Due to the significant collective impact of anthropogenic activities, the rapid loss of species and biodiversity is now impacting the functioning of natural ecosystems and poses a significant threat to the balance of the Earth system. In response, the conservation concept of rewilding has brought renewed optimism for biodiversity restoration and has grown in popularity. However, rewilding remains an ill-defined term that is open to varied interpretation and tourism is increasingly being presented as an economic justification for rewilding, despite their compatibility remaining unclear. As storytellers, how journalists frame complex environmental conservation approaches, such as rewilding, can have a persuasive disciplinary power over the reader’s knowledge, opinions and actions. News represents a form of public discourse, or a prevailing set of ideas, and by analysing online news media articles, this study investigated how power operates to shape the knowledge about rewilding tourism. A total of 35 online news media articles were sourced from 8 trusted news media outlets in the Republic of Ireland and the United Kingdom across a 5-year period (2017-2022). Adopting a multi-level Foucauldian discourse analysis with a socialist ecofeminist lens, the phenomenon of power was examined at micro-, meso- and macro-levels. By connecting the phenomenon of power through society, and drawing attention to the taboos, silences and subjugations, this multi-level discourse analysis lifts the veneer of rewilding (eco)tourism.