On 27 September 2025, South Africa will join the rest of the world in celebrating World Tourism Day under the theme, "Tourism and Sustainable Transformation". The day highlights how travel can be a driver for positive change, boosting local economies, protecting cultural heritage and safeguarding the environment.

For FOUR PAWS South Africa, this year's theme is an opportunity to shine a light on ethical tourism, especially when it comes to wildlife. Through the award-winning investigative documentary, Dethroned and the organisation's long running '#TravelKind' movement, FOUR PAWS is urging South Africans to reconsider how travel choices impact animals, ecosystems and communities.

Exposing the True Cost of Wildlife Tourism

Dethroned, created in partnership with TERRA MATER Studios and FOUR CORNERS Film and Photography, exposes the realities of the world's commercial big cat industry. In South Africa lions and other big cats are bred for tourism activities such as cub petting, walking with lions and trophy hunting. The documentary, which won Gold at the 2025 International Tourism Film Festival Africa (ITFFA), lays bare the reality behind what is often marketed as conservation tourism. It challenges travellers to ask whether their holiday experiences are helping wildlife or exploiting it.

'#TravelKind': Turning Awareness into Action

FOUR PAWS' '#TravelKind' campaign is a call to make conscious choices that protect animals and the planet, like the destinations it visits — without contributing to animal cruelty. When applied to tourism, the campaign urges South Africans to:

  • Avoid attractions that exploit animals for entertainment.
  • Support genuine sanctuaries and conservation projects.
  • Choose travel options that respect wildlife habitats and local communities.

"Tourism holds immense potential to connect, educate and inspire. But when built on the exploitation of wildlife, it betrays both people and planet. With Dethroned, we unveil an unsettling truth, and with '#TravelKind', we offer a kinder path forward. This World Tourism Day, let us commit to tourism that restores, respects, and truly transforms," says Fiona Miles, Director, FOUR PAWS South Africa.

A Call for Sustainable Transformation in South African Tourism

Wildlife tourism is a cornerstone of South Africa's travel economy, yet unethical practices threaten its sustainability and global reputation. By choosing responsible, cruelty-free travel experiences, tourists can help ensure that South Africa remains a world-class destination that protects its natural heritage.

FOUR PAWS is calling on:

  • Travellers to research destinations and avoid animal exploitation.
  • Tour operators to adopt ethical wildlife tourism standards.
  • Government and policymakers to strengthen animal welfare laws in the tourism sector.
  • An end to the commercial big cat industry in South Africa

 For more information, please visit our website at www.four-paws.org.za