Antarctica's tourist industry is on the rise as firms compete with one another to offer authentic and pristine getaway tours for travelers. Part of the appeal for traveling to Antarctica involves the illusion that it's an untouched winter wonderland complete with penguins, orcas, seals and other wildlife. Despite it's increasing popularity, Antarctica is still the world's least visited tourist destination, particularly attributed to the frigid and hostile weather as well as the numerous regulations that aim to limit the number of visitors. It is estimated that the industry is worth up to $308 million dollars annually and that demand is incrementally increasing. The International Association of Antarctia Tour Operators (IAATO) has many guidelines for specific sites, but it is not certain if these current regulations could be effective if the number of tourists continues to increase.
While tourism is seen as a benign industry by some, others tend to point out the growing impact of human activity within the region. Some conservationists and researchers point to human waste and contamination as possible vectors for harming the surrounding wildlife. Although there are ordinances to prevent tourists from approaching animals, sometimes these rules don't hold in place. Additionally, the presence of ships and other aircraft also spread pollutants, with the increased possibility of creating detrimental oil spills. The introduction of invasive species and other harms is also aa likely possibility. Another pressing concern involves maintaining the very qualities that draw tourists to Antarctica, given the fact that vital research and data is obtained from Antarctic expeditions. The sensitivity of the environment to development may pose a challenge for companies that want to tap into the world's "last great wilderness".