(Posted 04th November 2025)
Tourists getting “too close for comfort” to wild animals is fast becoming one of African tourism’s most urgent and controversial risks, fuelled by social media, consumer expectations, and commercial pressures.
The African Travel & Tourism Association (ATTA®) has just launched a new white paper, “Too Close for Comfort: Rethinking Human-Wildlife Boundaries for a Sustainable African Future,” which sets out a practical, Africa-wide response,.
Industry at a Turning Point
Amidst rising global demand for African wildlife experiences, ATTA® recognises that
mounting incidents of tourists getting “too close for comfort” are threatening animal
welfare, guest safety, and the industry’s long-term reputation. Additionally, the global
travel sector is rapidly evolving, with an increasing demand for proof of ethical,
sustainable conduct. This is the moment for African tour operators to lead.
“Getting ‘too close’ is one of the sector’s greatest risks and setting clear, respectful
boundaries enables local operators to lead the world in delivering wildlife experiences
that are both ethical and more meaningful,” says Kgomotso Ramothea, Chief Executive
Officer for ATTA®. “Our members were united in asking for tools that are fit for Africa;
that are practical and easy to brief both to guides and guests. This white paper is our
response as it turns talk into action.”
Key Points from the white paper:
- PROXIMITY IS NOW WILDLIFE TOURISM’S GREATEST RISK AND OPPORTUNITY
The quest for closeness, fuelled by social media and guest expectations, can undermine both animal welfare and business sustainability. - GUIDES AND OPERATORS ARE UNDER PRESSURE FROM ALL SIDES
Power imbalances, tipping culture, and competitive marketing often force staff into impossible positions. - SMALL ACTIONS HAVE BIG IMPACTS
From vehicle caps to guest education and real-time data, practical, scalable tools exist, and leading operators are already making them work. - STORYTELLING AND RESPECT ARE THE NEW FRONT LINES
Shifting the guest experience from “spectacle” to “meaning” depends on skilled guides and a culture of ecological respect. - INDUSTRY CHANGE STARTS WITH DAILY CHOICES
Consistent boundaries, transparent communication, and community co-governance are key to long-term viability.
Who Should Read It?
The white paper is designed for:
Lodge owners, DMCs, marine guides, guides, and concessionaires across Africa and
the Indian Ocean Islands.
Travel advisors aiming to responsibly manage guest expectations.
Park authorities and community leaders seeking shared, enforceable norms.
Media partners committed to responsible travel journalism and content.
“Too Close for Comfort: Rethinking Human–Wildlife Boundaries for a Sustainable
African Future” is available for download now: CLICK LINK
