Antarctic tourism: regional ambassadors or last-chance tourists?

Antarctic tourism doubled in the past decade to a record-high 104,076 visitors in 2023. Rapid growth has raised alarms about the environmental effects of tourism in a region already threatened by climate change. The term ‘last-chance tourism’ was coined to capture how tourist desire to experience destinations threatened by climate change drives industry expansion, while also accelerating environmental decline. Other researchers have found support for the industry-driven concept of ‘ambassadorship,’ which purports that post-travel, tourists experience an increased connection to, knowledge of, and passion for Antarctica, thereby becoming conservation advocates for the region. In this study, we examined the paradoxical relationship between last-chance tourism and ambassadorship. We conducted an online, post-cruise survey of passengers on board a small expedition vessel to Antarctica in the 2022–2023 astral summer to see how their perceptions and actions had changed, not just with regards to Antarctica, but also to environmental protection and conservation in general. While results support the claim that Antarctic tourists do transform into ambassadors, the efficacy of their advocacy is questionable, as few engaged in meaningful behavioral change. Results suggest the ambassador effect may need to be ‘activated’ in some way through shipboard lectures, increased access to information, or other activities.