The village fishermen of Oslob, Philippines always knew that whale sharks were attracted to <em>uyap</em>, the shrimp they used as bait, thereby interfering with their livelihood.<sup>1</sup> Some threw rocks at the sharks, but others developed an ingenious method: one fisherman would lure them away from the fishing grounds by throwing uyap into the water, allowing the rest to fish undisturbed. By 2011, tour operators learned of this practice and offered to pay the fishermen to take tourists out to see the feeding. For the fishermen of Oslob this was a life-changing opportunity.<br><br>The Philippines consists of 7,100 islands, endowing it with the fifth largest discontinuous coastline.<sup>2</sup> Fishing is a way of life for many, most commonly small-scale net fishing from boats and fish traps. However, rapid commercialisation of Philippine waters from late 1970 began to threaten their way of life. An influx of foreign operatives with large-scale trawlers and purse-seiners, combined with an increasing coastal population has caused a steady decline in coastal fish stocks and the marginalisation of small-scale fishing.<sup>3</sup><br><br>Whale shark tourism has provided the answer for many fishermen, with Oslob becoming one of the most popular sites in the world<sup>4</sup>. Although the ethics of the practice is debatable (wildlife should not be fed)<sup>5</sup>, it has significantly improved the quality of life for local fishermen. They are now able to put children through school, pay for medical treatment, and improve their homes. The benefits have also extended to the wider community, with more employment opportunities and higher wages.<sup>6</sup><br><br>