Human view on nature has fluctuated over time, depending on contemporary knowledge and beliefs. In recent centuries, the view has shifted from an instrumental to an existential apprehension of nature. This development has contributed to the emergence of nature-based tourism. By using nature-based tourism as an example, we explore trends and tendencies concerning use and views of nature. Today, it is regarded politically correct to consider nature based on ethical standpoints deriving from scientific research results, which have been addressed as cornerstones to cope with negative anthropogenic effects on nature. However, concurrently with the emerging existentialism and individualism in society, these ethical standpoints have been questioned, which can potentially create a trend where people act against political correctness. We explore how this affects the human view on nature, and debate the emergence of a trend towards a more individualistic consumptive naturebased tourism, called ego-tourism, as well as how this trend may affect tourism and wildlife conservation.