Sustainability in wildlife tourism: challenging the assumptions and imagining alternatives

Purpose This study raises and discusses questions concerning the assumptions of sustainability to uncover aspects that might lead to new critical ways of understanding it. More specifically, the aim of this study is to discuss the adoption of the sustainability approach in wildlife tourism and challenge its underlying anthropocentric assumptions. Design/methodology/approach The approach adopted is one of animal ethics, more precisely Ecofeminism. Findings The discussion ends by highlighting the possibility for new thinking. In particular, the concept of entangled empathy is presented as a potentially central element for re-thinking wildlife tourism. Research limitations/implications This study raises critical questions and starts the conceptualization of a non-anthropocentric approach in wildlife tourism. This can be viewed as a mental exercise that should be developed further and translated into practical suggestions. Originality/value This study views innovation as a process of re-thinking sustainability through the adoption of the animal ethics lens.