The role of social media in promoting inappropriate wildlife tourism: a case study of direct contact animal-visitor interactions portrayed on YouTube

Wildlife tourism is a growing industry covering a range of activities, including direct, close contact interactions (animal-visitor interactions, AVIs) with wild animals in zoos and other public access captive animal facilities. AVIs range from touching, feeding to riding or swimming with wild animals across a range of taxa. AVIs can provide benefits (to facilities, visitors, and sometimes the animals), but the potential for negative conservation and animal welfare impacts is also being increasingly recognised. To address potential concerns, the tourism industry and international zoo community have created guidelines regarding “appropriate” interactions with captive wild animals and committed to restricting the provision and sale of specific activities. Our analysis of 1224 YouTube videos collated by the Social Media Animal Cruelty Coalition, revealed at least 129 distinct species (of 66 families) involved in “touching/holding” (62%), riding (10%), kissing (7%), swimming/diving (6%), and other activities. Neither taxa nor activity appeared to influence video reach or popularity, but some of the most popular videos showed tourists/visitors involved in activities that contravene prevailing guidelines, restrictions, and legislation. We urge YouTube and other social media platforms to do more to support efforts to promote humane, ethical wild animal attractions within the tourism industry.