We raise awareness about the flight of Asian elephants in different ways to a large audience. We co-produced two documentaries (the award winning Return to the Wild and the Dutch Aanpakken en Wegwezen), wrote the book The Great Elephant Escape and had interviews with many newspapers, magazines, bloggers and TV-programs. We have been collaborating with Dutch tour companies to promote ethical tourism with elephants. In 2013, a milestone has been reached in changing tourism with elephants. After several years of sharing information between TUI and BTEH, the Netherlands is the first country to show clearly that there is a demand for ethical tourism, where tourists can encounter elephants in their natural environment. We hope more countries will follow this initiative of the Netherlands, so that more and more elephants in captivity can have a more respectful life.