Innovative partnerships for conservation are required to stem the tide of continued ecosystem degradation. Nature-based tourism is one such partnership. Yet the natural attractions that nature-based tourism depends on are under increasing anthropogenic threat. Because of their dependence on international visitors, nature-based tourism enterprises are under additional pressure from socioeconomic and political crises in a globalized world. Recent research shows that lifestyle values, the motives that entice owners and staff of tourism enterprises to live and work in a chosen natural attraction, strengthen the resilience of enterprises to crises. This paper empirically explores the relationship between the lifestyle values of nature-based tourism enterprises, their resilience, and their support of and contribution to conservation of Australia's Great Barrier Reef. Semi-structured interviews with the owners and senior managers of 48 reef tourism enterprises showed that those that reported high lifestyle values had higher levels of conservation ethic and participated more extensively in conservation actions. The relationship between resilience and conservation ethic was not statistically significant. Bureaucratic, regulatory and cost constraints, and a lack of knowledge, limit enterprise participation in conservation. Conservation agencies can work to reduce some of these constraints to ensure that conservation benefits from nature-based tourism enterprises are maximized.