In 2022, ENV launched an ivory crime enforcement campaign in Dak Lak province, where consumer crimes are still widespread. Tourists often visit Dak Lak to enjoy rides on the back of domesticated elephants and then purchase ivory products, believed to bring good luck. During joint enforcement campaigns with ENV, Dak Lak authorities have confiscated large quantities of ivory products from a number of local souvenir shops.
Moreover, ENV encourages tourists in the region to be responsible consumers and only purchase from establishments that advertise as an “Elephant Friendly Business.” ENV has also placed awareness panels at airports, partnered with tourism agencies, and shared advertisements targeting ivory consumers on the radio, on airplanes, and online.