Ecotourism helps sustain protected areas (PAs) that in turn conserve Africa’s declining fauna. Identifying ecotourist preferences and which species and landscapes benefit from ecotourism could therefore support African biodiversity conservation efforts. Due to historic associations with trophy hunting and subsequent ecotourism marketing efforts, ecotourist preferences have been thought to traditionally center around the ‘Big Five’: elephant, lion, buffalo, leopard, and rhinoceros. But these preferences may be evolving. Here, we ask two questions, one about the drivers and one about the