How can a region transition to regenerative tourism? The story behind our collaboration with Westtoer

Tourism is changing. The traditional focus on visitor numbers alone is no longer sufficient in a world where nature, livability, and climate are under pressure. A growing number of regions want not only to limit negative impacts but also to make a positive contribution to nature, culture, and local communities .

That's exactly what Westtoer is pursuing: a future in which tourism becomes regenerative . An approach where destinations are strengthened by tourism—rather than depleted by it. Regenerative tourism means that tourism actively contributes to nature, culture, and local communities, leaving destinations better than they were.

To realise this ambition, Westtoer started a collaboration with Route 2030: a project that brought together insights, strategy, coaching and concrete tools.

Why regenerative tourism? A new tourism compass

Sustainable tourism aims to limit damage. Regenerative tourism goes further: it restores, strengthens, and leaves places better than we found them.

For Westtoer, this fits seamlessly with the 'Travel to Tomorrow' vision, in which tourism is seen as a force for:

• nature restoration

• strong local communities

• meaningful visitor experiences

• sustainable economic added value

  
  

Westtoer firmly believes in tourism that benefits the environment, economy, and society. However, to strategically anchor regenerative tourism, a shared approach was needed. This approach was developed in collaboration with Route 2030.

From ambition to strategy: a shared action compass

In 2024, Westtoer and Route 2030 launched a project to translate regenerative tourism into a clear, strategic, and agile action compass . In practice, Westtoer translates regenerative tourism into three building blocks: a clear strategy (1), support for entrepreneurs through the ImpACT process (2), and a learning process that evolves with the sector (3).

We worked together on three levels:

1. Strategic anchoring

We developed a sustainability strategy that aligns with Westtoer's existing strategic priorities: nature, culture, businesses, visitors, and quality of life. The key: which tourism choices truly contribute to a thriving region?

2. The ImpACT trajectory

The ImpACT program —the first Flemish support program for tourism entrepreneurs focused on sustainability— helps entrepreneurs reduce their ecological footprint while simultaneously improving their guests' experience. The ImpACT program thus serves as a practical tool to make regenerative tourism tangible for entrepreneurs.

The ImpACT process begins with a baseline assessment, where a coach analyzes a company's current sustainability position. A clear dashboard provides entrepreneurs with immediate insight into their strengths and growth opportunities. In the next step, these insights are interpreted together: what does the entrepreneur personally consider important, what do guests or partners expect, and what priorities does science prioritize?

Based on this, we develop a concrete ImpACT plan: a clear step-by-step plan with achievable actions, clarifying where to begin and how to monitor progress. In a final phase, the coach and entrepreneur refine this roadmap together, ensuring a clear vision for the future and enabling sustainable growth within the organization.

The program is reinforced with team training, networking opportunities, and inspirational trips that connect and inspire entrepreneurs and help them move forward.

3. Keep learning and improving

While the ImpACT project was well-received as a concept, in practice we found that not all tourism entrepreneurs were ready for an intensive sustainability program. Their needs varied and changed along the way, meaning the process wasn't always linear.

The program is therefore being refined step by step—based on feedback, real-world experience, and what entrepreneurs truly need at that moment. We're not there yet, but that's precisely what makes this process valuable: by continuing to listen, learn, and tweak, we ensure the program becomes increasingly tailored to the sector and its changing context.

What this process yielded

At the end of the process, Westtoer and its partners had an action compass that provides direction for the coming years. It is used today as:

• touchstone for policy choices

• guideline for cooperation with entrepreneurs and local partners

• basis for training and change processes

• foundation for future projects towards nature, culture and communities

But at least as important: the process created a shared language, insight and enthusiasm around regenerative tourism.

As Evy Van Schoorisse, Sustainable Tourism Manager at Westtoer , puts it:

Regenerative tourism requires vision, structure and collaboration

Westtoer shows how regions can evolve towards tourism that:

• nature and heritage strengthened

• takes local entrepreneurs along

• makes visitors aware

• and communities at the center

Route 2030 helped create direction, structure, and methodologies — but the power lies in the many partners, entrepreneurs, and employees who are making regenerative tourism a reality step by step.

👉 Does your region, organization or network also want to work towards regenerative tourism or a sustainable strategy?

Route 2030 guides you from vision to action compass and implementation. Schedule an exploratory conversation .