Shark wildlife tourism* is a growing marine industry with big implications for shark conservation. While there are many competing definitions, generally shark wildlife tourism refers to SCUBA dive operators who offer trips that guarantee that you’ll see sharks, often through the use of bait or chum to attract sharks to the divers. This has become a contentious issue in marine science and conservation circles. That’s why last week’s news that WWF, Project AWARE, and the Manta Trust released the first-ever guide to responsible shark and ray tourism best practices is so welcome. This thorough and well-researched guide guide is designed for dive operators who want to minimize their potential harm to sharks and rays while maximizing the potential conservation benefits of shark wildlife tourism.