Ecotourism has been advocated and adopted widely to provide financial, political and local community support for conservation. We analyse its application for conservation of African big cats, through systematic analysis of 66 published studies over three decades, and on-site audit of 48 current conservation tourism enterprises. Conservation measures include: expanding and restoring habitat and reducing net habitat loss; anti-poaching patrols and programs; measures to combat illegal wildlife trade; improved livestock husbandry such as better fences and guard dogs; welldesigned livestock compensation and predator conservation incentive programs; and live-capture, veterinary services, captive breeding, and translocation and reintroduction programmes. Some tourism enterprises do contribute to conservation of African big cats, but others have negligible or negative net outcomes. Conservation outcomes depend critically on the detailed design of conservation programmes, community involvement, and tourism marketing.