The Rise of Last Chance Tourism

Last chance tourism is a growing trend where travel companies advertise destinations at risk of disappearing, prompting travelers to visit before they are gone. This marketing strategy is rooted in the psychological concept of loss aversion, where the fear of losing out on unique experiences drives people to book trips to threatened environments. Examples include Churchill, Manitoba, which has successfully positioned itself as the polar bear capital of the world, attracting tourists willing to pay thousands for close encounters with these magnificent animals. Despite the potential environmental impact, the influx of tourists helps fund conservation efforts, revealing a complex relationship between tourism and ecological preservation.