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Globally, whale watching (WW) is the greatest economic activity that is based on cetaceans, and in mainland Spain the town of Tarifa (Strait of Gibraltar) is the main WW port. Despite it being such an economically relevant sector, little is being done to monitor and guarantee its sustainability. Dedicated questionnaires were designed and delivered to WW customers of Turmares Tarifa during the summers 2017 and 2018, to delineate the socio-economic profile of WW customers, evaluate their economic contribution to the local economy and assess their level of satisfaction with WW activities. Results obtained from the 380 questionnaires analysed showed that whale watchers generally had a university level education and a high purchasing capacity. Most came from Spain and showed signs of touristic loyalty to WW and of being in favour of conservation. Their satisfaction was influenced by the time spent with cetaceans and the education provided prior to and during the WW trip. The average daily expenditure of WW customers was €97, and their total expenditure in the period considered was €855,604, of which 51% contributed directly to the economy of Tarifa. We advocate the improvement of education, a national publicity campaign addressed to whale watchers, and the implementation of administrative facilities for WW companies, as actions to improve the management of WW towards a sustainability.