As part of a NAFTA grant, David had the opportunity to travel to the Yucatan Peninsula of Mexico in 1996 with colleagues from all three NAFTA countries (six university members in total). The group was invited to participate in an ecotour one day, and while on the way to a protected area, the driver of the vehicle made a quick stop at a farm, "where we would find a pleasant surprise". When they arrived, they were led to an open-air garage, and to their dismay, found a female jaguar on a length of chain no more than five feet long. Her two cubs were kept in the back in a cage. The ecotour operator made the following comment: "Given how elusive the jaguar is in the forest, we thought we would show you one up close so you can see how beautiful these animals are.” After getting over the initial shock, the group made it clear that they would have much rather seen a picture of a jaguar in a book or magazine than under these conditions. Such came with a strong suggestion not to bring ecotourists, or any other tourists for that matter, to the farm, and that setting the animals free was the responsible course of action.

 

It was the genesis—the watershed moment—in the development of a new subfield of tourism studies, which would manifest a few years later through David's pioneering work on the topic. Tourism and animal ethics is now a dedicated program of research for a growing number of graduate students and tourism scholars who are all making a difference.

 

In thinking back to that jaguar, we wonder how people in tourism, let alone ecotourism, can be blind to the welfare of animals in the name of profit and pleasure. Tourism can be a great development strategy if planned, development, and managed properly. We honour the involuntary sacrifice of that jaguar through the Centre for Animal-based Tourism. Moreover, we are proud to use her likeness to break the chains of the past in forging a more responsible and sustainable animal-based tourism industry in the future.

 

- The CAT team