The welfare of animals is an important societal concern that impacts tourist behaviour. Studies show an increase in public concern for the treatment of animals (Eurobarometer, 2007 and Riffkin, 2015), evident in a wide range of behaviour from everyday food choices to clothing, entertainment and travel decisions (Fennell, 2012, Mathews and Herzog, 1997, Phillips, 2008, Phillips et al., 2012 and Verbeke, 2009). This suggests that the systematic concern for the well-being of animals is a central, desirable goal that transcends situations for a growing segment of society. Despite this, research continues to view animal-welfare concerns as situation specific attitudes rather than trans-situational guides. In this paper, we argue that conceptualising animal-welfare as a personal value and situating it within a system of values can lead to new insights into tourist behaviour.