An Antarctic Tourism specialist believes more people need to connect with Earth's southernmost continent in order to understand the challenges it faces.

A recent report has revealed ice in Antarctica is melting faster than ever.

Viva Expeditions founder Rachel Williams travels regularly to Antarctica out of Christchurch, and says we need more people to see it first hand who will then have the continent's best interests in the future.

"It's about finding what is a viable, sustainable number of people to be visiting these areas and not damaging them, per se."

There are an increasing number of threats for the frozen continent, including big businesses with an eye on the natural resources.

The Antarctic Treaty, which means no country can claim ownership of it isn't due for renewal for another 30 years, but already countries are starting to jostle for Antarctica's oil and gas deposits.

Williams says while the thought of it may seem far-fetched, the threat is real.

"Once a big business with big money and all that gets involved and they want to get those deposits out of there, it is game on really. So it's up to people having to stand firm and strong and not let that happen."

To reduce potential impacts of increased tourism numbers, Viva Expeditions is adding new vessels that conserve fuel and have lower emissions.

Around 40,000 people visit Antarctica annually.