More than a quarter of Kiwis have participated in a wildlife activity like an elephant ride while travelling overseas.

New polling commissioned by World Animal Protection for World Elephant Day today indicates that too many Kiwis remain unaware of the hidden cruelty involved in attractions like elephant rides and shows.

Ben Pearson, senior campaign manager, says elephants at cruel tourism venues across Thailand and Bali often endure ongoing physical and psychological abuse during training to make them submissive enough to give rides and perform tricks.

He says the travel industry has the opportunity to change the lives of thousands of mistreated elephants.

Mr Pearson says tourism companies can help people identify where animal cruelty is occurring, by refusing to sell tickets to cruel activities like elephant rides.

He says travellers need to send a clear message to travel companies and tour operators.