This conceptual paper develops a framework that addresses the need to manage human-wildlife interactions in Arctic settings to ensure positive outcomes for wildlife, local people, and visitors. We argue that managers tasked with meeting these needs should do so in a cultural context where ethical frameworks are guided by sustainable and responsible management practices, however, these strategies are often absent in the literature. By reviewing current literature that investigates theoretical and practical understandings of wildlife watching management we build a methodological foundation for approaching wildlife watching management and identify the need for future management actions that include participation of multiple stakeholder groups. Taking a systems thinking approach we build a case for implementation of our Ethical Management Framework (EMF). Application of the framework is exemplified through a case study of seal watching management in Iceland. Our new framework can be applied in a wider range of wildlife tourism settings worldwide.