Elephant tourism is often at the top of every Thailand traveller’s bucket list. But not all encounters are created equal. While some exploit these gentle giants for rides and performances, others focus on conservation and welfare. But for travellers, knowing the difference as to whether your visit supports rather than exploits, can be hard to get right.
For decades, elephant tourism looked very different to today: circus-style tricks, long treks with heavy howdahs, elephants chained for hours out of sight. While the industry has certainly improved in recent years, some ‘sanctuaries’ continue unsustainable, even abusive, practices.
So how can you tell the difference when websites and Instagram posts all promise the same thing?
John Roberts is the Group Director of Sustainability & Conservation at Anantara Hotels, and based at the Anantara Golden Triangle Elephant Camp & Resort in Northern Thailand. Launched in 2003 in partnership with the Golden Triangle Asian Elephant Foundation (GTAEF), the camp was originally created to give a new life to elephants forced into street begging. Today, it offers a safe jungle home to around 20 elephants alongside their lifelong mahouts and families while educating visitors on the importance of ethical elephant encounters.
John has worked with elephants since 1999, and today helps set benchmarks for welfare across the elephant tourism industry. Here he speaks with The Ethicalist and answers some of the most pressing questions travellers ask when choosing an elephant experience.
Anantara Hotels & Resorts’ John Roberts on Elephant Tourism
TE: How can travelers ensure their elephant experience is ethical?
JR: The simplest and most reliable way is to look for welfare certifications. Organisations like the Asian Captive Elephant Standards and Global Spirit conduct science-based audits. These aren’t just about what guests see during activities, but also what happens in the many hours behind the scenes. A certification means outsiders have inspected the camp, reviewed records, spoken to mahouts, and ensured practices match what’s advertised. Even if a facility doesn’t pass, the fact that it welcomes an audit shows a willingness to be transparent which says a lot in an industry where a lot is hidden.
TE: Why is certification so important? Can’t you just tell if elephants are treated well by visiting?
JR: Not really. I’ve worked with elephants since 1999 and even I can’t walk into a camp and say with certainty if it’s good or bad based on guest-facing activities alone. An elephant might appear well cared for in front of tourists, but spend the rest of the day chained on a short tether, or the reverse could be true. Certification provides an assurance that daily welfare has been independently verified.
Q: Some resorts allow elephants to interact closely with guests, even putting their trunks into villas for photos. Is this ethical?
JR: It depends entirely on how it’s managed. There’s at least one community-run program that does this responsibly, with safeguards in place and benefits shared across elephants, mahouts, and the local community. But just because one place does it well doesn’t mean others do. Copycat operations may cut corners, turning something that works in one setting into exploitation elsewhere. Context and oversight matter enormously.
Q: What about elephant riding? Is it always harmful?
JR: Scientifically, there isn’t clear evidence that riding itself is automatically harmful — it depends on how it’s done. If rides are limited to a few hours a day, with long breaks, elephants living socially in natural forest, vets checking them daily, and only light loads — it could be managed responsibly. The problem is, very few camps meet those standards. And public opinion has already turned decisively against riding. Even if a camp could do it ethically, the reputational damage makes it a non-starter. In short: the ship has sailed.
Q: What’s your best advice to travellers who want to see elephants responsibly?
JR: Ask camps directly about their welfare certification. Don’t be satisfied with marketing language, request the details, and even the grade if available. Ethical tourism isn’t just about the photo opportunity; it’s about knowing that what you don’t see aligns with the values you support.
Elephant Tourism: What Not To Do
Skip rides and performances: Even if marketed as ‘gentle,’ the reality is that most elephants endure stress and training techniques that compromise their wellbeing.
Be cautious with close contact: Hugging, bathing, or even letting elephants poke their trunks into your villa might look magical online, but it can mask daily restrictions and stress. If activities prioritize guest experience over elephant choice, it’s a red flag.
Don’t trust appearances alone: An elephant grazing in a lush field may still spend 18 hours chained when tourists leave. Welfare cannot be judged in snapshots.
Elephant Tourism: What To Look For
Independent certification: The gold standard is third-party welfare auditing by groups like the Asian Captive Elephant Standards or Global Spirit. Camps that welcome these audits signal transparency and accountability.
Quality over quantity: Ethical sanctuaries limit guest numbers and elephant workload, ensuring each animal has rest, space, and natural behaviors.
Community benefit: The best models support mahouts and local families, not just the resort, ensuring elephants remain part of living cultural traditions.
