REGENARATIVE TOURISM – BETWEEN THEORY AND PRACTICE.

Purpose: The aim of this article is to present a shift in thinking in terms of implementing the systems and practices needed to transition to a regenerative approach in tourism. The article aims to provide concrete ways to change thinking and move towards a regenerative paradigm in the tourism industry. Design/methodology/approach: This viewpoint paper defines regenerative tourism, explores its principles and the possibilities for driving transformational change in tourism. It outlines what a conscious approach to regenerative tourism entails and outlines working principles for regenerative tourism. The article concludes with a discussion of new regenerative thinking and practices. Findings: Transitioning towards regenerative tourism requires a change in systems, thinking and practice. Regenerative tourism requires a change in socio-ecological awareness in terms of both awareness of the financial benefits to the tourist destination, local society, and the owners of tourist facilities. For tourism must be managed as a complex adaptive system and overcome the challenges of polarisation, which is even more acute in times of economic, political, and social crises. Regenerative tourism requires a deeply committed bottom-up approach that is destination-based, community-centred and environmentally focused. Research limitations/implications: The article presents a point of view; it is not a typical research article. Nevertheless, it provides a rich field for future research in the implementation of regenerative tourism activities. Practical and social implications: After indicating the scientific basis of regenerative tourism, the article provides recommendations and courses of action that can be used by tourism entrepreneurs. It can also be confidently used by entrepreneurs in other industries. Originality/value: This paper is based on both the literature on the subject and the reflections and recommendations of female researchers who share their long experience from different perspectives - economics, environment, and biotechnology - both academically and from business practice. As a result, the study identifies not only recommendations but also good practices that tourism entrepreneurs can apply to run their business in a regenerative way, while taking care of society, the economy, and the environment. [ABSTRACT FROM AUTHOR]