2024 Regenerative Travel Trends Report

www.regenerativetravel.
com
REGENERATIVE
Report
Photo Courtesy of The Manta Resort
We must adopt regenerative principles and take
Climate change threatens all life on
deliberate actions to heal and restore our planet.
 
the planet, as well as the very
destinations that tourism relies on.
The core tenets of regeneration implore us  
As the planet warms, rising sea levels, to honor the essence of a place, recognizing that
extreme weather, and increasing destinations evolve over time alongside the
temperatures are impacting ecosystems and land, its people, and its wildlife.
 
communities around the world. 
The latest Intergovernmental Panel on This 2024 Trend Report will explore how the
Climate Change (IPCC) report finds that there tourism industry can become a catalyst for
is a more than 50% chance that global change. We will discuss how it can empower
temperature rise will reach or surpass 1.5 communities, inspire innovative policy and
degrees C between 2021 and 2040 and tourism governance, drive climate-friendly innovations,
alone is responsible for 8% of the world’s carbon and leverage regenerative agriculture to support
emissions.
our planet's regeneration while reducing its
Introduction
carbon footprint.
 
It is important to recognize that while climate
change threatens all destinations, certain The solution to this challenge lies ahead in
environments and communities are more unity and collaboration. We must come together,
vulnerable than others. The front lines of this recognizing our collective responsibility to be part
crisis include small island states, our precious of this regenerative movement.
oceans, vital forests, indigenous populations,
and the polar regions.
In response to the climate crisis, we must
embrace the concept of regeneration—a

Amanda Ho
mindset that extends from individuals to
Co-Founder & CEO of Regenerative Travel
national governments and every entity in
between.
2024 Tr a v e l T re n d s
2 0 2 4 Travel Trends Photo Courtesy of The Manta Resort
1
Emphasis on
Transparent
Sustainability
Practices
2 0 2 4 Travel Trends
1 Emphasis on Transparent
Sustainability Practices
The demand for transparent sustainability practices in the travel industry is at an all-
time high. In the era of digitalization, travelers are increasingly seeking sustainable
options online, becoming more vigilant against greenwashing. The industry is now
urged to adapt by understanding diverse sustainability contexts and endorsing
proximity tourism and responsible travel. As sustainability becomes more
mainstream in travel, the issue of greenwashing rises concurrently. Consumers are
increasingly discerning, demanding genuine sustainability efforts from brands and
governments. This trend calls for a more nuanced understanding of sustainability,
focusing on creating real impacts rather than obtaining certifications.
The EU Green Claims Directive, part of the European Commission's broader

initiative to combat greenwashing, is particularly relevant for the travel and
accommodation sector. The Directive seeks to confirm that environmental claims
made by companies are substantiated with robust, science-based, and verifiable
methods. It emphasizes the use of life cycle assessments (LCAs) to measure the
environmental impact of products or entire organizations, incorporating
international standards to account for material and energy flows, emissions, and
waste throughout a product's life.
Accommodations, like B&Bs, hostels, and hotels, will need to adapt to this directive
by ensuring their sustainability claims are substantiated and verified. This involves a
shift towards more transparent and data-backed sustainability practices. The
Directive's goal is to provide consumers with reliable environmental claims, thereby
enabling them to make informed purchasing decisions and fostering a level playing
field in the market.
For companies, complying with the EU Green Claims Directive will mean developing
a robust environmental claims management framework focusing on integrity,
transparency, and data verification. This will likely involve changes to key elements
of their operating model, including organizational capabilities, data management,
technology, and enhancements to governance structures. The EU Green Claims
Directive will also require external verification of environmental claims, ensuring
that they follow the new requirements.
The EU Green Claims Directive, set Weeva, established by Julie
to become enforceable around Cheetham in response to the
2026, will require significant post-pandemic era, stands as
changes in how companies a pivotal solution for
currently evidence and accommodation
communicate their environmental benchmarking. This
claims, with implications for both platform, designed as a
regulatory compliance and comprehensive
operational processes. It will apply sustainability management
to a broad scope of companies tool, operates akin to a
operating in the EU, including 'Fitbit' for properties,
those targeting EU consumers streamlining expert
from outside the region. The knowledge and practical
Directive is expected to have a guidance into a format that
notable impact on small and is both accessible and
medium-sized enterprises (SMEs), efficient. Its core purpose is
given the potential cost and to empower businesses to
complexity of compliance.
seamlessly integrate
sustainable practices into
The EU Green Claims Directive their daily operations.
aims to reduce greenwashing by
setting strict verification and
substantiation standards for
environmental claims, ultimately
contributing to a more sustainable
and responsible travel industry.
2 0 2 4 Travel Trends Photo Courtesy of Weeva

“Sustainable practice is good for the planet, but it is also
good for business – not just in terms of creating more
resilient operational models and supply chains but also
with regards to attracting consumers. The industry is seeing
a shift in consumer priorities, consumers want more
meaningful experiences, and many want to know they’re
spending their money in a way that creates a positive impact.”
— J u l i e C h e e t h a m
w e e va
The platform's methodology facilitates a Addressing the challenges of quantifying less
customizable sustainability journey for each tangible elements like cultural and community
impact, Weeva introduces educational materials
business. Weeva goes beyond the and clear progress indicators that demystify the
conventional focus on carbon and water/ process of data tracking for these qualitative
waste management to explore in depth the sectors. Its Business Transparency feature, assists
businesses in making strategic operational
subtler aspects of sustainability such as decisions that positively influence local
conservation, community involvement, cultural communities and preserve cultural heritage.
preservation, and commercial sustainability, all Platforms like Weeva aren't just helpful; they are
framed within The Long Run's 4 Cs model. essential instruments in this transformation
towards a regenerative model of travel. As these
technologies and frameworks take hold, they
don't merely suggest a new direction; they firmly
establish a new standard, compelling the
industry with deeper values of environmental
responsibility and ethical engagement.
2
Commitment
to Carbon
Neutrality
and Climate
Action
2
Commitment to Carbon Neutrality 1 Emphasis on Transparent
and Climate Action Sustainability Practices
The United Nations Climate Change Conference (COP28) was held in
Dubai, the United Arab Emirates in 2023. Despite various critiques of
the event itself and the final Global Stocktake, there were also positive
outcomes of the conference. The latest developments from the United
Nations Tourism (previously UNWTO) at the 2023 United Nations
Climate Change Conference (COP28) demonstrate a significant
commitment from the tourism industry towards climate action. The
focus has been on the implementation of the Glasgow Declaration for
Climate Action on Tourism.
This declaration, initiated at COP25 in 2021, includes commitments

from its signatories to achieve net-zero emissions by 2050 and to
develop dedicated Climate Action plans based on five pathways:
Measure, Decarbonize, Regenerate, Collaborate, and Finance.
Key highlights from the conference include the presentation of the

first Glasgow Declaration Implementation Report, which revealed
that of the 420 signatories, 261 have submitted a Climate Action Plan.
These plans detail various strategies, including the measurement of
CO2 emissions, showcasing the need for a consensus on
measurement methodologies. The diversity in decarbonization
approaches within these plans provides a comprehensive database of
actions applicable to various stakeholders, emphasizing the
importance of collective effort in addressing climate challenges.
At COP28, UN Tourism released Policy Guidance to Support Climate

Action by National Tourism Authorities, part of the deliverables of the
One Planet Sustainable Tourism Programme.
As of November 2023, the number of signatories to the Glasgow Declaration
has grown to 857, encompassing participants from over 90 countries. Each
signatory commits to supporting the global goals set by the Paris Agreement,
which include halving emissions by 2030 and reaching Net Zero by 2050.
These commitments are to be supported by annual public reporting on the
implementation of their Climate Action Plans. The developments and
integration of climate action into tourism policies and practices show a
growing awareness and acknowledgment within the industry, committing to
contribute to climate goals.
At the forefront of sustainable tourism in Aruba, where the industry forms

92% of the GDP, stands the Bucuti & Tara Beach Resort, the sole independent
hotel to be a launch signatory of the Glasgow Declaration for Climate Action
in Tourism and a member of Regenerative Travel. This resort, the first
CarbonNeutral® certified in the Caribbean, is a beacon of regenerative
hospitality and is closing in on becoming certified Net Zero. Ewald Biemans
founded it in 1987 as a model of environmental responsibility, incorporating
energy-efficient practices like solar panels and sensors that detect if guests
are out of the room therefore adjusting the thermostat. As one of the
Caribbean’s most eco-certified hotels, it operates with more than 400 action
points within its sustainability program, which the United Nations deemed
"highly replicable and scalable" for hotels worldwide to implement.
Pioneering efforts include water conservation projects, its innovative Healthy

Portions and food waste reductions in collaboration with the WWF, and even
having vendors commit in writing to the resort’s same standards. By using
rainwater and grey water for irrigation, the resort not only upholds
environmental integrity but also offers economic advantages in an arid
region burdened with high energy and water costs. The resort is actively
engaged in nature preservation, safeguarding sea turtle nesting areas,
organizing monthly beach clean-ups involving both guests and employees,
and gifting Aruba with The Bucuti & Tara - GMC Nature Preserve that doubles
as a carbon sink. Additionally, it invests in its workforce both professionally
with ongoing training and by providing a healthy workplace and personally
with innovative initiatives such as green loans for electric vehicles, solar
panel systems and inverters.
2 0 2 4 Travel Trends Photos Courtesy of Bucuti & Tara

Bucuti & Tara openly shares its knowledge and outreach efforts with the
local community, supporting local businesses, contributing to non-
profits, and educating staff in regenerative practices. This holistic
approach to sustainability, focusing on profit, people, and the planet, the
Sustainability Practices
triple bottom line, has proven successful, as made clear by the resort's
high occupancy rates and substantial repeat business.
Similarly, AndBeyond, with properties across Africa, Asia, and South

America, has been a frontrunner in decarbonization. Nicole Robinson,
chief marketing officer at AndBeyond, explains her philosophy with
“you can’t manage what you don’t measure.” In 2015, AndBeyond began
measuring its carbon footprint, embracing the principle that effective
management stems from accurate measurement. Their ambitious goal is
to slash their carbon footprint by 50% by 2030, leveraging initiatives like
renewable energy. A notable achievement is one of their camps in
Botswana's Okavango Delta, which reduced its carbon emissions by an
average of 4,500,000 kg annually by switching to solar energy.
AndBeyond's strategy includes offsetting remaining emissions through
carbon credits and supporting renewable energy projects. The
commitment of AndBeyond extends to rigorous auditing of all its lodges,
ensuring compliance with the United Nations Sustainable Development
Goals and their internal Care of The Land, Wildlife, and People
initiatives. For example, their efforts have significantly expanded
monitoring locations for endangered cheetahs and actively managed
wildlife populations for biodiversity.
The travel industry's commitment to carbon neutrality and climate

action has reached a pivotal point in time as we embrace 2024. The
momentum generated by the Glasgow Declaration for Climate Action on
Tourism, initiated at COP25 and reinforced at COP28, exemplifies the
sector's dedication to addressing climate change. As the tourism
industry increasingly integrates climate action into policies and
practices, these endeavors signal a transformative shift towards a more
responsible and sustainable future, showcasing the industry's crucial role
in tackling one of the most pressing challenges of our time.
3
Focus on
Biodiversity
and Nature
Conservation
3 Focus on Biodiversity and
Nature Conservation
In alignment with the Global Biodiversity Framework and the

UN Agenda 2030, there is a growing emphasis on conservation
tourism within the travel industry. The main causes of
biodiversity loss are climate change, pollution, destruction of
habitats, invasive alien species, and overexploitation of the
natural environment. This affects soil and water quality, leads
to the extinction of species, and increases CO2 emissions, to
name a few. According to the United Nations, “Biodiversity is
our strongest natural defense against climate change.”
The Global Biodiversity Framework, developed over a four-

year consultation and negotiation process, supports the
achievement of the UN Sustainable Development Goals. At the
heart of this framework is the vision to realize a world living
in harmony with nature by 2050. This ambitious goal shows
the urgent need to address the rapid loss of biodiversity and
its implications for ecosystems and human well-being. To
achieve this vision, the framework sets forth broad goals to be
reached by 2050. These goals encompass various aspects of
biodiversity, including the health of ecosystems, species
conservation, preservation of genetic diversity, and ensuring
that nature continues to provide vital benefits to people.
The framework outlines 23 specific targets for 2030, which are
designed to reduce threats to biodiversity, promote its
sustainable use, make sure that genetic resources are being
fairly shared, and improve implementation through inclusive
planning and capacity building. These targets are a roadmap
for immediate action, highlighting critical areas that need
attention to preserve the planet's biological diversity.
Beyond addressing climate change, the framework focuses on

protecting biodiversity by eliminating invasive species. This is
a key element because they directly influence the health of
ecosystems and the overall goal of biodiversity conservation.
In the context of the travel industry, there's a noticeable shift

towards conservation tourism, driven by the principles of this
framework. Conservation tourism advocates for
environmentally regenerative tourism practices that
contribute positively to preserving biodiversity, and makes
sure that tourism development does not compromise
environmental integrity but rather supports and enhances it.
2 0 2 4 Travel Trends Photo Courtesy of Within the Wild

Successfully implementating and monitoring the Global
Biodiversity Framework requires collective effort. It calls for
adequate financing, robust governance, and active
participation from various sectors of society. The link
between biodiversity, ecosystem services and sustainable
development is showcased through this framework, making
it apparent how important the coexistence between humans
and the natural world is.
Illustrating this principle is The Manta Resort in Tanzania.

The resort's involvement through the Kwainini Foundation is
an initiative dedicated to positively influencing Pemba
Island's future by collaborating with local communities in
nature conservation. The foundation operates on a
philosophy of critical inquiry into the impact of human
activities on the environment, with a particular focus on both
marine and terrestrial conservation.
2 0 2 4 Travel Trends Photo Courtesy of The Manta Resort

The Manta Resort and the Kwainini Foundation
launched a partnership aiming to secure the future
of Pemba Islands marine ecosystem: The Blue
Corridor. This co-management agreement represents
a remarkable alliance between Blue Alliance and the
Ministry of Blue Economy and Fisheries, aiming to
safeguard the invaluable Blue Corridor within the
Pemba Channel Conservation Area.
In marine conservation, the rich diversity of Pemba's

tropical marine habitats, including coral reefs,
seagrass meadows, and mangroves, is crucial for local
communities' livelihoods. In collaboration with
communities and the government, the foundation
established the Kwainini Marine Protected Area
(KMPA), prohibiting all forms of fishing on a 1km
coastline. This initiative, supported by tourism, has
significantly increased fish populations,
demonstrating the value of protected areas. The goal
is to secure a reliable livelihood for local communities
while preserving valuable marine resources.
2 0 2 4 Travel Trends Photos Courtesy of The Manta Resort

In terrestrial conservation, Pemba Island's separation from
mainland Tanzania for approximately 10 million years has led to
unique endemic species found only on the island. The Ngezi Forest
Reserve, home to these rare species, faces the threat of
deforestation, with 95% of Pemba's forest areas lost since 1840. The
Kwainini Foundation sees the Ngezi Forest as a vital cultural link
and a unique resource that, with careful management, can be
sustained without harming its distinct biodiversity. The importance
of responsible exploration, preserving the local flora and fauna, is
shown by the foundations support to forest exploration with trails
and a visitor center.
In addition to Manta Resort's efforts, another notable example in the

hospitality sector is Matetsi Victoria Falls. This luxury lodge
embodies the splendor of Zimbabwe, highlighting its varied
landscapes, rich wildlife, and vibrant culture. Demonstrating a deep
commitment to conservation, Matetsi Victoria Falls has played an
important role in the revival of the Matetsi Private Game Reserve.
This area, previously ravaged by poaching, has seen a significant
transformation through their dedicated rewilding initiatives. Over
six years, the team has rehabilitated the land, protected wildlife,
and created a thriving habitat for iconic species, successfully
protecting 136k acres of wilderness, safeguarding 9 miles of river,
and nurturing over 400 bird and mammal species.
Conservation efforts at Matetsi Victoria Falls began with

establishing a clear-road network and introducing solar-powered
boreholes for essential water sources. The lodge has also
implemented a robust anti-poaching strategy, donating vehicles
and supporting local units to combat illegal activities effectively.
Ongoing initiatives by the dedicated conservation team include
maintaining infrastructure, preventing poaching, and conducting
controlled burns to stimulate natural growth.
2 0 2 4 Travel Trends Photo Courtesy of Matetsi Victoria Falls
The focus on biodiversity is evident in
successfully protecting 136k acres of
wilderness, safeguarding 9 miles of river, and
nurturing over 400 bird and mammal species.
Matetsi Victoria Falls remains a champion of
nature conservation, actively contributing to
the region's biodiversity and ensuring a
sustainable future for Zimbabwe's precious
ecosystems.
The comprehensive goals and targets outlined in

the Global Biodiversity Framework shows the
urgent need for global efforts in biodiversity
preservation. This commitment extends beyond
addressing climate change, stressing the critical
importance of protecting biodiversity and
eliminating invasive species. As the travel industry
increasingly embraces these principles, it plays a
vital role in fostering a balanced coexistence
between humanity and the natural world,
acknowledging the interconnectedness of
biodiversity, ecosystem services, and sustainable
development.
2 0 2 4 Travel Trends Photo Courtesy of Matetsi Victoria Falls

4
Empowering
Local
Communities
through
Regenerative
Travel
Empowering Local Communities
4 Sustainability Practices
through Regenerative Travel
Tourism initiatives can become platforms for education, healthcare, and
cultural preservation and transform destinations into thriving ecosystems.
Although regeneration can often be associated with landscapes and the
natural environment, the fundamental cornerstone of regeneration lies in the
community of the land’s inhabitants.
Dr. Sue Snyman, Research Director at the African Leadership University's

School of Wildlife Conservation, emphasizes the importance of
understanding and addressing the unique needs of communities to uplift
them effectively. She advocates for a collaborative approach that empowers
communities by working with them rather than imposing solutions. An
example she cites is the misstep of providing solar panels to the Himba
African community in Namibia, which, while well-intentioned, failed to
address their immediate need for water, exemplifying the importance of
engaging in meaningful dialogue with communities to make sure that the
assistance is contributing towards their actual needs and goals.
The concept of empowerment is about offering support that enables self-help

– a "hand up, not a handout." This approach marks a significant shift from the
traditional model of providing handouts, which can often be disempowering.
Instead, enabling self-sufficiency builds resilience and fosters a sense of pride.
Another example is from a micro-credit program in Botswana where a small
loan helped the Shashe Women’s Group start a business that significantly
improved the financial situation of the participants. The success of this
initiative was not just in the monetary gain but also in the empowerment and
pride the participants felt in being able to contribute to their families' welfare.
As Dr. Snyman notes, "They repaid their loan in three months, but the real
impact was the empowerment and pride they experienced in earning money
for their family, beyond the actual money itself."
"The community repaid their loan in three months,
but the real impact was the empowerment and pride
they experienced in earning money for their family,
beyond the actual money itself."
— D r . s u e S n y m a n
African leadersh i p un ivers it y
2 0 2 4 Tra ve l T re nds
2 0 2 4 Travel Trends Photo Courtesy of Song Saa Private Island
Song Saa Private Island stands out as a
remarkable example. Melita Koulmandas,
the co-founder of the Song Saa
Foundation, began her journey by picking
up rubbish in Cambodia's Koh Rong
archipelago. This simple act led her to
understand the fragile fishing economy
that was central to the local communities.
Working with locals, she co-created the

country's first protected marine park,
restoring fish stocks and introducing
sustainable tourism. The symbiosis of local
restoration and tourism has allowed for
further local education and healthcare,
driven by Melita's vision of "traveling to learn
and engage and not extract." Song Saa
Foundation has distributed 9,925 educational
materials and provides healthcare to more
than 4400 local people.
2 0 2 4 Travel Trends Photo Courtesy of Song Saa Private Island

Song Saa Foundation Community Impact
68 8 9,925 192
YEARS OF MEDICAL
EDUCATIONAL WATER FILTERS
BOAT OF HOPE MATERIALS DISTRIBUTED DISTRIBUTED
MISSIONS MISSIONS
Provide s vital healthcare to more Distribution of 9,925 school

Distribution of over 200 water
Delivery of 68 Boat of Hope stationery items, 200,000 filters throughout the archipelago,
than 4,400 local people each year,
missions since inauguration in vitamins, 600 toothbrushes, 450 providing access to safe drinking
and have so far launched eight
2013, reaching over 5500 people. clothing items, 200 sports items, water to the most needing
successful International Medical
Providing dedicated education 250 mosquito nets, and 50 solar families.
Relief missions.
workshops to over 1800 children, lamps to local communities
equating to c. 9200 student hours. through the Boat of Hope
programme.
Ivan Eskildsen, former Minister of Casa Múcura focuses on co-creating
Tourism in Panama, further community development,
illuminates the importance of acknowledging the critical role of the
indigenous consultation and draws region's biodiversity in Earth's
attention to the fact that over 23% of ecological balance. Alejandra
the land in Panama is managed by collaborates with the School of
indigenous communities. Consulting Ancestral Wisdom, where elders pass
with these populations on how they on medicinal plants, music, cooking,
wish to engage with tourists is vital. and agriculture knowledge to
Eskildsen highlights the importance younger generations. She emphasizes
of respectful interaction and the importance of leaving seeds for
education, urging the need for communities and places visited,
consent and collaboration for highlighting the vital space for
sustainable tourism practices.
climate and social justice awareness
through engagement with local
Similarly, at Tranquilo Bay, Renee initiatives.
Kimball, the chief steward, calls

attention to responsible stewardship Working with local communities can
and the importance of listening to turn tourism initiatives into vehicles
indigenous communities. An intimate for education, healthcare, and
experience of learning to make local cultural preservation while placing
bread within residents' homes the focus on empowerment. The shift
became a cherished offering. Post- towards a "hand up, not a handout"
pandemic, when locals expressed model shows the importance of
their unwillingness to reinstate enabling self-sufficiency to build
tourist tours, Renee's response was resilience and pride. Initiatives such
simple: "When they tell us they're as Song Saa Private Island and
ready, we'll go back, and in the Tranquilo Bay showcase the symbiosis
meantime, we don't." This approach of local restoration and tourism,
reflects a deep respect for indigenous promoting education and healthcare
communities, guided by the golden in tandem with sustainable practices.
rule of treating others as one would In essence, regenerative travel fosters
like to be treated.
a balanced, mutually beneficial
relationship between travelers and
Alejandra Lievano, co-founder of the the communities they visit.
organization Casa Múcura, works to
preserve ancient wisdom in the
heartlands of Colombia.
2 0 2 4 Travel Trends Photos Courtesy of Tranquilo Bay

5
Governance
Frameworks for
Regeneration
5 Governance Frameworks
for Regeneration
Governance and policy are fundamental in establishing a solid foundation for
sustainable and regenerative tourism. Good governance in this context refers to
establishing transparent, accountable, and inclusive policies and regulations that
guarantee that tourism development is sustainable, ethical, and beneficial to both
the environment and local communities. It involves the cooperation and
participation of various stakeholders, including government bodies, local
communities, and the private sector, to create a framework that balances
economic growth with environmental preservation and social equity. Effective
governance in regenerative tourism can contribute to the regeneration of
ecosystems, cultural preservation, and the enhancement of local livelihoods,
setting a path for long-term sustainability and resilience in the face of
environmental challenges.
A tourism tax or levy is one of the tools used to fund tourism-related

infrastructure and services or mitigate the impact of tourism on the environment
and the local community. The Maasai Mara National Reserve in Kenya is a popular
safari destination known for diverse wildlife, the annual wildebeest migration and
other animals. Overcrowding has become a problem in the area, causing stress to
the Kenyan wildlife. To combat this, the park has raised its entrance fee to $200
per adult during high season. On the contrary, Bhutan, a country known for
limiting its number of tourists visiting and including a Sustainable Development
Fee in their tourism tax, cut their tourism fee in half in 2023 to attract visitors and
hasten the industry's recovery after the COVID-19 pandemic.
Jeremy Raguain, former Communications and Outreach Coordinator at Seychelles

Islands Foundation, sheds light on the importance of policy and legislation in the
Seychelles. The economic damage due to climate change in the Seychelles is
substantial, equivalent to 2-9% of the island nation's GDP. Raguain highlights the
Seychelles Environmental Sustainability Levy, implemented on August 1st, 2023,
as a pivotal example. This tourism tax, applicable to all visitors, addresses the
environmental impact of tourism, a sector contributing 70% to the Seychelles
economy. The funds generated from this levy are directed into the local economy,
contributing to making Seychelles more climate resilient.
In Antarctica, tourism has surged in recent years. From a few hundred
tourists before the 1980s, to around 74,000 in the 2019/2020 season, and
over 104,897 in 2022-2023, via both deep field and cruise expeditions,
including 32,730 visitors who travelled on cruise-only vessels and did not
set foot on the continent. This has sparked a debate regarding if, and how
many tourists should be allowed on the seventh continent, with a global
call for more regulation.
Robyn Woodhead, co-founder of White Desert Antarctica and former chair

and member of the executive committee of Antarctica's Tourism
Governance Board called The International Association of Antarctic Tour
Operators (IAATO), provides a perspective on the effectiveness of IAATO’s
self regulation, and the Antarctic Treaty. Even in remote regions like
Antarctica, the 1959 Antarctic Treaty, now signed by 56 countries,
demonstrates the potential for world leaders to collaborate and preserve
pristine destinations. As warranted in the Antarctic Treaty, military activity
is prohibited in Antarctica, and the use of the continent is exclusively for
peaceful purposes. The Protocol on Environmental Protection that entered
into force in 1998 designates Antarctica as a natural reserve, devoted to
peace and science. It outlines specific provisions to minimize the
environmental impact of human activities on the continent, also in the
context of tourism. Before any tourism activity takes place, an assessment
must be conducted to evaluate and minimize potential impacts. Strict
waste management guidelines are established, and certain areas are
specially protected and managed.
Another issue for tourists and scientists alike, is biosecurity, as humans can
bring invasive species through their clothes and belongings. The tourism
industry and national science programmes are required to take action to
appropriately clean and disinfect all clothing and equipment before
arriving in Antarctica and again between sites. IAATO has been at the
forefront of stringent biosecurity measures for decades, and holds one of
the worlds most strickt biosecurity protocols. In recognition of the
potential for people to act as vectors for alien species, IAATO formalized
decontamination guidelines for its members more than 20 years ago and
shared these with Antarctic Treaty Parties for consideration amongst the
wider community. It later initiated research to inform the review process
and make the guidelines as robust as possible.
IAATO’s success in preventing introductions is helped by a comprehensive
program of bio-security measures that begins long before setting foot on
Antarctica. Procedures exist for decontaminating clothing and footwear,
equipment, and transport. Pre-departure advice is provided in the form of
IAATO’s Don’t Pack a Pest pamphlet. There are mandatory briefings for all
visitors, thorough boot and equipment cleaning and disinfecting overseen
by field staff before and after each excursion, and more. There is also
guidance on what to do if a non-native species is discovered in the field.
As IAATO members, White Desert Antarctica unanimously signed a Climate

Change Pledge, Targets and Strategy back in 2022. The first step of this was
mandatory fuel data submission for the 2022/23 season, which includes
vessels of all sizes, aircraft, and accessory vehicles used within the
responsible tourism association to understand the actual greenhouse gas
footprint of IAATO operations in Antarctica. The results are being used to
monitor and refine emission reduction targets the IAATO membership has
collectively agreed to make. IAATO operators have also unanimously
pledged to track and exceed the International Maritime Organisation (IMO)
target of at least 50% emissions reductions by 2050 compared with 2008
and global goals of net zero before 2050. This, accompanied by an upwardly
evolving year-on-year agreement by each member to build their own
climate strategy and set their own emission reduction targets, is the start of
a collective push to account for and reduce IAATO-Operator emissions.
Woodhead advocates for a balanced approach to tourism and Antarctic

Science, treading lightly and acting as custodians. White Desert Antarctica
set science-based targets in line with the Paris Agreement and the UK goal
«Net Zero by 2050» and encourages others to do the same. The company
has been Carbon Neutral since 2007 and is trialing Sustainable Aviation
Fuel as the first on the continent with a full switch planned over the next
three to five years. They are currently working on a carbon sequestering
program to help further reduce their impact. Their business model has also
been diversified to not only transporting tourists, but also 50% of their
business is now transporting scientists to their research bases, allowing
scientific research to continue using shared and efficient logistics.
2024 Travel Trends

2 0 2 4 Travel Trends Photo Courtesy of Jade Mountain
In the tropics, Jade Mountain Resort in St.Lucia, was
instrumental in the creation of the Soufriere Marine
Managed Area, one of the first marine reserves in the
Caribbean. Nick Troubetzkoy, the owner of Jade
Mountain, promoted scuba operations on St.Lucia
early on, spreading awareness of the marine resources

around the island that eventually led to the creation of
the Soufriere Marine Management Authority, which is
now instrumental in protecting marine areas. Jade
Mountains Executive Officer Karolin Troubetzkoy is
Innovative governance and policy measures play a
also the director of the Caribbean Biodiversity Fund crucial role in shaping sustainable tourism practices
and chairperson at the Caribbean Alliance of globally. Whether through tourism taxes,
environmental sustainability levies, or international

Sustainable Tourism and the Saint Lucia National
treaties, these approaches aim to balance economic
Conservation Fund, strengthening grassroots growth with environmental preservation and social
community-based organizations and supporting the equity. Efforts in Antarctica and initiatives like those
of Jade Mountain Resort show the importance of a

island through a range of both marine and terrestrial
balanced and custodial approach to tourism,
conservation-related activities. supporting global sustainability goals. These cases
serve as valuable models for fostering long-term
sustainability and resilience in the face of
environmental challenges.
2024 Tra v e l T re n d s Ph o to C o u r te s y o f J a d e M o u nta i n

6
Hospitality’s
Influence on
Sustainable
Food
Production
“We're proving that regenerative organic
agriculture can out-yield conventional
agriculture while sequestering more carbon -
while cleaning up the water - while cleaning
up the air - and while making you healthier.”
— J e f f t k ac h
C EO o f Ro da l e I n stit u t e
The hospitality sector's potential to
affect food production and
between food and its origin.
Agritourism offers memorable 1 Emphasis on Transparent
agriculture is being recognized for
its role in reducing greenhouse gas
experiences and educates visitors
about regenerative agriculture Sustainability Practices
emissions. This trend highlights practices. Jeff extends this
the sector's influence in philosophy to the hospitality
transitioning towards a more industry, urging hotels and
sustainable global food economy.
restaurants to source responsibly,
support local farmers, and benefit
Jeff Tkach, CEO of Rodale Institute, the community while attracting
provides his perspective on more visitors.
regenerative organic farming.

Rodale, with over 75 years of “We're proving that regenerative
history, champions the viability organic agriculture can out-yield
and importance of organic conventional agriculture while
agriculture for human health, sequestering more carbon - while
aiming to create a resilient global cleaning up the water - while
food system without synthetic cleaning up the air - and while
inputs. In addressing the farmer making you healthier.” This holistic
crisis in the U.S., Rodale Institute perspective from Jeff positions
tackles the issue with a robust regenerative organic farming as a
farmer training program, noting catalyst for positive change,
the promising trend of farmers whether you are a farmer, a
integrating tourism into their business owner, or a consumer.
models. Agritourism, a growing
field, goes hand in hand with Jeff's
passion for providing consumers
with real experiences and a
connection to nature.
Jeff emphasizes "the power of the

plate" and sees farms as ideal
places to showcase the connection
Playa Viva in Mexico Playa Viva actively involves its
exemplifies regenerative food community in regenerative
practices, with fresh, local agriculture, offering
produce and fosters strong educational programs and
connections with local promoting entrepreneurship
farmers. Their dedication to within this sector, such as
nutrient-rich crops and through a women's
permaculture is part of their cooperative. They encourage
broader commitment to homeowners to set up
enhancing food sovereignty composting sites and invite
and rejuvenating the guests to deepen their
landscape. The Farm Team has understanding of nature's
invested time in interconnectedness. This
understanding local ecological approach aims to inspire the
dynamics, tailoring their local community to transition
farming techniques to these from conventional to
insights. They continuously regenerative farming methods,
evaluate the symbiotic highlighting the shared
relationship between their benefits.
farm and the environment,
synchronizing it with natural
patterns to reduce labor and
increase yield over time.
2 0 2 4 Travel Trends Photos Courtesy of Playa Viva, Photos by Leia Marasovich

Within The Wild in Alaska during colder months, is a key
infuses their hotel kitchen aspect of their operation.
philosophy with a
commitment to natural, Within The Wild is dedicated
organic, whole foods, focusing to a Farm To Table system that
on growing and foraging as supports the local community,
much as possible. The team sourcing 90% of their food
engages both staff and guests locally or within Alaska. They
in foraging expeditions and rely on Oregon and
educates them on traditional Washington for dairy, as
practices, transforming locally Alaska lacks a dairy industry.
sourced sea lettuce and dulse While some items like organic
into delectable lodge cuisine. wheat and oranges are sourced
Their creative pantry approach from mainland distributors,
avoids single-use plastics and they strive for responsible
waste. The introduction of sourcing. The lodge
greenhouses and high-tunnels, collaborates with the local
both on-site and at Sugpiak native communities
neighboring farms, has to integrate native foodways
allowed for an extended into their culinary experience.
growing season and abundant Their cookbook, available on
harvests. Zero waste and their website, reflects their
utilizing every part of the food, passion for sharing Alaska's
especially in a region where culture and cuisine.
resource efficiency is crucial
2 0 2 4 Travel Trends Photos Courtesy of Within the Wild

Hamanasi Resort in Belize They educate guests and
focuses on increasing in-house employees on broader
farm production and reducing gardening topics through
food waste, with strategies like “Monthly Topics,” like the
harvesting based on kitchen benefits of a vegetarian diet or
requests and a revised menu choosing small-batch
aligned with garden seeding. chocolate to support forests
Their gardening practices, and local farmers.
such as companion planting
and composting, avoid
chemicals and promote
organic growth.
2 0 2 4 Travel Trends Photos Courtesy of Hamanasi Resort

Woods At Sasan in India tracks impact of regenerative dining
its food sourcing meticulously, practices within the
prioritizing in-house-grown hospitality industry.
produce. They also source local

produce and limit exotic Through practices like
products to within 400 regenerative organic farming,
kilometers of the resort. agritourism, responsible
Regular data analysis helps sourcing, and waste reduction,
them identify areas for these establishments
improvement, as shown in showcase the potential for
their Sustainability Report creating a more sustainable
2021-2022 through various global food economy.
infographics on local and Integrating these principles
exotic produce sourcing, food benefits the environment and
wastage, and processing.   educates and engages
consumers, promoting a
With the broader goal of connection to nature and
creating a regenerative and supporting local
resilient global food system, communities.
these initiatives collectively
showcase the transformative
2 0 2 4 Travel Trends Photos Courtesy of Woods at Sasan

7
Advancements in
Decarbonizing
Aviation
Decarbonizing the aviation industry remains a
complex challenge requiring coordinated
efforts. While fuel-related emissions are a
primary focus, attention is expanding to the
entire aircraft lifecycle, including waste and
supply chain management. This holistic
approach is crucial for the industry to achieve
net-zero emissions goal by 2050.
Sustainable Aviation Fuels (SAFs), such as advanced biofuels and power-to- To navigate challenges like these, Airlines are now actively addressing
liquid (PtL) fuels, are crucial in decreasing CO2 emissions. However, airlines employ Marginal Abatement food waste through an AI analysis of
scalability is uncertain due to challenges like fuel source availability and the Cost Curves (MACCs), a decision- consumption trends, options for
making tool used to help companies passengers to skip meals,
demand for renewable electricity. The influence of other industries, like assess which strategy will have the collaboration with NGOs for food
marine and road transport, competing for the same sustainable fuel sources most significant impact and the donations, and experimental
further complicates the aviation sector's efforts. This competition affects the lowest cost. This helps them prioritize techniques for turning leftover food
balance of supply and demand for Sustainable Aviation Fuel, impacting its tasks, considering factors like into fuel. Airports also contribute by
market price. Other technological fields, like new propulsion technology and operational measures, fleet renewal, offering expiring food at reduced
advanced analytics for flight planning, also present uncertainties, along with and Sustainable Aviation Fuel.
prices and redistributing items
through nonprofit partnerships, like
navigating regulatory changes and adapting to regional incentives and On a global scale, the International the one between Denver Airport and
penalties that impact the airlines' decarbonization cost. For example, Air Transport Association (IATA) is the non-profit We Don’t Waste. These
Europe's response to the Inflation Reduction Act could influence SAF-related committed to Net Zero carbon initiatives showcase a comprehensive
costs for European airlines, as written out in a comprehensive report by emissions by 2050. The Net Zero approach, contributing to
McKinsey & Company. Tracking Methodology and annual environmental sustainability while
Track Zero report monitor industry also addressing global food insecurity.
progress. At the Third Conference on

Aviation Alternative Fuels hosted by
The International Civil Aviation
Organization, a strengthened global
framework was delivered, aiming for
5% less carbon-intensive fuel by 2030.
Along with prioritizing waste management and
measures to reduce fuel-related emissions, like
using Sustainable Aviation Fuel, the aviation
industry also focuses on operational measures,
fleet renewals, and non-fuel-related emissions
throughout the value chain. Sustainability is
integrated into the supply-chain management,
quantifying and reducing the carbon intensity
of each part by working with suppliers to set
and meet emission reduction targets. This The aviation industry's quest for
decarbonization must continue to
includes shifting to green electricity, improving encompass a broad strategy that
efficiency, prioritizing low-carbon materials, extends from reducing fuel emissions
and making design choices to minimize to addressing the entire aircraft
environmental impact and enhance lifecycle, including waste and supply
recyclability.
  chain management.
Reflections
This report reveals the dynamic landscape of To help pave the path for regenerative solutions,
the travel industry, full of innovators, it is imperative to establish innovative
thinkers, and visionaries. Many have already governance and policies, frameworks balancing
translated their ideas into impactful actions, environmental preservation and social equity
inspiring others to follow suit.
with economic growth.
One of the vital keywords is transparency. Regarding sustainable food production, we

Companies like Weeva provide the hospitality see a significant uptick in regenerative
industry with essential tools to hold agriculture being engrained in business models
themselves accountable and make their work worldwide, serving fresh, delicious food to
visible, empowering businesses to pinpoint guests and contributing to a resilient global
improvement areas. Committing to carbon food system. Recognizing the urgent need to
neutrality and decarbonizing the travel decarbonize, the potential of sustainable
industry is vital to address climate change's aviation becomes increasingly obvious.
reflections urgent and growing challenges. Although we have a long way to go, this sector is
Encouragingly, we notice several innovative rapidly evolving and innovating.
solutions emerge in daily operations and

carbon offsetting initiatives. As it is the As we face both challenges and exciting
baseline for so many travel companies, and possibilities ahead, the travel industry as a
our most robust natural defense against whole must come together to foster a
climate change, the focus on biodiversity regenerative future. Innovation and
and nature conservation, is visibly collaboration can help guide this journey
regenerating our natural environment. ensuring that our industry not only enrich the
Community-driven initiatives and the shift travel experience, but also contribute to a
from handouts to hand-ups empowers local balanced coexistence with our planet.
communities, uplifts them, and allows them Regeneration should not only be a goal, but an
to be self-sufficient. integral part of the way we explore and engage
with the world.
Regenerative Travel taps into the knowledge of internal and
external networks to draw out and share best practices in
regeneration and hospitality. By highlighting practical tools, key
insights, and diverse perspectives, we aim to help hotels align their
operations with their values. Our hotels amplify their individual
efforts by supporting and sharing with the collective, and are held
Regenerative Travel is a travel company that helps travelers and accountable through our standards and ongoing data collection.
businesses develop a regenerative mindset through experiences,
education and practical tools in order to create an equitable and net-
positive future.
This Best Practice Paper Resource was produced and published by

Regenerative Travel’s content team.
Through sharing individual best practices and through

collaboration, Regenerative Travel enables the hotel community to
work together to achieve significant economies of scale and to Lead Editor: Amanda Ho
make a deeper impact. Regenerative Travel helps hotels measure Contributing Author: Inga Krohn
and communicate their impact across its metrics that Applications for permission to use content from this Best Practice Paper should be addressed to
demonstrate how each property contributes to transform Regenerative Travel at [email protected].
communities and economies towards more regenerative models.

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communities around the world.

It is important to recognize that while climate

oceans, vital forests, indigenous populations,

and the polar regions.

In response to the climate crisis, we must

embrace the concept of regeneration—a

The EU Green Claims Directive, part of the European Commission's broader

2 0 2 4 Travel Trends Photo Courtesy of Weeva

This declaration, initiated at COP25 in 2021, includes commitments

Key highlights from the conference include the presentation of the

At COP28, UN Tourism released Policy Guidance to Support Climate

At the forefront of sustainable tourism in Aruba, where the industry forms

Pioneering efforts include water conservation projects, its innovative Healthy

2 0 2 4 Travel Trends Photos Courtesy of Bucuti & Tara

Similarly, AndBeyond, with properties across Africa, Asia, and South

The travel industry's commitment to carbon neutrality and climate

In alignment with the Global Biodiversity Framework and the

The Global Biodiversity Framework, developed over a four-

Beyond addressing climate change, the framework focuses on

In the context of the travel industry, there's a noticeable shift

2 0 2 4 Travel Trends Photo Courtesy of Within the Wild

Illustrating this principle is The Manta Resort in Tanzania.

2 0 2 4 Travel Trends Photo Courtesy of The Manta Resort

In marine conservation, the rich diversity of Pemba's

2 0 2 4 Travel Trends Photos Courtesy of The Manta Resort

In addition to Manta Resort's efforts, another notable example in the

Conservation efforts at Matetsi Victoria Falls began with

The comprehensive goals and targets outlined in

2 0 2 4 Travel Trends Photo Courtesy of Matetsi Victoria Falls

Dr. Sue Snyman, Research Director at the African Leadership University's

The concept of empowerment is about offering support that enables self-help

African leadersh i p un ivers it y

Working with locals, she co-created the

2 0 2 4 Travel Trends Photo Courtesy of Song Saa Private Island

Provide s vital healthcare to more Distribution of 9,925 school

Kimball, the chief steward, calls

2 0 2 4 Travel Trends Photos Courtesy of Tranquilo Bay

A tourism tax or levy is one of the tools used to fund tourism-related

Jeremy Raguain, former Communications and Outreach Coordinator at Seychelles

Robyn Woodhead, co-founder of White Desert Antarctica and former chair

As IAATO members, White Desert Antarctica unanimously signed a Climate

Woodhead advocates for a balanced approach to tourism and Antarctic

2024 Travel Trends

Mountain, promoted scuba operations on St.Lucia

early on, spreading awareness of the marine resources

environmental sustainability levies, or international

of Jade Mountain Resort show the importance of a

serve as valuable models for fostering long-term

sustainability and resilience in the face of

2024 Tra v e l T re n d s Ph o to C o u r te s y o f J a d e M o u nta i n

regenerative organic farming.

Jeff emphasizes "the power of the

2 0 2 4 Travel Trends Photos Courtesy of Playa Viva, Photos by Leia Marasovich

2 0 2 4 Travel Trends Photos Courtesy of Within the Wild

2 0 2 4 Travel Trends Photos Courtesy of Hamanasi Resort

produce. They also source local

2 0 2 4 Travel Trends Photos Courtesy of Woods at Sasan

progress. At the Third Conference on

One of the vital keywords is transparency. Regarding sustainable food production, we

communities around the world. 