As many studies have demonstrated, the economic potential for exploiting wildlife resources for non-consumptive wildlife-oriented (NCWOR) tourism is large. Such tourism offers a realistic chance for the conservation of wildlife resources in the long-term, especially important when wildlife resources are dwindling, mainly due to habitat destruction, poaching and other man-made threats. In this paper, we show that in Australia, the potential for exploiting the non-consumptive use of sea-turtles in a specialized niche market is large and provides an attractive alternative to current consumptive uses which in the long-term are deemed to be unsustainable. Such uses also afford the best form of preserving the endangered turtles and their rookeries.