Read the C&TH Responsible Tourism Guide

What Is Sustainable Tourism?

Going green has never been more important. The current environmental crisis requires action and consideration in all areas of life but travel, by its nature, has the power to be a catalyst for positive change. Like so many other industries, tourism in its current form has become unsustainable; the very ecosystems, climates, and communities that we value enough to visit are being put at risk. Making travel sustainable means adapting practices and shifting toward protection, conservation, and positive community action.

At its core, sustainable tourism is about shifting our perception of travel and the purpose of our trips. It should not be about extraction, but a mutual exchange: what are you getting out of your trip, and what are you giving back? This could range from supporting the local community by getting out and investing in local businesses, taking positive action to conserve the environment you’re visiting, or booking with travel companies who have taken on that social and environmental responsibility for you and are operating under the highest principles of responsible tourism.

Costas Christ, founder of Beyond Green, told us: ‘There are three pillars of sustainable tourism:

1. ‘Environmentally friendly practices – this is the Reduce, Reuse recycle part of it.
2. ‘Support for the protection of cultural and natural heritage, endangered species, biodiversity, natural landscapes and so on. Living cultural heritage could be contemporary music, dance, art, even fashion. And what we call historic cultural heritage: historical monuments, archaeological sites, and so on.
3. ‘And then the third pillar is the social and economic wellbeing of local people.

‘When you bring those three together, travel transforms into a very powerful force that can alleviate poverty, that can protect some of the world’s rarest and most iconic sacred sites and archaeological wonders, can put vast areas under protection and habitat restoration and reduce its carbon footprint,’ says Costas.

Beyond Sustainability

Something that leaders in this field are urging us to think about is whether making the current model of tourism more sustainable is enough, or whether the industry and we as travellers should be going further. ‘I’m not a fan of the term “sustainable travel”‘, says Tom Power, MD of Pura Aventura, the UK’s first travel B Corp business. ‘Sustainability suggests stabilising rather than improving. I prefer regenerative travel or transformative travel.

‘Positive travel is a broader term,’ Tom adds. ‘It can sound worthy, but it’s win-win when it’s done right. Better travel is where travel stops being a commodity and becomes an exchange of values.’

So, the first step in achieving true sustainable tourism starts with us, the consumer. We hold the power. Tom says: ‘Conscious travellers make for better travel – it is as simple as that. The more awake we are when we’re travelling, the better.’

Beyond sustainable travel, comes ecotourism: travel that goes beyond responsible tourism and actively aims to do good.

Ready to take your first step to be a more conscious traveller? Check out our guide to responsible tourism, and follow our green travel series, as we tell you how:

• How to avoid greenwashing when travelling
• Can tourism be a force for positive environmental change?
• What is carbon offsetting, and does it work?
• Are there human rights issues with your holiday destination?
• Does carbon offsetting actually work?
• Sustainable travel certifications and badges to know

Photo by Katerina Kerdi 

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Read the C&TH Responsible Tourism Guide

What Is Regenerative Tourism?

‘Regenerative travel is proactive and intentional, making an area better or improving it, as opposed to just sustaining it, and ensuring the greatest positive impact is achieved as a collective – using the power of travel to transform lives, offer restorative and immersive experiences that give back to our planet and empower our people at the same time,’ says Grant Woodrow, Wilderness Safaris‘ Business Development COO. It’s about restoring the environments in question, enriching the local communities and offering transformative experiences for visitors.

But this shouldn’t come at the expense of business success, as Founder and CEO of NOAH ReGen, Frédéric Degret explains. ‘Regenerative tourism seeks to make travel a force for good. It aims to replace the consumptive, extractive and exploitative nature of traditional tourism with a model designed and carefully managed to bring net benefits to destinations and local citizens. It works by insisting that communities and environment are given the same importance as profit: the so-called triple bottom line principle of people, planet and profit.’

How Does Regenerative Tourism Differ From Sustainable Tourism?

‘To put it simply, sustainable tourism looks to preserve a site the way it is, regenerative tourism seeks to leave a place better than it found it through empowering the relationship between visitors and locals,’ says Etéreo‘s General Manager, Vinod Narayan.

‘The word sustainable implies “to enable the continuation of things as they are”. In an environment which has not been degraded and where communities are thriving, a new tourism development should aim to sustain that status quo. In a destination where poverty is rife, biodiversity is waning, resources are strained and unfairly distributed however, it is preferable not to sustain the situation but to improve it. We live in a world where most tourism destinations need some form of repair or restoration – social or natural – and so perhaps the time has come for all tourism to move beyond sustaining, into regeneration,’ says Portia Hart, Founder of the Green Apple Foundation.

McWay Falls, United States, Photo by Derek Thomson on Unsplash

Why Now?

‘For a long time, tourism has been a one-way street, where the traveller chooses the destination based on their wants and needs, without too much thought for the impact they will leave behind,’ says Portia. ‘In the best of cases, the exchange has been monetary and no more. In the worst of circumstances, even the economic benefits are not fairly distributed.’

‘It’s an evolution,’ explains Frédéric Degret. ‘Two decades ago, it became apparent to some travel companies that traditional tourism was fundamentally consumptive. It treated the world’s most beautiful places for profit only, seizing local resources with little regard for its effects on communities and environments. Sustainability was seen as a means of arresting the negative effects of an industry responsible for an estimated eight per cent of GHG emissions – more than the global construction trade. Proponents argued that by changing the way we travelled we could stop things from getting worse, and that was a good start. But soon we realised that instead of working to minimise the negative impacts of tourism, we should be working to maximise the benefits by seeking to improve, rather than merely protect, the communities and environments we visited.’

People Power

It’s not just the travel companies driving change, either. Customers want it too. ‘Following the pandemic, the drive towards conscious travel has never been greater, with 82 per cent of Virtuoso travellers polled recently saying the past two years have made them want to travel more responsibly,’ says Jessica Hall Upchurch, Sustainability Strategist and Vice Chair at Virtuoso. ‘As the next evolution of sustainable tourism, regenerative travel – and the notion of leaving some place better than you found it – is a conscious choice travellers are making as they seek greater purpose in everything, including the experiences they have.’

And the concept is far from new. ‘This has formed the basis of our business model for almost 40 years,’ says Wilderness Safaris’ Grant Woodrow. ‘Since 1983, we have been dedicated to pioneering conservation tourism throughout Africa; always looking for the best ways to grow our positive impact while reducing any negative impacts our operations may have on the environment. By using our high-end, low volume ecotourism model and crafting life-changing journeys for our guests, we have helped conserve 2.3 million hectares of precious intact ecosystems and biodiversity, working closely with our community partners throughout.’

Are There Key Pillars Of A Successful Regenerative Tourism Project?

‘There are three main components to regenerative tourism – local economic growth, social and cultural development, and environmental sustainability,’ says Etéreo’s Vinod Narayan.

What Does The Regenerative Tourism Movement Mean For The Industry?

‘It’s nothing less than a paradigm shift,’ says Frédéric Degret. ‘Transformational tourism is no longer a fringe activity in the adventure travel sector. It’s a necessary and inescapable requirement for the entire industry to change its model; to give people and the planet the same prominence as profit; and to be seen to abandon the extractive mechanisms by which it has operated since the inception of mass tourism. Once operators understand the additional economic potential from swapping the business as usual to a regenerative business allowing them to unlock revenues from the carbon market vs paying an increasing carbon tax, the movement will impact the tourism industry at global scale.’

Photo by Micaela Parente on Unsplash

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Arizona Muse is the poster girl for regenerative fashion, practising what she oh-so-beautifully preaches more compellingly than any other person in the industry right now, and positioning herself as a positive interface between fashion and farming. It is the disconnect between the two that has allowed us – as consumers – to gloss over the social and environmental impact fashion causes: ‘Everything we need is grown in soil, even our clothes,’ says Arizona (apart from what’s made synthetically in factories, she adds, which we should all be moving away from anyway). And unless those natural fibres are grown in a regenerative way, just like our food crops, they have a negative environmental impact.

Becoming an activist for regenerative fashion

Arizona, who as a model has a seat at fashion’s high table, had become aware of ‘just how shocking, how bad, how deeply wrong and unjust the garment workers industry was, mostly on women and children, and how the environmental degradation of the fashion industry was intense at every single step of the supply chain.’ This realisation encouraged her to take her first steps towards becoming an activist.

Act Now: Arizona Muse Sets Out Her Sustainable Fashion Agenda

Bringing together fashion and farming

Arizona’s zeal for connecting the two industries – for farming, that means growing natural fibres in a way that also protects and enhances biodiversity; for fashion, it’s brands buying those fibres to make truly sustainable clothing – led her to set up her own foundation, called DIRT. ‘I started DIRT to raise awareness about biodynamic farming and how it can provide a solution for the fashion industry. ‘Farmers work so hard all year long, but the only work they get paid for is the crop produced. But [when they’re farming regeneratively], they’re also increasing biodiversity and water retention and absorption in the soil. They’re improving the quality of life for themselves and their communities by providing richly nutritious food or fibres. They’re being responsible with animals. There are so many public good services that farmers are providing for us that just aren’t valued in monetary terms. It’s nuts.’

How Regenerative Farming Became the New Rock ‘n’ Roll

How to spend to support the environment

Her advice to us as consumers is to spend our money wisely – and do our research – and always read the label. ‘Know that your money is either going to a business that’s causing harm or one that’s having a positive impact,’ she says. ‘If you’re so lucky to be someone who actually has money in your pocket right now, it’s your responsibility to spend it with the good businesses.’ To find out more, visit dirt.charity.

Arizona’s Regenerative Fashion Style Picks

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What Is Regenerative Agriculture?

God Save The Earth

Groundswell festival in Hertfordshire

Back in June, as sound tests began on the Pyramid Stage and the first tent pegs were hammered in on Worthy Farm, a hundred or so miles away in Hertfordshire another festival was in full swing.

Just like Glastonbury, it featured wellies, anoraks and a whole lot of mud. But instead of Sir Paul McCartney, Billie Eilish and Sam Fender, the headliners at Groundswell were Henry Dimbleby, the government’s food czar, Minette Batters, president of the National Farmers’ Union, and Helen Browning, head of the Soil Association – and mud, not music, was what everyone had shown up for.

Well, not mud, exactly – rather, soil, which is the cornerstone of the regenerative farming movement that everyone from Groove Armada’s Andy Cato to model Arizona Muse has jumped on to. It’s the new rock ’n’ roll for creatives with a conscience.

Visit our regeneration hub

Andy Cato, formerly of Groove Armada, and founder of Wildfarmed

So what’s all this fuss about dirt? According to the International Union for Conservation of Nature, soil has the power to store more carbon than vegetation and the atmosphere combined – UN scientists say that improving soil health could lead to an extra two billion tonnes of CO2 being sequestered by 2030. It also supports greater biodiversity and water storage and minimises erosion and desertification, as well as leading to better, more nutritious food for humans.

The regenerative agriculture movement is difficult to define – it encompasses organic, permaculture and biodynamic processes, but essentially comes down to protecting and restoring soil health through not ploughing, sowing cover crops, increasing plant diversity, and allowing grazing animals to fertilise the soil.

The movement has grown apace in the last few years, with Groundswell its flagship event. The festival was started by the Cherry family on their farm in north Hertfordshire in 2016, as a means of sharing information about regenerative farming techniques. Originally, it was 450 farmers in a barn; this year, there were 5,000 attendees over two days, with talks, workshops and exhibits from scientists, businesses and industry experts.

‘It’s symptomatic of what’s going on, in the total mindset of everything across all industries, but especially farming where farmers really can be the heroes,’ explains Alex Cherry, who quit his job as a chartered surveyor and used his experience of putting on music festivals to start Groundswell with his father and uncle. ‘Regeneration for farmers provides a positive opportunity to change their system.’

Malaysia-born model and actress Mandy Lieu, who starred in campaigns for brands like Dior, bought 925-acre Ewhurst Park in Hampshire for £28m in 2020. She joins other creative types like Andy Cato, who sold his music publishing rights to fund his first farm in France, and who now has a UK-based regenerative wheat business called Wildfarmed together with TV presenter George Lamb.

Model Mandy Lieu

‘When I first started on this journey 18 months ago, I began to wonder what I could do to the land to make it better,’ explains Mandy. ‘Make no mistake, this is a life-long project and a multi-generational one.’

So how does a jet-setting model end up worrying about the earthworm population in a small corner of Hampshire? ‘It has a lot to do with my upbringing,’ she says. ‘The forest was our playground. If we were hungry, we’d snack from the banana trees that grew there, and take the leaves home for my mum to steam fish in. Everything very much had a purpose, and nothing was wasted. I remember coming to Ewhurst and thinking that, with all the amazing trees and food growing in abundance, it was not dissimilar to how I grew up.’

But it’s not just conscious creatives that are getting swept up in the movement. Big businesses like McCain, Nestlé and Unilever are investing heavily in regenerative farming.

Like every movement, though, regeneration has its culture clashes – and a big one is with its close cousin, rewilding. Environmental activist George Monbiot, a speaker at this year’s Groundswell Festival, is firmly on the rewilding side, asserting in his new book Regenesis that farming is the greatest cause of environmental destruction. A potentially inflammatory statement at a gathering of 5,000 farmers.

‘Monbiot was received surprisingly well at Groundswell,’ counters Alex. ‘He’s got a lot of very good points and I think farmers are agreeing with some of those – although maybe not.’ He recalls the first time Isabella Tree and Charles Burrell – who popularised the concept with their book Wilding (Pan MacMillan, £9.99), based upon their work at the Knepp Estate in Sussex back in 2018 – spoke at the festival.

Isabella Tree and Charlie Burrell reintroduced longhorn cattle on to their Knepp estate

‘We were really worried there would be cow pats flying across the room. But they’re totally engaged with what we’re doing. Whenever they start to talk about Knepp, they always say, “This is not the answer for the whole country. There should be a patchwork of recovery projects, but the majority of the land should be farmed in a regenerative way”.’ Tellingly, in 2021 the Knepp Estate itself moved into regenerative agriculture.

This middle way is also followed by Mandy at Ewhurst. ‘What we’re doing here is neither rewilding nor regenerative agriculture; we’re trying to create a more purposeful landscape that not only produces food for humans and wildlife, but also creates all these mosaic habitats so that different wildlife can thrive.’

Another bone of contention in the regenerative movement is productivity, especially in a time of global shortages and soaring food prices. Sri Lanka, whose sudden switch to organic systems in 2021 has led to catastrophic consequences, shows that there are no quick-fix solutions.

Native woodland at Ewhurst Park

‘Sri Lanka’s crisis tells us nothing about organic farming,’ argues Helen Browning. ‘Governments across the UK and Europe are backing organic because evidence proves it can feed everyone a healthy diet while restoring nature and slashing farming emissions. A panicked Sri Lanka government imposed chemical bans overnight simply because it ran out of foreign exchange to buy fertiliser. But chemical-reliant farmers cannot go “cold turkey”, they need support to shift to diverse, resilient, nature-friendly farming – which is the most evidence-based solution for restoring climate, wildlife and public health.’

However, she acknowledges that it demands changes for us, too. ‘It means we don’t feed as much maize to livestock, and we reduce our meat consumption,’ she says. ‘It has to be more about sustainably reared beef and lamb than all these grain-eating pigs and chickens. It does require dietary change.’

Alex agrees. He recommends always opting for pasture-fed meat and using platforms like Ooooby.org as a way of supporting local regenerative farmers.

The final word comes from chef and regen activist Thomasina Miers. ‘Every single time we buy food, we’re making a statement about the kind of world we want to live in,’ she says. ‘That is the most empowering statement, because otherwise climate change feels insurmountable. But if every single one of us believed that how we spent our money and our purchasing power made an impact, then I feel that we could actually change the world.’

Changing the world and challenging the status quo? That’s very rock ’n’ roll. You heard it here first – soil is super cool. Come and get your hands dirty.

READ MORE

What is Regenerative Tourism? / Sustainability Trends 2022</em

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Inside the Regeneration Issue You’ll Find…

All About Emma: Sagal Mohammed gets to know girl-of-the-moment, Emma Appleton.

God Save the Earth: How the regenerative farming movement has become the new rock ‘n’ roll, attracting conscious creatives who want to make a difference. Supermodel Mandy Lieu talks to Amy Wakeham about her plans for Ewhurst Park; conservation expert Jake Fiennes explains why his job is the best in the world; Ben Goldsmith outlines how the new government guidelines can make a difference for planet and people; and Arizona Muse argues that we need to give as much consideration to where our fashion comes from as we do to our food.

The Regeneration Guide: Looking for rest and renewal? Dip into the best in intelligent wellness and emerge refreshed with C&TH’s spa guide 2022, edited by Daisy Finer, and featuring reviews by the likes of Clover Stroud, Anna Pasternak and Harriet Compston. Plus, meet the wellness A-team guaranteed to get you back in tip-top shape, both mentally and physically.

Visit our regeneration hub

Africa’s Existential Choice: Kaddu Sebunya of the African Wildlife Foundation on why the continent holds the key to halting climate change and environmental destruction.

Let There Be Light: A new platform has ambitions of transforming the lives of hundreds of thousands of people by showing them pathways to ‘light’. But it’s not as woo-woo as it sounds, says Lucy Cleland.

The Critical Crafts List: We all know about endangered species, but do we know enough about our endangered crafts? With over 50 on the critical list, and some like the making of traditional lacrosse sticks already extinct, Charlotte Metcalf issues a clarion call to resuscitate our crafts.

Wet & Wild: Caiti Grove heads to Estonia to discover a Scandi-esque landscape of serene wilderness, secretive peat bogs and rejuvenating sauna culture.

In Search of Eden: Does Cornwall hold the key to a new era of regenerative tourism? Rebecca Cox asks Sir Tim Smit, founder of the Eden Project, for his insight.

Better Together: Make lasting memories in these wonderfully welcoming, family-friendly destinations. 

Let’s Move To: Newbury – Anna Tyzack heads to Berkshire to find eco-homes within easy reach of London.

READ MORE:

Laura Haddock: The Jewel in the Crown / Found In Translation: Ten Percent’s Fola Evans-Akingbola

The post Take a Look Inside C&TH’s July/August ‘Regeneration’ Issue with Emma Appleton appeared first on Country and Town House.

You can read our guide to regenerative tourism here.

Q&A With Bruce Simpson Of Time + Tide

What is regenerative tourism?

Regenerative tourism is about recognising the role that we play in the areas that we operate, and it is a responsibility we have to our stakeholders and our planet. It is about making a positive impact to the environment, livelihoods, and communities in the areas that you operate in. This is a hugely important part of our philosophy at Time + Tide and why we developed the Time + Tide Foundation. As an independently governed non-profit, the Time + Tide Foundation invests in the future productivity of wildlife economies through community and school-based learning.

How does it differ from sustainable tourism?

Sustainable tourism is about limiting one’s impact, ensuring operational and development processes are environmentally sound and responsible and making sure that one is a contributor to both the land, natural resources, community and biodiversity in one’s immediate areas of operation. Regenerative tourism takes those one or two steps further and includes the principle of participating in having a wider impact and recognising one’s responsibility in the long-term contribution tourism can have in an environment and community that one operates in. This is both the responsibility tourism has of ethical, sustainable, and low impact operations as well as the role that tourism has in engaging in a larger scale planning and contribution to long term processes or contribution to better forms of land use, procurement policies, community and stakeholder engagement, education, and influence one has in looking after these areas. Regenerative has a long-term improvement and role & responsibility as a core differentiator in its expectation of the role players and stakeholders.

Time + Tide have always operated with the understanding and consideration that our responsibility in the areas that we operate has a lot more to do with the way we operate, the example we set and the impact we have in the long-term improvement and progression of the areas and communities we operate in and have influence over. This is more regenerative and with a mindset of improvement, not just being sustainable.

Visit our regeneration hub

How separate are community and environment in regenerative tourism and can projects support one without the other?

In the areas that our industry operates in in Africa, the two cannot be separated at all. The immediate environments and biodiverse areas can only thrive if the community are the custodians and future of these areas. Understanding the important of protecting the wide-open spaces, the natural resources and biodiversity of Africa is fundamental to the long-term survival of the community and environment collectively. All “projects” need to connect in some way and have positive influence and impact in the big picture.

South Luangwa Sleepout, Time + Tide

How much of a problem is greenwashing with regenerative tourism?

Greenwashing is a problem any way you look at it. It is important that as an industry we collaborate on all aspects of what regenerative tourism stands for, the long-term protection and sustainability of the areas in which we operate and the future of the communities who are custodians of this land. Green washing benefits the individual in the short term but has long term reputational damage to our industry and has no contribution to the future of the areas and communities influenced. The tourism industry needs to collaborate on all things related to conservation and community and compete on the product only. Projects that contribute to protecting the future of conservation and communities is not a competitive advantage, it is fundamental that this is seen as a shared responsibility.

Are there key pillars of a successful regenerative tourism project?

Our four key pillars at Time + Tide are: community, conservation, sustainability, and local economies. Ensuring that all our efforts go towards the safeguarding of these wild and precious places, the people, the communities and the generations to follow. We have chosen to focus on female empowerment and ensuring that the education, health and contribution by the woman of Africa, in the areas that we operate, is progressed and promoted.

Have you got an example of a great project you’ve seen or worked on?

Our Project Oasis is a Time + Tide initiative designed to alleviate suffering and provide support to the internal team especially those who find themselves challenged to meet basic survival needs as a result of the impact of the pandemic.

Oasis is an internally focused strategy with the goal to help Time + Tide’s workforce especially vulnerable staff members with pressing needs. Resulting employee hardships are immediate and severe, and therefore the deployment of Oasis needs to be rapid and resulting processes and guidelines should allow for adaptability and responsiveness to variable conditions.

The goal and purpose of Oasis was to create income generating projects in areas that these small businesses could take shape and ultimately thrive.  The small income generating businesses were fish, crab and chicken farming in specific regions.

What is next in the area of regenerative tourism?

I believe that the next level of regenerative tourism is around real ownership – not just influence, benefit and contribution but real ownership of tourism businesses by the communities adjacent to the areas of operation.

How does this movement impact the tourism industry as a whole?

Tourism is a net contributor to the local economies by virtue of the employment at all levels, from the product to the services to the supplies and more. Tourism should be seen as the future of Africa as it is in no way extractive when built and operated around a regenerative model.

Visit our ecotourism hub

Photo: Mahajanga, Madagascar by iAko Randrianarivelo on Unsplash

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In 2021, over 3,500 farmers came together for a two-day festival in Hertfordshire called Groundswell. They were united by one overriding goal: a commitment to regenerative agriculture. In previous years the festival took place in one (albeit large) room – but this year, it was spread across multiple fields, with seven stages. Some people called it ‘the Glastonbury of farming.’

This surge in interest for Groundswell gives you an idea of how much traction the regenerative agriculture movement has gained over the past few years. But what does the buzzword actually mean – and how could it help save our planet?

What is Regenerative Agriculture?

There’s no set definition as such, but broadly speaking regenerative agriculture is a system of farming that seeks to benefit the environment. At its core is a commitment to soil health, with farmers aiming to disturb the soil as little as possible. In stark contrast with intensive farming, regenerative farmers view their land as an ecosystem and work with nature to protect it.

Though it’s come into the spotlight in recent years, this type of farming has its roots in traditional, small-scale methods, looking back to pre-war times when industrial chemicals weren’t around. Farmer and ecologist Allan Savory is often credited as a pioneer of the modern-day movement, having claimed in a 2013 online lecture that following its principles could ‘reverse climate change’.

Visit our regeneration hub

What Are the Benefits?

The main principles include avoiding tilling (turning over and breaking up the soil), protecting soil from water and wind erosion, growing a diverse range of crops and using grazing animals for natural fertilisation. Advocates argue all this has an abundance of benefits, including locking carbon into soil, benefitting ecosystems, improving crop health and encouraging biodiversity.

Yet for farmers looking to switch systems, there are challenges – mostly surrounding money. Currently farmers aren’t paid more for producing food to higher standards, and there are costs involved with changing methods. But things may be improving. As part of its plan to re-shape the farming landscape post-Brexit, the UK government is placing high importance on soil health, with farmers soon to earn up to £70 per hectare for ‘actions to improve the health of their soil’.

So could regenerative farming be the future? Yes, says Sue Pritchard, chief executive of the Food, Farming and Countryside Commission, who believes there are ‘hundreds of years of science’ to prove it. ‘Our research shows that a shift to regenerative agriculture will provide a net reduction of 66 per cent to 77 per cent of greenhouse gas emissions,’ she told the BBC. ‘The nature crisis and the crisis in health, and wellbeing and a green recovery following the pandemic, means that the whole of the farming system really does need to take up this challenge.’

MORE SUSTAINABILITY TERMS EXPLAINED:

Circular Fashion / Composting

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