Case Study - Network for Business Sustainability

Engaging the Community: A Knowledge Project
Sustaining the Orca Whales through Community Engagement in the
Pacific Northwest
Introduction
Commercial whale watching on a global scale has grown significantly since the early 1990s. It is
estimated that more than 10 million people worldwide take part in tours every year, resulting in an
industry with annual revenues of over $1 billion (Hoyt, 2001). The financial benefit to coastal
communities created by this activity is substantial, particularly in light of the ongoing decline of fishing
stocks in many areas. It also provides an important opportunity for the public to learn more about these
fascinating creatures in their natural environment.
As whale watching and marine eco-tourism have grown, so have concerns about the possible negative
effects of touring vessels frequently approaching and observing whales. Although some studies have
suggested that whales may suffer negative effects from this activity, the scientific evidence at this time
is far from conclusive. Because of media exposure, which is sometimes unsubstantiated, mutual feelings
of distrust are common among some commercial whale watch operators, research scientists, certain
NGO groups, local communities and the media.
To succeed commercially, tour operators face the challenge of avoiding undue stress to whales while
still providing passengers with a satisfying viewing experience. Legal and regulatory guidelines are
insufficiently developed to secure this balance. In response, in 1994 the International Whale Watch
Operators Association Northwest (WWOANW) adopted a code of conduct for the business operations of
its members in the absence of government legislation. The Best Practices Guidelines developed by
WWOANW were intended to organize viewing activities on the water and reduce the possibility of
negative effects that might result from certain whale watching activities. The WWOANW Guidelines
have been one of the most important ways for the industry to provide information about whale
watching to the public and to regulate themselves, while maintaining support for their industry from the
broader community.
What Do Whale Watching Tour Operators Do?
Recreational whale watching tour operators provide opportunities for the public to observe whales and
other marine wildlife in their natural habitat. Passenger education about killer whale biology and
behaviour is a key component of the tours. Customers receive information not only about killer whales
but about the history of the area, and other species of mammals, birds and fish that inhabit the area.
One tour operator indicated:
“We talk about the pressures the whales have in the environment…like the toxins being in a
populated area and about whale watching boaters. We explain conservative whale watching
and how we are going to approach animals.”
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