Shark diving tourism is an activity that can contribute significantly to coastal economies, while also offering tremendous help to shark conservation efforts. Nevertheless, like any form of wildlife-based tourism, shark diving poses management challenges revolving around ethical and safety considerations. Safety in shark diving normally focuses on operational self-efficacy and adherence to shark diving codes of conduct to prevent incidents such as shark bites and to minimize ecological harm. However, safety issues in shark diving can arise from personal choices to exceed standard certification limits. Any detrimental results are capable of casting doubts on the sustainability of shark diving, thus jeopardizing its future as well as shark conservation. This study addressed compliance with shark diving codes of conduct and standard diving safety by examining the knowledge, attitude, and behavior of people who engage in free scuba diving with predatory sharks. The research made use of mixed methods of data collection, including interviews with shark divers at two popular shark diving destinations in Southeast Africa (n = 86) and an online questionnaire survey among shark divers (n = 89). The results showed that divers had positive attitudes towards sharks and shark diving. However, a notable proportion declared that they had exceeded certification limits and broken codes of conduct during shark diving. In particular, diving experience and being a professional diver were correlated significantly with poor safety attitudes and behavior. The results highlight the need to create an understanding among scuba divers of the connection between shark diving safety and conservation, including the negative implications of safety breaches, whether big or small, for the future of shark diving tourism and of sharks.