Travel site TripAdvisor continues to promote and profit from "the world's cruellest" wildlife tourist attractions despite efforts from World Animal Protection (WAP), the animal welfare group says.

Key points: WAP asks TripAdvisor to stop sales of tickets to cruel wildlife attractions

WAP asks TripAdvisor to stop sales of tickets to cruel wildlife attractions An estimated 550,000 wild animals suffer at hands of wildlife tourism

An estimated 550,000 wild animals suffer at hands of wildlife tourism More than 100 companies committed to stop selling elephant rides

WAP today launched a campaign calling on the global tourism website to improve its standards after what it claims have been several failed attempts to work alongside the company.

Head of Campaigns Nicola Beynon said WAP had approached TripAdvisor several times last year and this year to help take cruelty to wildlife out of tourism.

"They've said publicly that they would help travellers gain better understanding of animal welfare issues but they've not been willing to work with us in any practical sense," Ms Beynon said.

Last year TripAdvisor told the ABC: "We are open to finding ways in which we can help travellers gain a better understanding of animal welfare and conservation practices."

World Animal Protection estimates at least 550,000 wild animals are suffering at the hands of irresponsible wildlife tourist attractions around the world.

Ms Beynon said there was "tremendous opportunity" to make change.

"They're the biggest online travel company — they get 300 million hits a month," she said.

A tiger used in entertainment is chained. ( Suppled: World Animal Protection )

Ms Beynon said research with the University of Oxford's Wildlife Conservation Research Unit (WildCRU) found of 188 venues TripAdvisor was promoting, animals experienced cruelty at 75 per cent.

WAP is calling on TripAdvisor to stop sales of tickets to cruel wildlife attractions (such as those sold via subsidiary company Viator), stop promoting cruel attractions through its certificate of excellence and popularity index, and introduce a program to help travellers makes informed choices.

"We're asking if they could set up a program, we've suggested Wildlife Leaders, which would reward companies that are animal-friendly," Ms Beynon said.

WildCRU research previously found 80 per cent of people who left reviews on TripAdvisor were unaware of the potential for animal cruelty at the attraction venues.

"We find when the public understands the cruelty behind wildlife tourism, they don’t want to take part in it," Ms Beynon said.

100 companies stop sale of elephant rides

Meanwhile, more than 100 travel companies have committed to stop selling elephant rides to their customers.

WAP has engaged with tour operators to highlight the "hidden cruelty and abuse" at venues where tourists ride elephants and see elephant shows.

Tourist elephant riding in Chiang Mai, Thailand ( Flickr: Alex Valavanis )

"These commitments are in line with public opinion with a recent Galaxy survey commissioned by WAP finding 85 per cent of Australians think travel companies should avoid selling tourism activities that cause wild animals to suffer," the group said.

More than 100 global companies have now agreed to no longer offer tours to venues with elephant rides and shows in any of their markets.

That includes several Australian companies like Adventure Tours Australia, APT and Intrepid Travel.

Ms Beynon said there were also several travel companies who had signed a statement of intent to develop comprehensive policies right across the business, not just elephant rides.

TripAdvisor said businesses listed on the website did not represent endorsements.

A spokesperson told the ABC: "We believe the best catalyst for change comes from the travel community itself.

"If visitors to a wildlife attraction have a concern about the welfare practices they have seen, we absolutely encourage them to leave that feedback in a review … as a way to help other travellers make more informed decisions."

They said it was up to national governments and local regulatory bodies — not internet sites — to ensure businesses were operating within legal requirements.

TripAdvisor would not comment on WAP's claims it had made attempts to work with the company, nor if it planned to implement any of the requests made in the campaign.