Beyond their fearsome reputation, sharks play a crucial ecological role, balancing marine ecosystems and supporting economies worldwide. However, these predators face a myriad of threats, from overfishing to habitat destruction, pushing many species to the brink of extinction. Shark-based tourism, encompassing activities such as viewing, snorkeling, and diving with sharks, serves as a multifaceted tool for both economic development and shark conservation efforts.
Economically, it stands as a significant draw for tourists, generating substantial revenue for destinations worldwide. Countries like Fiji, Australia, and the Bahamas have reaped financial benefits, with revenues reaching millions of dollars annually. The industry offers alternative livelihoods to traditional fishing practices, fostering economic diversification in coastal communities. Conservationally, the economic value associated with shark-based tourism incentivizes the protection of sharks and their habitats. Initiatives like the establishment of shark sanctuaries in marine destinations have been fueled by the economic contributions of shark tourism. Additionally, shark-based tourism plays a pivotal role in raising public awareness about the importance of shark species and their ecosystems. Through educational programs and interpretive experiences, tourists gain insight into the significance of shark conservation, fostering a sense of stewardship towards these apex predators. This positive education, coupled with direct interactions with sharks, cultivates a willingness among tourists to actively support shark conservation efforts and engage in pro-environmental behaviors.
But what determines a divers’ willingness to engage in shark-based tourism and support shark conservation? A groundbreaking study conducted in Southern Africa delved into the many factors shaping attitudes towards shark-based tourism and conservation among recreational scuba divers. South Africa is renowned for its rich diversity of shark species and pristine diving locations, provided an ideal backdrop for investigating the potential of shark tourism as a conservation tool.
Over the course of two years (2021-2022), researchers surveyed 294 divers across three key locations in South Africa and Mozambique, employing sophisticated statistical analyses to unravel the complex interplay of variables at play. The study revealed that perceived shark uniqueness, the relatability of sharks to human experience, and shark knowledge all wielded a significant influence on attitudes towards shark-based tourism. In essence, the more divers perceived sharks as unique and relatable, and the greater their knowledge about them, the more likely they were to support shark-related tourism activities. There was also a positive relationship between diving experience and attitudes towards sharks, suggesting that firsthand encounters with these majestic creatures may cultivate a deeper appreciation and sense of stewardship among divers.
But the results didn’t stop there.
Attitudes towards shark framing, or how sharks are portrayed and discussed in media and public discourse, emerged as a critical mediator between perceptions of sharks and support for conservation efforts. Essentially, how sharks are portrayed and perceived influences one’s willingness to support conservation efforts. This particular finding, the authors argue, underscores the importance of thoughtful and informed communication in shaping public perceptions and fostering conservation initiatives.
With these new insights, the researchers put forth a series of recommendations aimed at bolstering shark conservation efforts in the region. From educational initiatives to immersive shark interactions and destination branding, they believe there exists a wealth of opportunities to ignite passion and pride in sharks here, ultimately fostering a culture of support and advocacy for their protection. “The findings of this study highlight the potential for branding Southern Africa as a sustainable shark-based tourism destination,” the authors state. “The diving industry in the region is economically florid, with shark diving, in particular, representing one of the most important forms of marine wildlife tourism. […] With this in mind, shark-based destination branding could be deployed both as a destination marketing tool and as an indirect conservation tool. However, branding strategies for shark-based tourism would need to focus on the importance of promoting sustainable and ethically sound practices that would not be to the detriment of sharks, setting very high standards for service quality, safety, education and research associated with this form of tourism.”