In Port Phillip Bay, Victoria, Australia, the endemic and vulnerable Burrunan dolphin (Tursiops australis) is the target species of a non-consumptive, economically important, dolphin-swim industry. This industry commenced in 1986, and southern Port Phillip Bay is now a key eco-tourism destination in Victoria, with 8 permitted trips daily targeting swimming with Burrunan dolphins. Although this industry has been in operation for 29 years, understanding of the occurrence, demographics, habitat use, behaviour and effects of tourism on Burrunan dolphins is limited. This lack of empirical data is of concern as it has impeded management of the Port Phillip Bay dolphin-swim industry. To ensure the sustainability of this industry, it is imperative that sound scientific data be provided so that management can make informed decisions. This study assessed the potential effects of the dolphin-swim industry on Burrunan dolphin behaviour whilst simultaneously assessing the efficacy of different management strategies.