FOUR PAWS calls for responsible use of AI as World Tourism Day highlights the future of digital tourism
Cape Town, 21 September 2026 – Ahead of World Tourism Day on 27 September, FOUR PAWS is calling for the responsible use of artificial intelligence (AI) in tourism and wildlife content, warning that misleading AI-generated images and videos could distort public perceptions of wild animals and encourage harmful wildlife interactions.
This year’s World Tourism Day theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism”, focuses on the growing role of technology in shaping how people experience travel and tourism. From travel planning and destination marketing to online content creation, AI is changing the way people discover the world. However, FOUR PAWS is concerned that increasingly realistic AI-generated images depicting people hugging lions, walking with cheetahs, cuddling tiger cubs or having close encounters with elephants may create unrealistic expectations about wildlife experiences. Many of these portrayals show interactions that would not occur naturally and can mislead the public into believing that wild animals are comfortable with close human contact.
According to FOUR PAWS, repeated exposure to such content risks normalising direct interactions with wild animals and could increase demand for attractions that offer wildlife selfies, cub petting experiences and other forms of animal exploitation. Through its global #TravelKind campaign, the organisation encourages tourists to observe wildlife from a respectful distance in the wild and choose ethical tourism experiences that do not compromise animal welfare.
“Artificial Intelligence has enormous potential to improve tourism, education and animal welfare awareness. However, when AI-generated content presents wild animals as willing companions or props for human entertainment, it creates a false narrative,” says Fiona Miles, Director of FOUR PAWS South Africa. “Wildlife should be respected as wild animals, not portrayed as pets or social media accessories.”
While FOUR PAWS recognises the value of AI in tourism and animal welfare, Miles says technology must be used responsibly. “The tourism sector has an opportunity to use AI responsibly. Technology should encourage authentic wildlife experiences and support animal welfare, rather than creating unrealistic expectations that fuel demand for harmful animal interactions.”
FOUR PAWS believes AI can play a positive role in tourism by supporting animal welfare education, virtual wildlife experiences, responsible travel planning and greater public understanding of biodiversity.
As World Tourism Day highlights the future of tourism in the digital age, the organisation encourages travellers, content creators and tourism operators to ensure that technology helps foster respect for wildlife rather than promoting misleading or harmful narratives.
“Responsible tourism in the digital era means understanding that wild animals are not entertainment, whether in real life or online,” concludes Miles. “If we redesign tourism using AI, animal welfare must be part of that future.”
For more information, please visit our website at www.four-paws.org.za
