RESUMO
Shark ecotourism has the potential to contribute significantly to local and national economies and conservation, though this depends on a concerted effort to implement evidence-based management. Sharks are key attractions at some of the most important marine ecotourism sites throughout Mexico, focusing particularly on whale sharks, white sharks, hammerhead sharks, and several other reef-associated and pelagic species. This generates important employment opportunities and millions of USD in revenue, but truly implementing ecotourism requires that education and conservation be a part of activities and that these benefit local communities, so that the industry can be socially, economically and ecologically sustainable. In Mexico, this includes addressing potential negative impacts from vessel overcrowding, provisioning, inequitable distribution of ecotourism and conservation benefits and costs, and a broader lack of governance capacity to ensure that coastal development is environmentally sustainable and socially equitable. In the context of a Blue Economy centred on sustainability and local benefits, ecotourism provides a key incentive and opportunity to improve ocean management.