THR's opinion
Sustainable vs. Regenerative Tourism – An Important Difference, and to Whom?
By this point most practitioners in the tourism space understand the definition and intent of sustainable tourism, but are perhaps less familiar with the concept of “regenerative” tourism.
Regenerative tourism, appearing with increasing frequency in both tourism and mainstream news feeds, refers to the attempt to solve cultural or ecological challenges at a destination, issues which have been principally generated by climate change or overtourism.
If sustainable tourism is a more passive process - using fewer plastic water bottles or washing towels less frequently at a hotel - regenerative tourism is more vigorous, requiring stakeholders to actively improve a destination.
An example of ecological regeneration would be participating in a beach cleanup at an overtouristed destination. Examples of cultural regeneration would be discussing strategies with destination leadership to better preserve local cultural elements despite an influx of visitors, or volunteering time with local community leaders of a remote destination to advance education opportunities for children.
THR’s experts sat down to debate the differences between sustainable and regenerative tourism, who regenerative tourism matters to, and whether destinations should develop regenerative products and subsequently market them.
Positive attributes of regenerative tourism:
- The Covid pandemic encouraged increased consciousness about environment, culture, effects of overtourism, etc. on the planet. Regenerative tourism is linked to a reconnection with nature, a more authentic connection to local people, and building community with fellow travelers.
- Destinations could indeed build products around regenerative tourism, both with ecological as well as cultural components, as a point of differentiation from competitors.
- While regenerative tourism is not attractive to all segments, the tourist profile that is interested in it traditionally has firmly held beliefs and supports the cause strongly.
- Regenerative tourism could be incorporated into marketing strategies for younger segments like Millennials and Gen-Z who are more globally conscious and concerned (the “Greta Thunberg segment”).
- Regenerative tourism is not necessarily incompatible with more traditional tourism experiences. Destinations may combine marketing messages to promote a number of regenerative-tourism activities while still offering more standard products like relaxation, disconnection, culinary experiences, etc.
Challenges for regenerative tourism:
- Regenerative tourism may not be applicable for all destinations. In a massive, diversified destination like New York City or London it may be challenging to build a broad product and brand around regenerative tourism. Other destinations that are based around beaches, rural tourism, or that have a strong link to native tribes or culture, for example, may be more appropriate.
- Because it is more passive, sustainable tourism is a more reasonable “ask” of visitors than regenerative. Using fewer hotel towels is easier to persuade visitors to do than actively taking time to participate in a beach cleanup.
- Regenerative tourism, as a concept, may be more successful if folded into sustainable tourism as a niche category, rather than built out into its own identity.
- With regenerative cultural tourism, there’s a risk that “improvement” can at times devolve into more of an attraction. An example would be some “authentic” Maasai villages in Kenya that cater more towards touristic performance than authentic lifestyle.
Key takeaways:
- Regenerative tourism may be appropriate for some destinations to build products and marketing around, but not for all destinations or all segments.
- Regenerative tourism is a nascent trend, encouraged by increased global consciousness post-Covid, but may be more of a niche concept within the broader sustainability movement.
- Leisure tourism and regenerative tourism are not necessarily incompatible, and at times may appeal to the same segments.
- Regenerative cultural tourism, by definition more active in nature, must be cautious of intent and implementation, respectful of the current cultural context of the destination.
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