Wildlife charities have for some time campaigned for the "cruel" practice to stop, as elephants are routinely "broken in" by being beaten and abused before being offered to tourists for rides.

Over 3,000 elephants are currently used as tourist attractions in Asia, according to World Animal Protection, with many of these being held in inappropriate conditions including being tethered day and night to three-metre chains.

The trade body, which encompasses most of Britain's travel companies, said that in its new guidelines, due to be released in November, activities that include interacting with an elephant without a barrier will be deemed unacceptable.