We surveyed three different Norwegian wildlife tourism experiences, and compare participant characteristics, motivations, degree of specialization, satisfaction and loyalty to the activity/destination among the groups. Data originate from surveys of birdwatchers, anglers and musk ox safari tourists. Birdwatchers were on average 55 years, and hence older than anglers and musk ox tourists. Anglers were mostly males (90 percent), compared to just above 50 percent for the two other groups. The importance of the activity for visiting the destination was high for all, but least important for anglers, and highest for birdwatchers. Birdwatchers and anglers were relatively specialized in the activity, while musk ox tourists were not specialized and could be considered novice generalists. Activity-specific motives were most important for those viewing birds and musk ox, while anglers scored lower on activity-specific items. Our results confirm that wildlife experiences vary in importance for different types of tourists, at different destinations and for different wildlife species.