In Brazil’s remote Pantanal wetlands, jaguars—once hunted and feared—are now the stars of a growing ecotourism movement. Around Porto Jofre, a quiet town nestled between winding rivers and dense vegetation, travelers from across the globe come hoping to lock eyes with the largest feline in the Americas.
And chances are, they do.
Porto Jofre now holds the highest density of jaguars in the world. It’s a remarkable turnaround for a region where the species was nearly wiped out by poaching just a few decades ago. Today, spotting a jaguar here isn’t a matter of luck—during high season, guides report a 94% success rate.
This surge in wildlife sightings has helped turn jaguar tourism into an economic engine for the region. According to a recent study, the industry generates about $6.8 million a year and has encouraged local communities to embrace conservation. Ranchers once saw jaguars as threats to their herds; now, many have adopted non-lethal methods to protect their cattle, such as electric fences or designated night enclosures.
But success brings complexity.
The Rise of Conscious Ecotourism
A new study conducted by researchers at University College London highlights how the growing popularity of jaguar watching is changing the dynamics of wildlife tourism in the Pantanal. As jaguars become increasingly accustomed to human presence—rising from 29 identified habituated individuals in 2013 to 130 in 2023—tourism practices must also evolve to ensure the well-being of both animals and visitors.
Large crowds of boats rushing to the same sighting can create stress for wildlife and detract from the immersive experience travelers seek. What once required teamwork and open communication among guides has become a more crowded and competitive affair. According to the study, simple adjustments—such as forming smaller, more coordinated groups and limiting information sharing during high sighting seasons—could help maintain a peaceful balance.
These suggestions aren’t restrictions, but rather tools for conscious ecotourism: an approach that acknowledges the delicate connection between people, nature, and economic sustainability.
Finding the Balance
Ecotourism is a powerful force for good. Globally, it contributes over $120 billion to the economy—far outpacing the value of illegal wildlife trade—and supports nearly 7% of all jobs in travel and tourism. It creates real incentives to protect ecosystems and the species that live within them.
In the Pantanal, jaguar tourism has played a critical role in reshaping public perception. These majestic cats, once seen as villains, are now protected allies in preserving the region’s unique biodiversity. Still, the experience of seeing them must be handled with care.
The study draws on a new theoretical model that treats wildlife sightings like a shared natural resource. If overused, the “resource”—in this case, the opportunity to witness jaguars in the wild—can diminish for everyone. But if managed wisely, it can flourish long into the future.
What the Future Holds
With recurring droughts and recent wildfires threatening the Pantanal—15% of the biome burned in 2024—sustainable tourism isn’t just an option; it’s a necessity. Researchers suggest that adapting strategies as wildlife behavior and environmental conditions evolve will be key to long-term success.
And there’s reason for optimism. The jaguars are thriving. Local guides are gaining new tools. Visitors are becoming more aware of their impact.
Porto Jofre has proven that conservation and tourism can work together, as long as we’re willing to be thoughtful stewards of the wild. Conscious ecotourism is not about limiting the experience—it’s about protecting it for generations to come.
