Regenerative tourism: towards a paradigm shift in harmony with social sustainability.

On 10 June, the International Social Tourism Organisation (ISTO) organised a round table on regenerative tourism as part of its working group on community-based and fair tourism, moderated by Coralie Marti from ATES (Association pour le Tourisme Equitable et Solidaire). The session was rich in exchanges and featured two experts on the subject: Ulla-Alexandra Mattl and Maëva Cabanis from EURAKOM.

Introduction: rethinking our relationship with tourism

As climate, social and health crises increasingly challenge the limits of conventional tourism, new approaches are emerging in an attempt to address these issues. Among them, the regenerative approach stands out for its ambition: no longer simply to reduce the negative impacts of tourism, but to actively contribute to restoring ecosystems and revitalising local communities.

The regenerative approach to tourism involves a profound change in attitude—among travellers and sector stakeholders alike—which requires sincere commitment, attentive listening to local communities, and a re-examination of our consumption and travel patterns. More than a technical framework, it is an invitation to raise awareness, to rebuild connections, to reconnect with ourselves, others and the world. It is a potential driver of transformation, provided we are willing to embark on a demanding journey, rooted in co-construction with local residents and social justice.

Going beyond sustainability: from compensation to social transformation

The idea that sustainable tourism is no longer enough is gaining ground. Indeed, aiming for neutrality or damage reduction too often amounts to maintaining an already unsatisfactory status quo. For Ulla-Alexandra Mattl, "regeneration implies a profound change in attitude: it is about reintegrating tourism into the living world, considering places as living systems to be supported, rather than resources to be exploited."

This approach involves moving from an extractive mindset to a creative one, from a neutral impact to a positive contribution, from a static vision to a living process. Where sustainability seeks to ‘do no harm’, regeneration aims to ‘do good’ — without falling into the trap of the ‘tourist saviour’. Ulla Mattl warns against opportunistic appropriation and ‘regen-washing’: labelling a project as regenerative is not enough; actions must follow.

The foundations of the regenerative approach: a return to the place

As Maëva Cabanis points out, quoting Anna Pollock, ‘regeneration means creating fertile conditions for life to flourish’. This involves starting from the territories themselves: their history, their identity, their potential. Each place has a role to play in a larger whole, a unique path to follow.

The narrative of the place then becomes a central tool. It is no longer a question of imposing a preconceived project, but of accompanying the territory on its journey. In this sense, tourism should no longer be at the centre, but at the service of human relations, ecosystems and local cultures.

Community-based tourism and regeneration: a natural affinity

For both speakers, there is no doubt that the regenerative approach extends the principles of community-based tourism. These two visions share common values: local roots, social justice, shared responsibility, respect for life and cultures. The difference perhaps lies in the degree of relational demands, the depth of local involvement and the central place given to the location as a living entity.

Integrating regeneration into community practices requires moving away from a sectoral approach. Tourism cannot act alone: it must cooperate with agriculture, culture, health, education and the environment. This cooperation cannot be ad hoc, but must be structural, based on trust, listening and co-construction.

Emerging skills and conditions: a collective project

For social and solidarity tourism organisations wishing to embark on a regenerative approach, the two speakers shared several pieces of advice. First, start with a single location, listen to it, understand its needs, rhythms and tensions. Then identify possible alliances with existing stakeholders, even if they are modest or invisible.

The next step is to change your approach: become a facilitator rather than a prescriber, value local knowledge, empower communities, and accept that processes take time. This requires new skills: active listening, relational intelligence, territorial anchoring, and the ability to work with rather than for others.

Conclusion: a call for vigilance and commitment

The regenerative approach to tourism is not just another trendy new method. It is an invitation to rethink our relationship with the world, with others and with ourselves. It calls for humility, slowness and connection.

In a context where calls for sustainability are struggling to translate into concrete action, it may appear to offer a new horizon. But it will only realise its full potential if it is rooted in practices that are solidarity-based, fair and supportive of local initiatives. In this respect, community-based and fair tourism stakeholders have an essential role to play in making it a lever for both social and ecological transformation.

Ulla-Alexandra Mattl is a project manager at EURAKOM. Ulla has extensive experience in the non-profit and private sectors, particularly in the fields of research, education, culture, gastronomy and tourism. Since 2015, she has been working on sustainable and regenerative innovation issues at the European level, developing projects that combine food, tourism and territorial development. She has been recognised as an expert by the International Institute for Gastronomy, Culture, Arts and Tourism since 2019. With several degrees in languages, cultural policy and sustainable business management, she is particularly interested in transnational cooperation and the dynamics of collaboration between public and private actors.

EURAKOM is a think tank and project laboratory based in Europe, specialising in European affairs, sustainable and regenerative tourism development, and strategic support for innovative projects. The multidisciplinary, multilingual and committed team works at the local level, supporting initiatives rooted in the regions, as well as at the national, European and international levels. EURAKOM has been a member of the Global Sustainable Tourism Council (GSTC) since 2021 and has represented the Green Destinations organisation in France and Belgium since 2022. EURAKOM has also been a member of ISTO since 2025.

Article written by Coralie Marti (ATES).