A Meaningful Commitment to Animal Protection

New UK rules will phase out many outdated practices like the tethering of owls and hawks, circus-like shows that force animals to perform unnatural behaviours and the mutilation of birds to prevent flight. They will also make it illegal for tourism businesses to advertise or sell some animal activities in the UK. But where does that leave businesses that want to do the right thing and protect animals in their supply chain?

In May, the UK’s Department for Environment, Food and Rural Affairs published new standards to enhance animal welfare in Great Britain’s zoos and aquaria. Many see this as part of an ongoing transformation of the country’s zoos from places designed for human entertainment with little regard for animal welfare to hubs for nature conservation, public education, and world-leading care.

The Bigger Picture

Despite these welcomed advances, this shift does not seem to be happening in zoos, and similar attractions, elsewhere in the world. In many countries, standards in animal welfare have not progressed for decades. Animals are often subjected to inadequate living conditions, aggressive training practices and exploitative activities, resulting in poor welfare.

This is a reason why the UK Government also introduced the Animals (Low-Welfare Activities Abroad) Act. Enacted in 2023, it places a legal obligation on businesses not to advertise, sell, or promote animal-related activities abroad that involve low welfare standards or treatment likely to cause suffering.

The Challenge for Business

These regulations are designed to reflect the concerns that travellers and the general public have over animal welfare in visitor attractions and experiences. However, they can present quite a challenge for tourism professionals who need to navigate the implications for what product to offer to their customers.

Pioneering Guidelines

Over 12 years ago I set about drafting what is now considered tourism’s global guide to animals in tourism. Adopted by ABTA, the Animal Welfare Guidelines, originally created to guide the suppliers of animal attractions, have been used by tour operators around the world to refine their animal-based offerings. They were revolutionary at the time, and while I am proud to have been part of that global momentum for change, there is a now a need to refine and update the guidance, particularly for tourism businesses and travel advisors.

Sector-specific Expertise

In my capacity as Director of ANIMONDIAL, a consultancy that specialises in animal and nature protection through tourism, I guide tourism businesses on which animal activities to promote and sell. As part of my participation in the TTG Media Sustainability Festival 2025, I shared my knowledge on how to continue selling of animal activities legally, safely and responsibly.

Meaningful Commitment

To avoid subjecting animals to neglect, suffering or cruelty, I recommend this Commitment to Animal Protection with 5 clear redlines:

• Business commitment – not to condone, promote, or sell animal attractions, interactions or experiences that subject animals to neglect, suffering or cruelty.
• Core principle – owners, keepers and promoters of animal attractions or experiences have a duty of care to ensure those animals are housed, treated and used under appropriate conditions.
• Redlines – do not offer:
  ❌ contact with wild animals in captivity or the wild;
  ❌ feeding of wild animals in the wild;
  ❌ forcible holding or sedation of an animal for a photographic session;
  ❌ animal performances not based on the species’ normal behaviour;
  ❌ unlicenced or unauthorised activities.

“Working with the team at ANIMONDIAL has been really insightful. We’ve learned so much and having an expert on hand to ask questions too, has been invaluable. You read so much online and it’s difficult to know which information sources to trust. ANIMONDIAL’s guidance and direction around how to engage with our suppliers has been another valuable asset for our business.”

Joseph Whittle, Sustainability and Impact Lead, Travel Counsellors

The Way Forward

If increasing numbers of concerned tourism businesses stop advertising or selling these damaging activities, standards in animal care will improve across the board. Activity suppliers and excursion aggregates will be compelled to remove damaging and low-welfare activities from their offerings, reducing the demand and forcing operators to review their practices.

Why Welfare Matters

The protection of animals and nature in tourism is a fundamental element of a business’ sustainability commitment, and the obligation to offer more sustainable choices. It is increasingly important for our colleagues and customers, but it is also essential to the survival of species, ecosystems and, all life on Earth.

Daniel Turner
Director of Strategy, ANIMONIDAL

Find out more …

• Learn more about the ABTA Animal Welfare Guidelines basic requirements and unacceptable practices.
• Our NATOUR IMPACT online evaluation tool helps travel & tourism businesses assess, monitor and disclose their nature-related risks and impacts in four Impact Areas, including Animal Welfare. See details in the new brochure.
• See our services to find out how ANIMONDIAL can help you mainstream animal welfare into your offer and operations by helping develop your commitment, review your product portfolio, upskill your staff and more …