stress, shortened lifespans. Elephants in tourism die decades younger than wild/sanctuary elephants.
Big cats (tigers, lions):
Cubs bred for petting; adults killed when no longer profitable. Drugging common (to make animals docile for photos). Living conditions: small cages, isolation, no enrichment.
Marine mammals (dolphins, orcas):
Captivity causes stress, shortened lifespans (orcas live 50-80 years wild, 10-30 captive). Forced performances unnatural and stressful. Many captured from wild (traumatic, family groups separated).
Ethical wildlife tourism exists—but requires strict guidelines (see our wildlife guide).
The Cultural Cost
Commodification:
Sacred dances performed out of context for tourists (lose spiritual meaning). Traditional clothing worn as costume (cultural appropriation). Villages staged as "living museums" (residents paid to perform "authentic" daily life).
Gentrification:
Tourism drives up rents; locals can't afford to live in historic neighborhoods. Small businesses replaced by souvenir shops and tourist-oriented restaurants. Language shifts (locals learn English for tourists; traditional languages decline).
Photography ethics:
Indigenous communities harassed for photos. Children photographed for orphanage marketing (violates rights, perpetuates stereotypes).
The Business Case (Why Ethics Help Business)
Consumer demand
73% of travelers intend to stay in sustainable accommodation (Booking.com, 2023). Millennials and Gen Z prioritize ethical brands (willing to pay more for fair trade, cruelty-free).
Brand reputation
Ethical scandals destroy brands (companies exposed for labor abuses lose customers). Positive ethics stories attract media, social media buzz.
Employee attraction & retention
Workers want to work for ethical companies (purpose-driven employment). Lower turnover when staff feel proud of company values.
Community relations
Ethical operators have "social license to operate" (community support). Unethical operators face protests, boycotts, regulatory crackdowns.
Practical Steps for Ethical Travelers
Before You Book
- Research operators and destinations: Look for certifications (Fair Trade Tourism, B Corp, Travelife). Read reviews that mention ethics (treatment of workers, animals, communities). Check operator websites for transparency (labor policies, community partnerships).
- Ask questions: Who owns this business? (Local or foreign?) Where does my money go? Are workers paid fair wages? Are animals involved? (If yes, what are conditions?)
- Avoid red flags: Orphanage visits (fuel trafficking), animal rides/petting/shows, vague "eco" or "ethical" claims with no specifics, all-inclusive resorts with no local involvement
During Your Trip
- Support local businesses: Eat at family-run restaurants, buy from artisans and farmers (not middlemen), hire local guides
- Respect cultural norms: Learn basic etiquette (dress codes, greetings, taboos), ask permission before photographing people, don't enter sacred sites uninvited, tip fairly and directly to workers
- Avoid harmful wildlife interactions: Don't ride elephants, pet tigers, swim with captive dolphins. Keep distance from wild animals. Don't feed wildlife. Report cruelty to authorities and online platforms.
- Advocate: If you witness labor abuse, animal cruelty, or exploitation, report it. Leave reviews mentioning ethical practices (positive and negative). Support ethical operators with your money and word-of-mouth.
After Your Trip
- Share your experiences: Review ethical operators (help other travelers find them). Report unethical operators (TripAdvisor, social media, NGOs).
- Stay engaged: Follow ethical tourism organizations (Ethical Traveler, Tourism Concern). Support campaigns (e.g., "Stop Elephant Rides").
- Reflect: Did your trip align with your values? What would you do differently next time?
Continue Reading
Ethical Tourism & Human Rights
Deep dive into labor rights, fair trade, and protection of vulnerable groups.
Explore human rights →Ethical Wildlife Tourism Guidelines
Learn what makes wildlife experiences ethical—and what to avoid.
Wildlife guide →Ethical Tourism in Crete
See how ethical tourism works in practice on Greece's largest island.
Discover Crete →