ABSTRACT1. The whale shark (Rhincodon typus) is a popular focal species within the global marine tourism industry. Although this has contributed to increased protection being granted to the species in several countries, tourism itself can be detrimental to the sharks in the absence of appropriate management. Potential impacts can be mitigated, at least in the short term, by adherence to well-designed interaction guidelines.2. A burgeoning marine tourism industry based on swimming with whale sharks has developed at Tofo Beach in Mozambique. However, no formal management is currently in place at this site.3. The behaviour of whale sharks during interactions with boats and swimmers were recorded during 137 commercial snorkelling trips run from Tofo Beach over a 20 month period. Whale sharks were encountered on 87% of trips, which operated year-round.4. Boat proximity and shark size were significant predictors of avoidance behaviour. No avoidance responses were recorded at 420 m boat distance.5. The mean in-water interaction time between sharks and swimmers was 8 min 48 s overall. There was a significant decrease in interaction times during encounters where sharks expressed avoidance behaviours, and also in cases where sharks had expressed boat avoidance behaviour before swimmers entered the water.6. It is suggested that mean encounter times can be extended through adherence to a basic Code of Conduct for operators and swimmers that enforces minimum distances between the sharks, boats and swimmers. Using encounter time as a measure of the 'success' of interactions holds promise, as longer encounters appear to be indicative of lower impacts on sharks while also providing higher customer satisfaction for swimmers.