The willingness to pay (WTP) of people to protect animal populations can be used as a tool for these populations’ conservation. The WTP reflects the non-use value of animals, which can be significant for charismatic species. This value can be used as an economic criterion for decision-makers in order to recommend protective measures. The definition of the WTP to protect a species is challenging, as valuation methods are time-consuming and expensive. To overcome these limitations, we built a benefit transfer function based on 112 valuation studies and apply it to 440 Mediterranean marine species. We extracted these species from the IUCN database and retrieved some required parameters from, amongst others, the FishBase database. Marine mammals appear to have the highest WTP value followed in order by sea turtles, sharks and rays, and ray-finned fishes. Commercial fish species appear to have the highest values amongst the fish class.