612 This study explores how ethical marketing practices can be aligned with national tourism policies to promote the long-term sustainability of Sri Lanka’s elephant tourism industry. It addresses concerns related to animal welfare, unethical tourism practices, weak regulatory enforcement, and the rising global demand for responsible tourism. The study aims to examine the role of governance, stakeholder collaboration, and sustainable tourism strategies in strengthening ethical tourism development within the sector. An interpretivist paradigm with a qualitative exploratory multiple-case study approach was adopted. Data were collected through semi-structured interviews with policymakers and key stakeholders in elephant tourism governance, along with field observations, policy documents, institutional reports, and secondary literature. Purposive sampling was used to select information-rich cases representing different elephant tourism contexts in Sri Lanka. Thematic analysis supported by NVivo software was used for data analysis. The findings identified three key themes: Governance for Ethical Framework Development, Collaborative Education through Integrated Management, and Fostering Innovative Sustainable Practices. The findings revealed that government regulation, ethical certification, stakeholder collaboration, and public awareness are essential for promoting responsible elephant tourism in Sri Lanka. The study identified sanctuary-based, eco-friendly, and community-based tourism as sustainable alternatives to exploitative activities. Key policy recommendations include strengthening regulatory enforcement, establishing national ethical certification standards, fostering multi-stakeholder collaboration, and promoting transparent marketing communication. The study contributes theoretically by extending understanding of how ethical marketing can be integrated with tourism governance and stakeholder theory to support sustainable elephant tourism. Practically, the findings provide guidance for policymakers, tourism authorities, conservation agencies, and tourism operators to strengthen governance, protect animal welfare, conserve the environment, and enhance the long-term sustainability and global credibility of Sri Lanka’s elephant tourism industry. https://jbrmr.com/details&cid=612 https://jbrmr.com/cdn/article_file/3.-ROGE-JBRMR-2026-1069-PRV-Luwanya-Thurkaa-Krishnamoorthy.pdf Volume 21 Issue 01 59 2026-10-01 2026-10-01 no 0000-00-00 0000-00-00 0000-00-00 0000-00-00 Elephant Tourism Ethical Marketing National Policy Sri Lanka Sustainable Tourism none 19 3 0 Luwanya Thurkaa Krishnamoorthy University of Peradeniya, Sri Lanka B. A. N. Eranda University of Peradeniya, Sri Lanka