Why Regenerative Travel Matters Beyond Sustainable Tourism Now
Travel is evolving beyond just being sustainable. A new concept called regenerative travel is gaining momentum. It aims not just to reduce harm but to actively heal and improve destinations.
Professor Harold Goodwin, a leading expert in responsible tourism, explains the shift. “Regenerative tourism is arguably the highest form of Responsible Tourism,” he states. However, he warns that its increasing use in marketing raises greenwashing concerns.
The core idea is powerful: leave a place better than you found it. This means restoring environments, revitalizing local economies, and strengthening cultural bonds. It represents a fundamental shift from a neutral to a positive impact.
Moving Beyond “Do No Harm” to Active Healing
Sustainable tourism focuses on minimizing negative impacts. In contrast, regenerative travel seeks to create a net positive. Amanda Ho, co-founder of Regenerative Travel, defines it as “an act of restoring, replenishing, and renewing.”
This can take many practical forms. A lodge might rewild its lawns with native plants to restore biodiversity. A tour operator might directly fund community-led conservation or cultural preservation projects.
The goal is transformational change. It draws inspiration from biological regeneration, like regrowing a forest. The ambition is to design tourism systems that actively create resilience and beauty for people and the planet.
A Call for Authentic Action Amidst Greenwashing Risks
The term is becoming popular, but a firm definition is still emerging. Professor Goodwin’s analysis shows online searches for “Regenerative Tourism” are a fraction of those for “Responsible Tourism.” This novelty makes the concept vulnerable to misuse.
“While Responsible Tourism is well-established, Regenerative Tourism is an increasingly widely used term,” Goodwin notes. He cautions that without clear standards, there is a high risk of “greenwashing.”
To champion genuine efforts, the 2026 Responsible Tourism Awards introduced a new category. It seeks to recognize true regenerative practices. Entries must show tourism making a significant contribution to economic and environmental renewal.
This includes projects like replanting native species or closing areas to facilitate recovery. The awards aim to demonstrate what justifies the “regenerative” label and set a high bar for the industry.
