THE SHIFT
The tourism industry is at a turning point.
The practices that defined animal tourism for decades are giving way to a new global standard. The question is whether your operation is part of that shift.
Social media has made animal suffering in tourism visible in ways it never was before. Research on animal welfare literacy shows that tourists are increasingly aware of the impacts their choices have on animals, and that awareness is growing.
In a tourism landscape where ethical treatment of animals is rapidly becoming a deciding factor in where tourists choose to spend their money, operators who can demonstrate a credible, science-backed commitment to animal welfare will be the ones who lead.
CAT exists to help you get there.
THE OLD WAY
→
THE NEW WAY
Animals trained through fear and physical force
→
Animals cared for through evidence-based welfare programs
No formal standards for how animals are housed, fed, or trained
→
Science-backed certification that operators can earn and display
Tourists unaware of the impacts of their visits on animals
→
Tourists increasingly informed and making decisions accordingly
Welfare concerns visible only after public scandals
→
Proactive welfare standards that prevent harm before it occurs
Operations judged only by profit and visitor numbers
→
Operations recognized and rewarded for genuine animal care
WHAT CAT OFFERS
CAT builds working partnerships with operators to raise the standard of animal care across the tourism industry.
At the core of CAT's work with operators is the Justice Pathway, the world's first science-backed certification system for animal-based tourism. Every operator CAT works with is assessed honestly against a comprehensive set of welfare, conservation, and governance criteria.
That assessment places the operation on one of four levels of the Justice Pathway, reflecting where it genuinely stands today. From there, CAT draws on 10 evidence-based programs to support the operator in moving forward.
The 10 Commitments:
A stepwise program of development and evolution for operators to move through the different programs and stages to secure advanced standing
i.
Literacy Program: Animal Welfare; Conservation
ii.
Animal Use Audit
iii.
Research Program: Interns, Volunteers
iv.
Knowledge Translation Program
v.
Code of Ethics
vi.
Empathy & Enrichment Program
vii.
Community Programs
viii.
Good Governance Model
ix.
Animals (not) as Food Program
x.
Regenerative & Rewilding Program
These programs are practical tools built on 26 years of published research on tourism and animal ethics, and 40 years of ecotourtism research, designed to create measurable change in how animals are treated at tourism operations around the world.
The JOURNEYS to JUSTICE pathway
Every operation starts somewhere. The goal is always to keep moving forward.
The Journey to Justice pathway places operators at one of four levels based on CAT's assessment of their current practices. Each level represents a genuine standard, not an aspiration.
Level 01
TRANSITIONED
Entry tier
i.
Certified Transitioned: Justice Pathway 1
Your operation is establishing essential standards and systems for animal welfare, including codes of ethics, good governance, and conservation and animal welfare literacy.
Level 02
TRENDING
Verified progress
ii.
Certified Trending: Justice Pathway 2
Your operation is making measurable progress. Welfare standards are improving across multiple areas of your practice. CAT continues to work alongside you, providing research, tools, and onsite support to maintain momentum. Evidence, knowledge and community engagement drive better outcomes.
Level 03
TRANSFORMING
Industry leading
iii.
Certified Transforming: Justice Pathway 3
You are a recognized leader in ethical animal tourism, with the research-backed credentials to prove it to every tourist who visits. A culture change through empathy, respect and positive relationships.
Level 04
TRANSCENDENTAL
Aspirational tier
iv.
Certified Deep Justice for Animals
The highest standard in the world. Your operation represents what animal-based tourism can look like when welfare, conservation, and ethics are genuinely placed at the centre of everything. This is what the entire Justice Pathway was built toward.
WHAT THE PROCESS LOOKS LIKE
CAT works directly with operators in the field, not just at a distance.
CAT's process is collaborative from the first conversation. There is no judgment about where an operation currently stands. The starting point is an honest assessment of current practices against CAT's welfare, conservation, and governance criteria.
Onsite research is part of the process. The knowledge translation program ensures that the most current research on animal welfare reaches operators in a form they can actually use, without requiring a background in academic literature to understand it. The suffering and flourishing audit program gives operators a clear picture of where animals in their care are thriving and where they are not, based on observable behavioural and physiological indicators. The behavioural enrichment program develops practical strategies to improve the daily lives of animals at the operation. The empathy and nonviolent communication programs address the human side of welfare, building the capacity of staff to understand and respond to the needs of the animals they care for.
From that assessment, CAT places the operation on the Justice Pathway and begins the work of supporting improvement through whichever of the 10 commitment programs are most relevant to that operation's needs and context. Throughout the process, CAT works with operators to build toward the next level of the Justice Pathway, at a pace that is realistic for the operation and meaningful for the animals.
WHAT OPERATORS RECEIVE
What working with CAT gives your operation.
Operators who work with CAT and earn their Justice Pathway certification receive a verified, globally recognized badge reflecting their level. That badge is displayed on the operator's website, marketing materials, and booking platforms. It tells every tourist who sees it exactly what the operation has committed to and what it has achieved.
Beyond the badge, CAT-certified operators gain access to CAT's research library, the most comprehensive body of knowledge on animal welfare in tourism in the world. They become part of a global network of operators working toward the same standard, with access to the ongoing support of CAT's research team as practices evolve and new knowledge emerges.
For operators in regions where animal tourism is under increasing public and regulatory scrutiny, CAT certification provides something that no marketing campaign can manufacture. It provides credibility that is backed by 25 years of peer-reviewed research and the most rigorous welfare assessment framework in the industry.
APPLICATION FORM
Start here.
CAT works with animal-based tourism operators at every level and in every region of the world. Whether your operation is just beginning to examine its practices or already meeting high welfare standards and looking for global recognition, the first step is the same. Tell us about your operation and we will be in touch.