Sydney, 11 July 2025 – In response to a rise in social media videos showing tourists in Thailand cuddling and posing with lion cubs in cafés and tourism experiences, global animal welfare organisation FOUR PAWS is sounding the alarm on the hidden cruelty behind these viral moments and calling on Australian travellers to reject these cruel attractions.

While these experiences may appear harmless or even heartwarming online, they are part of a deeply exploitative and dark industry that thrives on the suffering of vulnerable animals.

Thailand’s captive lion population has tripled in just six years with over 444 lions now held in captivity^[1] - many bred solely for tourist selfies and petting experiences.

Global investigations by FOUR PAWS reveal that lion cubs used in tourism are often:

• Separated from their mothers within days of birth, causing emotional trauma and depriving them of essential care.
• Bred for appearance, with nearly half born as white lions- an inbred mutation that leads to severe health issues.
• Forced into constant human interaction, leading to the cub’s stress, anxiety, behavioural problems, and risk public safety incidents.
• Funnelled into the exotic pet trade, canned hunting, or traditional medicine markets once they outgrow their usefulness.

At a time when many Aussies may be escaping the winter chill with a holiday in Thailand, FOUR PAWS Australia cautions holidaymakers to not fall for misleading marketing of lion cafés and cub petting venues.

These businesses often misrepresent themselves as sanctuaries or rescue centres, but in reality, they operate as commercial enterprises that profit from the exploitation of vulnerable animals.

“These venues prey on animal loving tourists who want to experience animals and believe they are supporting a good cause, when in fact, it is doing the opposite and contributing to the ongoing exploitation of animals like lion cubs,” said Linigen.

Cubs are frequently kept in inappropriate environments, such as small enclosures or indoor cafés, where they are deprived of natural light, space to roam, and opportunities to engage in natural behaviours. Many suffer from malnutrition, untreated injuries, and chronic stress, all while being used as props for tourist entertainment.

“A true sanctuary never allows direct contact with wild animals. It prioritises their natural behaviours and lifelong care, not entertainment. If there's breeding or selfies, it's not a sanctuary—it's a business and animals are the product,” said Linigen.

Once popular tiger tourist facilities have come under more international scrutiny, meaning that profiteers are now changing their business model to the lesser protected species, such as lions. Same model, same suffering. Cubs continue to be snatched from their mothers, and eventually their bones also used as traditional medicine as an alternative to tiger bones.

This convergence of species means every big cat has a price on their head as long as commercial trade exists. There continues to be growing concern about the lack of regulation and oversight in Thailand’s exotic animal industry, which allows these practices to continue unchecked.