The Truth Behind Thailand’s Elephant Tourism: Debunking the “Cultural Tradition” Myth

By Philip Price, Elephant Conservationist and Founder of SavingGanesh.org

When travelers imagine Thailand, images of serene temples, lush jungles, and majestic elephants often come to mind. These elephants are frequently portrayed as cultural icons - stoic, gentle creatures painted and paraded in festivals, giving rides to tourists, or performing tricks in crowded arenas. Many are told this is part of an ancient, revered tradition. But that story is not just misleading - it’s dangerous.

Elephant Tourism: A Business Born from Crisis

The reality is that Thailand’s elephant tourism industry is not rooted in timeless cultural heritage, but in economic desperation. Until 1989, elephants were primarily used in Thailand’s logging industry. When logging was outlawed to prevent deforestation, around 4,000 captive elephants—and their mahouts (handlers) - were suddenly left without purpose or income.

With no welfare safety net, many turned to tourism. Trekking camps sprung up rapidly, offering elephant rides and performances. This wasn’t a cultural revival. It was survival - chaotic, unregulated, and built on the backs of animals in distress.

The Dark Reality of Captivity

As the business of elephant rides and shows exploded, demand for elephants surged. But elephants breed slowly in captivity, and training a calf takes years. So the industry looked to the wild. Baby elephants were - and still are, illegally captured from herds in Myanmar and Laos.

Their training involves a practice known as the “phajaan” or “crush”: a brutal method of breaking an elephant’s spirit through physical abuse, isolation, and confinement. It’s not tradition. It’s trauma.

And it continues today, often hidden behind the veil of cultural justification and tourist ignorance.

The West’s Role in Elephant Suffering

Much of the money fueling this cruelty comes from Western pockets. Travel companies, cruise lines, and social media influencers frequently promote elephant rides, selfies, and shows as bucket-list adventures. Tourists - many unaware of the suffering - believe they’re participating in something exotic and meaningful.

But behind every ride, every trick, and every painted canvas is a story of domination, not devotion. And ignorance doesn’t absolve responsibility.

There Is Another Way

The good news? Ethical alternatives exist - and they’re growing.

Across Thailand and Southeast Asia, genuine sanctuaries are stepping up. These places prioritize elephants’ physical and emotional health. There are no rides, no chains, no forced performances. Just elephants being elephants - in peace.

Leaders in this movement include:

Elephant Nature Park (Chiang Mai)

Boon Lott’s Elephant Sanctuary

Kindred Spirit Elephant Sanctuary, among others.

These sanctuaries often rescue abused elephants and rely on responsible tourism to sustain their work. They need visitors who care not just about taking a good photo - but about making a good choice.

Knowledge Is Power - And Responsibility

I’ve spent years on the ground in Asia, advocating for the protection of wild and captive elephants. I’ve seen the pain behind the performances, and I’ve seen the healing possible when compassion leads the way.

As travelers, we wield tremendous power. Where we go, what we pay for, and what we share shapes entire industries. Our dollars can either support cruelty masked as culture - or help redefine what culture can become.

If we want a world where animals are treated with dignity, it starts with choosing awareness over amusement.

Travel is a privilege. Let’s use it wisely. Let’s choose compassion.