Reshaping tourism systems to improve animal welfare

We leverage the skills of destinations, tourism businesses, and NGOs to create tourism systems that improve animal welfare and reduce reliance on animal exploitation.

Tourism influences how animals are treated in destinations around the world - from wildlife experiences to food systems to working animals to habitat pressures. Yet animal welfare is rarely a part of tourism planning, marketing, or visitor experiences.

About our logo

The original logo features a bear, a fish, and a donkey, representing some of the most widely exploited animals in tourism. However, the design is intentionally flexible, allowing animals to be swapped out based on tourism sector or geography to reflect different contexts of use.

Our Process

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    Research & Insights

    Understanding traveler expectations, welfare risks, and tourism trends.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and half circle lines.

    Strategy & Planning

    Helping destinations and organizations integrate animal welfare into tourism development.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and circle lines.

    Experience & Itinerary Design

    Creating high-welfare tourism experiences that align with visitor values.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    Marketing & Storytelling

    Shaping narratives that inspire travelers to choose where animals matter.

  • Cross-Sector Collaboration

    Connecting tourism leaders and animal protection organizations.

  • The contribution of Where Animals Matters is greatly needed here in Tromsø, and together with Dr. Kline, is driven by one of the most inspiring advocates for nature we know.

    -Delphin Ruché, Rissa Citizen Science

  • Tackling animal welfare in tourism at the planning stage is a gigantic opportunity to match a gigantic industry (of exploitation). Carol Kline engages culture change at its source - educating travel designers to reorient how we humans participate with animals.

    -Laurisa Schutt, Animals for Animals Action Fund

  • The mission of Where Animals Matter aligns with Wild Welfare as we collaborate with the tourism industry to improve animal welfare practices and standards, and educate customers and stakeholders, resulting in positive experiences for people and animals.

    -Simon Marsh, Wild Welfare

  • The recent growth of tourism and diversity of tourism products demonstrates that the challenges facing this industry can only be resolved, through multi-disciplined, multi-faceted, and multi-partnered approaches as those espoused by Where Animals Matters.

    -Raynald Harvey Lemelin, PhD, originator of last-chance tourism and entomotourism

  • At RISE Travel Institute, we believe justice-centered travel must include care for animals, people, and places, which is why Where Animals Matter’s work to transform the systems, policies, standards, and stories that shape tourism is so urgently needed.

    - Vincie Ho, Ph.D., Founder and Executive Director at RISE Travel Institute

  • The passion and creativity Carol brings to the work shines through in every way - from her ability to energize a room to finding every possible synergy and connection that can benefit the work.

    -Halle Butvin, Smithsonian Center for Folklife & Cultural Heritage

  • Carol has been a proactive advisor to our hospitality and tourism organization. She is exceptionally well-suited to support the tourism sector in improving animal welfare standards and practices. Where Animals Matter has a vision that could improve the lives of millions of animals, and there is an urgent need for their work across the globe.

    -Meredith Marin, Executive Director of Vegan Hospitality

  • Carol is always a passionate and knowledgeable collaborator. She is particularly adept at bringing people together and engaging in valuable conversations.

    -Ann E. Savage, NC State University Tourism Extension

  • Where Animals Matter provides an important resource of training and services to address this critical area of mass animal exploitation that reaches across the globe. I am so thankful for its innovation and compassion!

    -Cynthia von Schlichten