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We understand that the tourism of observation of aquatic mammals in Brazil can be treated of "Whale Watching", includes the observation of manatees. The objective of this work is to present the updated knowledge about aquatic mammal observation tourism with a discussion about benefits, impacts and conservation strategies of this activity, especially in Brazil. The methodology of this work included a wide bibliographical survey, discussion in scientific events, scientific research and technical visits in 51 aquatic mammal observation sites. Although there are many texts on ecotourism as a conservation tool, there is still no single decision. The benefits can be psychological, economic, environmental, physiological, social and educational. The most observed impacts are: behavioral control in response to boat traffic; Inhibition of biologically important behaviors, such as feeding, rest and reproduction; Induction to unnecessary displacements, which do not occur naturally; Decreased feeding opportunities; Increased possibilities of predation; Decreased parenting; Injury and fatalities due to running over. An aggravating impact of aquatic mammal tourism is that these animals are exposed to various other stressors such as climate change, pathogens, interaction with fishing, vessel navigation, oil and gas industry, chemical and noise pollution. Measures to minimize the impact of human interaction with aquatic mammals include a limitation on the number of vessels and a frequency and timing for boat interactions, closure of areas and education programs for visitors and service providers. The tourism of observation of aquatic mammals in Brazil began in the Amazon in the 80s, and grew rapidly. Even though most of the tourism interactions with non-Brazilian aquatic mammals involve endangered species, manifestations of disturbance and behavioral change, as well as run-off acids and have been reported by several Brazilian authors. Currently, legislation to protect aquatic mammals consists of several instruments that do not address the preservation of aquatic mammals, mainly due to the growth and diversification of aquatic mammal observation tourism and the lack of detail of what is "intentional harassment". A strategy for aquatic mammal observation tourism with maximum benefits may be a minimum impact for an edition of an Normative Instruction for the development of aquatic mammals in Brazil.