Regenerative Tourism: Out of Touch or Ahead of the Curve?

Scepticism is a familiar companion of the regenerative tourism concept

"Too idealistic? Too unrealistic? Too impractical?"

"Maybe relevant in other places but not here?"

"Have we not got enough to do to make tourism sustainable, never mind regenerative?"

I’m sure these questions, and the wise old voices behind them, are familiar to any Destination Leader striving to implement Regenerative Tourism. We certainly hear them in Ireland.

And yet, having entered mainstream public awareness in 2020, regenerative tourism continues to gain traction. Despite healthy scepticism and lazy dismissal, more people and destinations are talking about it, studying it, and integrating it into plans. Some are even implementing it.

It’s easy to lose confidence, though. In fact, it’s entirely understandable. For those leading destinations in this space, it’s hard to definitively answer the sceptics. Will regenerative tourism turn out to be a whole lot of hot air? Or will it eventually become the norm? Convincing those settled in the status quo that an alternative is both viable and desirable is no small task.

But we’ve seen this before – with sustainable tourism.

Back in 2009, when I first started working in tourism, sustainable tourism was seen as ‘fringe,’ ‘alternative,’ and, as I often heard, ‘for the hippies.’ The industry openly spoke about ‘mainstream tourism’ versus ‘sustainable tourism,’ unwittingly admitting that mainstream tourism was something other than sustainable.

Sustainability was largely viewed as a niche concern, relevant only to a handful of committed environmentalists and eco-enthusiasts, if indeed it had any relevance to tourism at all. I became part of a ‘pilot’ project aimed at helping businesses and destinations integrate sustainable tourism.

That pilot, which started in 2008, remained a pilot in some form or another until 2017. Many of those I worked with felt the destination was "ahead of the curve" frustrated by the general lack of engagement, yet confident that sustainability would inevitably become mainstream.

Fast forward to 2021: sustainability is by now embedded in national policy, destination strategies, and business plans. I challenge you to find a single policy or strategy today that doesn’t weave sustainability throughout. Somewhere along the way, an invisible tipping point was passed, and sustainable tourism moved from the wings to centre stage.

Why? Because governments committed to carbon reduction and 2030 targets; pathways, metrics, and measurement frameworks were developed; compelling evidence built a case for action. What was once considered fringe became the norm. Even the most die-hard of sceptics has no option but to join in now.

Understanding the Diffusion of Innovation Curve

Re-watching that famous Golden Circle TEDx talk by Simon Sinek recently (in an entirely different context to tourism), I had a realisation: the mainstreaming of sustainable tourism followed the Law of Diffusion of Innovation—a model made famous by Everett Rogers and later popularised by Sinek.

Source: Abo Saad Blog For Entrepreneurship and Technology

It follows a predictable bell curve:

• Innovators (2.5%) – Visionaries who embrace new ideas first, driven by risk-taking and purpose.
• Early Adopters (13.5%) – Thought leaders who see potential early, influencing others.
• Early Majority (34%) – Pragmatists who wait for proof before committing.
• Late Majority (34%) – More risk-averse, adopting only once something is established.
• Laggards (16%) – The last to change, often resistant until no alternative exists.

This curve has played out with all kinds of innovations. Think of iphones, social media and electric cars as relatively recent products that have followed/are following this curve. Being ahead of the curve means existing within the Innovator or Early Adopter categories, embracing change before it becomes widely accepted. It also means facing scepticism from the majority, who rely on clear evidence before committing to change.

The tipping point for any innovation is when about 15-18% of the mainstream population has bought in. The idea ‘crosses the chasm’. Right now, regenerative tourism sits in the Innovator and Early Adopter phase. It’s not that regenerative tourism is unrealistic—it’s that the majority isn’t ready yet. What if, rather than being out of touch, regenerative tourism is leading the way. What if it is simply ahead of this proven curve?

The Power of "Why"

In that TEDx talk, Sinek argues that people don’t buy what you do; they buy why you do it. We don’t make decisions based purely on logic—our gut, heart, and instinct lead the way. We seek logic to rationalise the decisions our gut, heart and instinct have already made.

This aligns with how the brain works:

• The Limbic Brain governs emotions, decision-making, and behaviour - but has no capacity for language.
• The Neocortex handles rational thought, logic, and language.

People first feel an idea is right before they rationalise it. This is exactly what I’ve observed with regenerative tourism. When people hear the core principles and purpose and potential of Regenerative Tourism, it’s as if their limbic brain lights up. They instinctively agree with the why.

Very few object to the concept itself. In fact, most buy in emotionally before they can articulate why (because limbic brain doesn't do language!). But the neocortex - the rational brain - still needs evidence to justify action.

As one senior leader put it to me last year:
“Tina, I buy in hook, line, and sinker. The problem is, I still have a policy to implement.”

The Role of Evidence in Reaching the Tipping Point

That honest statement reflects a wider truth: while the why and what of regenerative tourism resonates deeply, the how remains complex. Decision-makers are seeking clear, practical pathways that align with existing governance and investment frameworks. There’s a call to accumulate evidence, develop frameworks and case studies to help us rationalise and implement it. Senior leaders and policymakers are grappling with the reality of balancing long-term regenerative ambitions with the immediate demands of policy, funding structures, and measurable outcomes.

Evidence is needed:

• Economic evidence that regenerative tourism grows the commercial viability of local businesses and destinations
• Environmental evidence that regenerative approaches tangibly restore and enhance ecosystems
• Social evidence of community and cultural improvements through regenerative tourism approaches.

And while those who really, truly understand regeneration have no wish to succumb to metrics that come from the growth paradigm, something has to be acknowledged: to move beyond Early Adopters: regenerative tourism must document and share real-world examples and corresponding metrics that prove it works.

More and more of these examples are emerging, often from smaller, fringe, or early-in-the- destination-lifecycle places. This is to be expected - history shows that disruptive change rarely begins at the centre. Innovation happens at the edges, where constraints are weakest, and experimentation is easiest. Once edge experiments demonstrate success, the majority follows.

Supporting Early Adopters

For those pioneering this space in real-world destinations right now, the road can feel lonely and uncertain. They may even feel personally and professionally vulnerable, following the lead of the Evangelical Innovators but not yet enjoying the backing of the Early Majority. Early Adopters find themselves in an uncomfortable middle ground—far enough ahead to face scepticism, yet not far enough along to have widespread support. They are the bridge between vision and mainstream acceptance, and that role comes with challenges. Yet history proves that movements gain traction because of those willing to hold the line and push forward. So how can Early Adopters sustain themselves?

1. Build Coalitions, Not Just Connections
   Find allies across different sectors - environmental organisations, local governments, academia, business networks, and community groups. The more diverse the coalition, the more resilient the movement. Regenerative tourism is about interdependence, and the same principle applies to its growth.
2. Speak the Language of Decision-Makers
   Passion alone won’t shift policy or secure investment. Frame regenerative tourism in terms that matter to policymakers, funders, and business leaders - economic resilience, competitive advantage, workforce development, climate adaptation, and long-term visitor appeal.
3. Amplify What’s Already Working
   Showcase measurable successes, no matter how small. If a project is improving biodiversity, sustaining local businesses, or strengthening community engagement,
   document it. Case studies and pilot projects are the evidence that the early majority needs before they commit.
4. Embed Regenerative Thinking into Existing Structures
   Change doesn’t always require new systems. It often, and maybe first, requires evolving existing ones. Integrate regenerative principles into current funding mechanisms, destination
   strategies, and industry standards. Align with broader policy trends such as climate action, nature restoration, and well-being economies.
5. Keep Going, Even When It Feels Slow
   Movements don’t become mainstream overnight. The pioneers of sustainable tourism also faced resistance, yet today sustainability is a policy imperative. It is not inconceivable that the same will happen with regenerative tourism. Those who stay the course will define what it looks like when it becomes the norm.

Looking Ahead

It’s a little weak to say regenerative tourism is not practical or viable, when it so powerfully resonates with our instincts and intuition. Since when did humans or leaders or teams accept that something is ‘just too hard’? While it’s certainly a challenge to create the frameworks and pathways that work for the majority of people and destinations, particularly while we stand squarely within the context of a different paradigm, it’s not an insurmountable challenge. With an open mindset, it’s not even a difficult challenge.

While we may not have all the answers right now, we can believe in our collective ability to find them as we journey in the regenerative direction. The question isn’t whether regenerative tourism will become viable. The real question is how that viability will be evidenced and documented.

If we want regenerative tourism to be more than a compelling concept, we need to make it practical, actionable, and undeniable.

It requires:

• Collaboration.
• Courage.
• A willingness to experiment.
• The realism to settle for less than perfection.

And most of all, It requires leaders who can balance ambition with pragmatism, who are ready to stay the course and turn ideas into impact, despite the sceptics and also, dare I say it, despite the purists.

 "The people who are crazy enough to think they can change the world are the ones who do." — Steve Jobs