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Elephants in captivity are an ethical concern. Rapid tourism growth coupled with inadequate regulations encourage treatment that threaten the survival of these amazing wild creatures.Welfare of elephants must be improved and we believe responsible tourism is the most viable solution. Tourism done right can assist the survival of captive elephants throughout Asia and provide clients with an inspiring experience. This session presents the Good, the Bad & the Ugly of elephant experiences by following the Global Welfare Guidance for Animals in Tourism developed by ABTA, Travelife Sustainability criteria, Thailand’s Ministry of Tourism & Sports Elephant Standard, and Buffalo Tours captive elephant camp checklist.