Pagel, CDOrams, MBLück, M2020-01-092020-01-0920192019Tourism in Marine Environments, doi: 10.3727/154427320x157549360270581544-273Xhttps://hdl.handle.net/10292/13083Over the past three decades, interacting with wildlife as a tourism activity has grown significantly and has transformed from a relatively rare experience into a mainstream tourism product. Tourism opportunities to watch, photograph and otherwise interact with animals in their natural environment have grown to include a range of species and settings, including in the sea. Close encounters with marine wildlife are facilitated by a wide range of commercial operators, and many include and promote a strong adventure component. This paper provides a consideration of the issues of risk and the emerging role of the use of social media in marine wildlife tourism experiences. While the concept of ecotourism has been widely explored in wildlife tourism research, the inherited risk involved in these activities has received little attention. This is particularly the case regarding interactions with potentially dangerous wildlife in open-water environments. This aspect warrants exploration in the context of the growth of wildlife photography/videography and sharing via social media platforms, which frequently display close encounters with animals in dangerous scenarios for both people and wildlife involved.Cognizant, LLC has granted permission for deposit of the requested paper into our Institution's repository. The final published paper should be used for deposit and there is no embargo period relating to open access.Marine wildlife tourism; Risk; Selfies; Social media; Swim-with programmesJournal ArticleOpenAccess10.3727/154427320x15754936027058