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Everyone Says “Ethical” — But Who Really Means It?
It seems like every elephant sanctuary in Thailand now calls itself ethical. They all say the right words: “no cruelty,” “rescue,” “freedom,” “care.”
But once you step inside some of these places, you realize something isn’t right.
The elephants are still performing. The tourists are still climbing on their backs. And the truth? It’s hiding in plain sight.
Let’s uncover what’s really going on behind the “ethical” label — and how to tell the difference between sanctuaries that say they care and those that actually do.
The Rise of “Greenwashing” in Elephant Tourism
As more travelers become aware of animal welfare issues, tour operators are adapting — not by changing their practices, but by changing their marketing.
They remove the word “riding” from their websites. They call themselves “eco-sanctuaries.” They tell guests the elephants were “rescued,” even if they weren’t.
This is called greenwashing — using feel-good language to cover up bad practices.
In elephant tourism, it’s everywhere. And it’s dangerous — because well-meaning people end up supporting places that still hurt elephants, just behind the scenes.
