Sustainable tourism development has been hijacked to prioritise economic growth, harming the environment and creating social gaps (Bellato et al., 2023). Regenerative tourism is an approach that focuses, essentially, on local well-being, promoting tourism practices, evolving local communities, and ecological processes (Bellato and Cheer, 2021).

Contrary to sustainable tourism, which aims to focus on the sustainability of tourism per se, in a macro-scale approach, regenerative tourism focuses on “micro-scale regeneration initiatives” (Duxbury et al, 2020: 3) that go beyond profit and economic growth. One of the main goals of regenerative initiatives is to create positive outcomes with tourism and not only to reduce “damage” (Duxbury et al, 2020). With regenerative tourism, one of the main objectives is to overcome individualism market-driven approaches and focus on community and environmental well-being (Dredge, 2022).

Regenerative tourism represents a paradigm shift in the tourism industry, emphasising rejuvenating local communities and ecosystems rather than minimising negative impacts (Laurent et al., 2020). This approach is increasingly vital as global tourism faces challenges related to sustainability, cultural preservation, and ecological balance (Cave et al., 2022).

Regarding regenerative tourism, the United Nations (2022) points out some principles to follow:

• Holistic understanding and living-systems approach, acknowledging that everything is interconnected and interdependent, and understanding the nature and quality of the interactions between every stakeholder throughout the tourism value chain.
• Fostering collaboration and partnerships among a wide range of stakeholders, including the private sector, communities, and government.
• Diversify the revenue streams to ensure that ecosystems and communities are less reliant on tourism income and diversify between the different segments of the market – leisure vs. business and domestic vs. international.
• Inclusive and equitable: Involving the local communities (eg. collaborating with local suppliers; supporting refugees or homeless people).
• Offering authentic, immersive, and meaningful experiences for the guests that bring forward the uniqueness of each place and offering activities that responsibly highlight the cultural heritage, folklore, gastronomy, local landmarks, and wildlife.
• Environmentally responsible regarding the management of natural resources and biodiversity and the protection of fragile landscapes and wildlife (eg. circular economy).
• Cultural stewardship: Protection of local cultural heritage, traditions, indigenous people, and ethnic groups.

To follow the principles of the United Nations, tourism learners and professionals must acquire some skills and competencies in the field of regenerative tourism to enhance this regenerative system that boosts authentic, immersive, and meaningful tourism (Kaefer, 2022). There are some tools to support the promotion of regenerative tourism. In fact, in the tourism industry, the shift towards regenerative tourism underscores the critical need for a comprehensive set of competencies among professionals.

These competencies are not just additional skills; they represent a fundamental reorientation of how tourism interacts with both local communities and the environment. Their importance is multifaceted and pivotal in transitioning from traditional tourism models to regenerative practices. Collectively, these competencies represent a paradigm shift in the approach to tourism, driving the industry towards practices that are not just sustainable but actively regenerative and restorative. They enable professionals to conceive and implement tourism strategies to harmoniously blend environmental stewardship, community welfare, and technological advancements. Also, professionals equipped with these skills are better positioned to understand and balance local communities’ diverse interests and needs with broader environmental and economic concerns. This holistic understanding is critical for developing tourism practices that are not only locally beneficial but also globally responsible. This approach ensures that tourism activities help in restoring and preserving cultural heritage, natural landscapes, and biodiversity, thus offering a more ethical and sustainable form of tourism.

Regenerative tourism competencies also play a significant role in enhancing the quality of visitor experiences. By focusing on authentic, immersive, and responsible tourism, professionals can create more meaningful and enriching experiences for tourists. This not only increases visitor satisfaction but also raises awareness and appreciation of sustainable tourism. That is fundamental to achieving the goals of regenerative tourism. These competencies fall into three essential categories: green competencies, digital competencies, and soft skills, each essential to create positive outcomes with regenerative tourism.

Green Competencies

In the realm of regenerative tourism, green competencies are not just about embracing environmental practices but about deeply integrating sustainability into every aspect of tourism operations. These competencies enable tourism professionals to create experiences that not only minimise environmental impact but actively contribute to ecological and community regeneration. Green competencies are vital for advancing regenerative tourism and embodying sustainability values serves as the cornerstone. This encompasses valuing sustainability, promoting fairness and the preservation of nature’s integrity. Moreover, embracing complexity within sustainability is paramount, requiring adeptness in systems thinking, critical analysis, and framing issues effectively. Another crucial facet involves envisioning sustainable futures, necessitating proficiency in future literacy, adaptability to change, and fostering exploratory thinking. Additionally, acting for sustainability requires cultivating political agency, fostering collective action, and nurturing individual initiative.

Green Competencies

Practical Applications of Green Competencies in Regenerative Tourism:

• Sustainable Accommodation Initiatives:
• Green Building Design: Encourage the construction of eco-friendly accommodations using sustainable materials, energy-efficient designs, and renewable energy sources like solar panels.
• Waste Reduction Programmes: Implement comprehensive recycling and composting programs.
• Water Conservation Measures: Employ rainwater harvesting systems, install low-flow fixtures, and implement greywater recycling for gardening and landscaping.
• Eco-Conscious Tour Experiences:
• Wildlife Conservation Tours: Offer tours that contribute to wildlife conservation efforts, such as bird-watching tours that fund bird habitat preservation or guided tours in national parks where proceeds support conservation.
• Eco-volunteerism Packages: Develop packages where tourists can participate in local environmental projects, like tree planting, beach clean-ups, or community-led conservation workshops.
• Carbon-neutral Travel Options: Promote carbon offsetting options for travellers and incorporate low-carbon transportation methods like electric vehicles, bicycles, or walking tours.
• Sustainable Event Planning:
• Eco-friendly Conferences and Meetings: Organise events that adhere to sustainable practices, like sourcing local and organic food, minimising paper use, and using digital conference materials.
• Green Celebrations: Offer packages for eco-friendly celebrations like using sustainable catering.
• Community-based Tourism Initiatives
• Local Artisan Markets: Support local artisans by organising markets or showcasing local crafts within tourism establishments, promoting cultural exchange and economic benefits for local communities.
• Culinary Tourism with Local Produce: Create culinary experiences based on locally sourced and seasonal produce, collaborating with local farmers and highlighting traditional cooking methods.
• Education and Awareness Programs
• Environmental Education Workshops: Host workshops for guests on local ecology, sustainable living practices, or the cultural significance of the region’s natural resources.
• Collaboration with Local Schools and NGOs: Partner with local educational institutions and NGOs to develop community outreach programs that promote environmental awareness and sustainable practices.

Digital Competencies

Within the spectrum of digital competencies essential for propelling regenerative tourism, proficiency in information and data literacy is paramount. This entails browsing ability, searching, and filtering data, information, and digital content. This means being able to analyse data and manage these resources efficiently. Furthermore, effective communication and collaboration through digital platforms are crucial, encompassing interactive and collaborative skills while adhering to digital etiquette (netiquette) and managing digital identity responsibly. Another pivotal facet involves digital content creation, requiring adeptness in developing, re-elaborating, and respecting copyright and licences, as well as programming skills. Moreover, a strong focus on safety is imperative, encompassing the protection of devices, personal data and privacy, health, and well-being, as well as the environment. Lastly, problem-solving skills within the digital realm involve technical issue resolution, identifying technological needs and responses, fostering creative use of digital technologies, and recognising areas for enhancing digital competence.

Digital Competencies

Practical Applications of Digital Competencies in Regenerative Tourism:

• Digital Marketing for Sustainable Tourism
• Targeted Online Campaigns: Creating targeted digital marketing campaigns focusing on sustainable and regenerative tourism practices.
• Improve the online visibility of eco-friendly tourism options.
• Enhanced Guest Experiences through Technology
• Mobile Apps for Tourists: Develop mobile applications that offer tourists information on local sustainable practices, eco-friendly spots, and cultural insights.
• Interactive Websites: Creating interactive websites where tourists can plan their travel sustainably, including suggestions for green accommodations, transportation, and activities.
• E-commerce and Online Booking Systems
• Green Booking Platforms: Integrating features in online booking systems that highlight sustainable choices, like eco-friendly accommodations or low-carbon transportation options.
• Online Retail for Local Products: Setting up e-commerce platforms for local artisans and producers, helping to promote local economies and sustainable products.
• Use of Emerging Technologies
• AI for Personalisation: Using artificial intelligence (AI) to personalise travel experiences while optimising resource use and reducing waste.
• Digital Training
• Online Training Programs: Providing online training and resources for staff to enhance their digital skills, focusing on digital marketing, data analytics, and cybersecurity.
• Community Digital Literacy Programs: Offering digital literacy programs for local communities, empowering them to participate more actively in the digital aspects of tourism.

Soft Competencies

Soft competencies play a pivotal role in driving regenerative tourism initiatives forward. Customer engagement stands as a fundamental skill because the education of tourists about the importance of responsible and regenerative tourism can influence their behaviours and choices throughout their travels. Networking and collaboration skills are equally crucial – building partnerships among businesses, local organisations, and governmental bodies can lead to collective efforts toward regeneration. Cultural sensitivity is also a very important soft skill, necessitating a deep understanding and respect for the cultural norms and values of destinations, ensuring authentic and respectful experiences for tourists. Moreover, community engagement through activities such as volunteering, promoting, and integrating local businesses, and cultural events can build positive relationships and regenerate the destination.

Adaptability and innovation form another important competency. For example, entrepreneurs should be open to adopting innovative and sustainable technologies and practices to reduce the environmental impact of their business. Sustainability leadership (Cave et al, 2022), essential for entrepreneurs, involves setting an example by integrating sustainable practices within their operations and encouraging others in the industry to do the same.

Soft Competencies

Practical Applications of Soft Competencies in Regenerative Tourism:

• Customer Engagement and Education
• Personalised Communication: Tailoring communication to address the specific interests and concerns of tourists, thereby enhancing their understanding and appreciation of regenerative tourism practices.
• Educational Tours and Activities: Designing tours and activities that educate tourists about local ecosystems, cultural heritage, and sustainability efforts, fostering a deeper connection and respect for the destination.
• Networking and Collaboration
• Building Partnerships: Establishing strong relationships with local businesses, NGOs, and government entities to create synergies that support sustainable tourism initiatives.
• Collaborative Projects: Initiating or participating in joint projects that bring together various stakeholders to work on community-driven tourism development.
• Cultural Sensitivity and Adaptability
• Respectful Interactions: Training tourism professionals to interact respectfully with local cultures, understanding and valuing their traditions and practices.
• Adaptive Experiences: Designing tourism experiences that are adaptable to different cultural contexts, ensuring they are respectful and inclusive of local customs and values.
• Community Engagement
• Involvement in Local Projects: Actively participating in local community projects, such as cultural festivals or environmental conservation efforts, to foster a sense of belonging and support for local initiatives.
• Promoting Local Culture: Encouraging tourists to engage with local culture through authentic experiences, such as home dining, traditional workshops, or community-led tours.
• Leadership in Sustainability
• Sustainability Advocacy: Advocating for sustainable practices within the industry, influencing policies and practices that support regenerative tourism.
• Conflict Resolution and Negotiation
• Negotiating Sustainable Practices: Negotiating with suppliers, partners, and other stakeholders to adopt more sustainable practices in line with regenerative tourism principles.
• Emotional Intelligence and Empathy
• Understanding Tourist Needs: Demonstrating empathy towards tourists, understanding their needs and expectations, and responding appropriately to enhance their travel experience.
• Community Empathy: Showing genuine concern and understanding for local community challenges and aspirations and incorporating these into tourism development plans.

For more examples, please click on the link https://enforce-project.eu/interactive-map

Example 1. Eco Lodge Cabreira

Source: Eco Lodge Cabreira In https://ecolodgecabreira.pt/

Eco Lodge Cabreira

Eco Lodge Cabreira is a pioneering resort in regenerative tourism, featuring eco-friendly lodges that are both natural and sustainable. This resort actively promotes and sells local, organic products, and includes local communities in various activities it organises, such as trails, hiking, workshops, and excursions. It champions local cuisine by supporting restaurants that produce their own meat and crops. Additionally, Eco Lodge Cabreira encourages guests to shop exclusively at local markets and fairs by providing a curated list of local grocery options.

Eco Lodge Cabreira is a resort that promotes nature, local tourism activities and local food producers, providing an authentic and sustainable experience for tourists.

The entire business concept is geared towards regenerative tourism. It believes in and encourages off-season and small-scale tourism. It intends to create a deep connection of visitors with nature and with the place through its own regenerative practices and activities that it offers to them, incorporating them into this environment and, thus, generating a positive impact while maximising the positive influence on the local community. Visitors are not just guests but participants in a movement towards a more regenerative and harmonious way of travelling.

Together with its guests, the hotel undertakes to carry out various initiatives, including:

• Planting a tree for each reserve or child;
• Educating about nature and sustainable living;
• Selling local homemade and organic products;
• Only buy local and organic;
• Recommend typical restaurants with their own meat production (healthy and happy farm animals) or vegetable garden;
• Provide a list of ‘local products’ to do the shopping only in mini-markets, butcher’s shops and weekly markets instead of supermarkets;
• Maintenance of the land, biological, of course, without poison. We clean the brambles by hand where they disturb and leave some to produce fruit for the birds and for us to eat. We sow seeds of green manures and honey plants. Only natural compost, from horses and compost.
• Earth Restoration workshops and activities such as rainwater retention, restoring soil life, increasing biodiversity, and creating a ‘food forest.

The eco-lodge resort offers a unique experience to the guests, with the idea that it is not enough to occupy the place; it is necessary to “share” and return. Thus, in partnership with the guests, eco-tourism is carried out through Co-creation, active engagement of visitors, active learning by visitors (Educating about nature and sustainable living).

Description of the skills areas:

Green:

• Construction eco-lodges, natural and sustainable (straw hut, wooden house);
• Planting a tree for each reserve or child;
• Maintenance of the land, biological, without poison. “We clean the brambles by hand where they disturb and leave some to produce fruit for the birds and for us to eat. We sow seeds of green manures and honey plants. Only natural compost, from horses and compost”;
• Restore soil life, increase biodiversity, create a food forest;
• Very low electricity consumption (we don’t even have a dishwasher, everything by hand);
• Excellent thermal insulation in the bungalows and the main house (you save on heating and don’t need air conditioning).

Soft:

• Engaging with visitors, teaching eco-friendly practices, and collaborating with the local community.
• Attending visitors’ needs and providing information about local food shops.
• Finding creative solutions to reduce waste, promote sustainability, and enhance guest experiences.
• Interacting respectfully with the local community, supporting local businesses, and promoting cultural experiences.
• Receiving visitors feedback to improve services and incorporate inclusive and sustainable practices into the business

Digital:

• Provide visitors with an online booking experience on their website and booking platforms.
• Provide virtual tours of the lodge and its surroundings through videos on their website and Youtube
• Using email, social media channels, and messaging apps to communicate with visitors before, during, and after their stay.
• Maintaining an informative and user-friendly website with information about sustainable practices, local attractions and online reservation.