Situation changing

However, encouraging changes have been witnessed in recent years. According to the WAP, the numbers of Chinese tourists taking elephant rides in Thailand declined 13 percent and those watching elephant shows fell 26 percent from 2017 to 2019. By the end of last year, more than 250 travel agencies worldwide, including 15 Chinese agencies, had joined the WAP's campaign and removed elephant rides and shows from the tour itineraries.

Chen Jie, chief executive officer of Beijing-based Caissa Tosun Travel Service (Group), one of China's biggest travel companies, said his company stopped offering elephant rides and shows to tourists in May 2018 and instead now provides animal-friendly tours without any direct contact with wild animals or disturbing their natural habitats.

Initially, some tourists were reluctant to forego elephant rides and shows, Chen said."But the idea gradually gained support after we replaced them with animal-friendly tours, such as guided tours of professionally maintained animal welfare camps where the tourists can watch elephants from a distance and participate in charity activities to fund elephant protection programs."

"People have become more aware of animal protection. And tourists can gain better knowledge about elephants by visiting well-maintained elephant camps and donating to animal charity, which is more meaningful than just riding an elephant," Chen said.