Southern African countries are increasingly dependent on natural beauty and wildlife for tourism. Conservation is essential for sustainable tourism, and is expensive, especially for threatened and endangered species. The current price of a species only takes into account its current usefulness, often leading to an underestimation of the value of wildlife. This paper contributes to debates on the value of endangered species by estimating current use and non-use values for the rhino, a species under extreme threat. Internationally, literature that values scarce and endangered species uses willingness-to-pay (WTP) to derive a value of the species. This paper uses WTP to determine the non-consumptive use value of the rhino based on three surveys, n = 1291, conducted in South Africa's Kruger National Park (KNP) and compare it to consumptive use values. Non-use and inter-temporal values are also estimated to provide a comprehensive valuation of the rhino. Non-consumptive use values per rhino in KNP are shown to exceed consumptive use values by a minimum of 50%. The threat of extinction is shown to be linked to institutional, market and policy failures. Policy implications include raising poaching fines, raising wildlife value awareness and incentivising the community benefits of wildlife conservation. Keywords: Willingness-to-pay, endangered species, consumptive and non-consumptive values, conservation value, use value, non-use value.