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Abstract
Global environmental change is altering natural and built systems in many regions of the world and such changes play a significant role in an emerging travel trend that has been labelled ‘last chance tourism’ (LCT). In LCT, tourism demand is based on the desire to see these vulnerable places and features before they disappear or are essentially and irrevocably changed. The paradox in this new form of travel lies in the fact that the tourists often travel long distances and, thus, are disproportionately responsible per capita for increased greenhouse gas emissions and various other stressors that have the potential to alter further the very attractions being visited. The emergence of LCT requires careful ethical consideration and adds a new twist to the debate about ‘loving a destination to death’. In this case, the relationship is indirect and intangible, and is complicated by spatial and temporal lags, as well as the complex system of biophysical interactions at the heart of climate change. LCT presents a situation that is considerably more difficult to manage and mitigate than those where tourism involves only direct and local impacts. Through a praxis/reflective approach, we discuss this complexity and the various ethical issues associated with marketing and managing LCT. In order to provide context and clarification of the LCT concept, we use one of the most evocative symbols of climate change, the polar bears of Churchill, Manitoba, Canada, as a source of empirical evidence and a foundation for exploring ethical considerations.