SGiving young people experiences that involve interaction with live animals will help save the oceans, said a Countryfile presenter, warning that their "premium must be higher alive than dead".
Ellie Harrison, who co-presented the show since 2009, said the award for wildlife protection should be increased as tourists want to watch and play with animals in their natural habitats.
Harrison, 41, warned that "autocratic" efforts to ban fishing did not work and had an unfair impact on the livelihoods of local people.
Instead, the premium to marine life should be higher to encourage fishermen to protect marine wildlife, as it is "idealistic" to banish fishing altogether.
The BBC presenter believes that young people are willing to pay more to value their lived experiences and are concerned about the future survival of endangered species.
She told Countryfile: "What we have seen with the conservation of elephants in Zimbabwe, with sharks in the Caribbean and many other examples, is that the premium must be higher alive than dead. And everything is about the premium.
"Tourists who want to swim with sharks have more to gain than corpses of sharks landed; By managing elephants for their long-term survival, there is more money to be gained than defending their detached defenses, and it should be more cost-effective to protect our waters than to loot them. "
"Whether it's trying to rediscover the landscape or heal the oceans, here is the population that has a vast knowledge of the land and the seas. And here is a generation that spends more on experiments than on "material". Here's an opportunity, "she added.