Article by Asif Hussain, PhD

Introduction

A holistic measurement of regenerative tourism requires focusing on both supply-side (what tourism operators, businesses, and communities provide) and demand-side (tourist behaviour, expectations, and satisfaction). Sustainable tourism often emphasises supply-side factors (e.g., resource use, pollution reduction), but regenerative tourism seeks to integrate and balance supply with demand by encouraging tourists to actively participate in regenerative efforts. Here’s why both are essential:

  • Supply-side focus: Without sustainable and regenerative operations on the supply side, tourism cannot mitigate its impact on local environments and communities, let alone contribute positively to regeneration. Supply-side indicators are essential to ensuring tourism operators and businesses operate sustainably and contribute positively to local environments.
  • Demand-side focus: Tourism sustainability hinges not only on what is provided but also on how tourists interact with destinations. By engaging tourists as co-contributors to regeneration (rather than mere consumers), destinations can promote more meaningful experiences and positive ecological or cultural impacts. Demand-side indicators focus on tourist behaviors and their willingness to contribute to regenerative efforts. This requires a combination of satisfaction ratings, activity participation rates, and feedback on authentic experiences.

Focusing on both sides ensures that regenerative tourism achieves its goals of fostering social-ecological health while creating satisfying, authentic, and ethical experiences for tourists.

Proposed supply-side indicators

Supply-side indicators are crucial for tracking and encouraging the shift towards regenerative tourism, focusing on the roles of tourism operators, businesses, and host communities in creating resilient, adaptive, and ecologically responsible tourism ecosystems. Each indicator serves to assess progress, motivate improvement, and validate the regenerative tourism model’s long-term viability.

1. Creating conditions for continuous renewal

To ensure that tourism infrastructure and practices remain adaptable and responsive to environmental and economic changes, regenerative tourism requires an ongoing commitment to renewal (Hussain, 2023). This means adopting systems that can evolve and support ecological and social well-being even as external conditions shift.

Measurement approaches

  • Adaptive infrastructure audits: Regular audits of tourism infrastructure (buildings, transport systems, energy sources) can assess flexibility and adaptability as identified by Boers and Cottrell (2007) and Hartman (2021). Audits will check whether these systems are designed for easy modification, repair, and alignment with ecological standards. For example, an audit might look at the energy systems in hotels to ensure they can integrate renewable sources or monitor whether buildings use sustainable materials.
  • Longitudinal surveys: Surveys conducted over time will track the development of adaptive, regenerative systems (Ryan et al., 2023; Tàbara, 2023). By collecting data at multiple points, stakeholders can analyse trends in infrastructure improvements, biodiversity gains, and shifts toward regenerative resources, assessing how these elements contribute to long-term sustainability.
  • Regenerative investment: Financial commitment to regeneration is vital, so tracking the resources allocated to projects like ecosystem restoration or community infrastructure ensures that regenerative tourism initiatives receive the necessary support (Bellato & Pollock, 2023; Dredge, 2022). For example, this might include measuring investment in local reforestation projects or in creating community centres that can adapt to different environmental and social needs.

Why measure it

Continuous renewal is essential for tourism to remain resilient in the face of environmental changes and economic fluctuations (Hussain, 2022; Hussain & Fusté-Forné, 2021b; Hussain, Fusté-Forné, & Simmons, 2021; Tegelberg & Griffin, 2024). Monitoring adaptive capacities and investments ensures that the tourism sector remains dynamic, contributing to long-term ecological health, economic stability, and social resilience (OECD, 2022). By creating conditions for renewal, destinations can evolve to meet challenges without compromising environmental integrity (Hussain, 2021; Hussain & Fusté-Forné, 2021a, 2022; Hussain et al., 2021).

2. Transcending new forms of tourism

To push beyond traditional tourism models and fully embrace regeneration, tourism operators need to adopt innovative, regenerative practices that prioritise ecological restoration and community well-being (Bellato, Frantzeskaki, & Nygaard, 2022; Dredge, 2022; Fusté-Forné & Hussain, 2022, 2023; Hussain, 2023; Hussain & Fusté-Forné, 2022; Hussain & Haley, 2022; Pollock, 2019; Simmons & Hussain, 2024). Transcending standard forms of tourism involves creating new models that support the destination’s unique characteristics and the holistic health of its ecosystems and communities.

Measurement Approaches

  • Adoption rate of new models: Measuring how many tourism operators integrate regenerative practices, such as agro-tourism, eco-tourism, or low-impact accommodations, gives insight into the industry’s willingness to innovate (Simmons & Hussain, 2024). This data can be collected through sectoral surveys or reviews of tourism offerings, evaluating the extent to which businesses embrace regenerative tourism approaches.
  • Community well-being assessments: Quantifying the effects of these new tourism models on local communities can be achieved through well-being surveys and assessments focusing on income, cultural preservation, and social benefits (Major & Clarke, 2022; Simmons & Hussain, 2024; Thurow, 2023). This approach evaluates the economic and cultural value regenerative models bring to the community.
  • Innovation index: Tracking investment in research, development, and implementation of regenerative tourism models provides a metric for innovation (Bellato & Pollock, 2023; Simmons & Hussain, 2024). This might include the number of eco-friendly technologies, green tourism initiatives, or conservation strategies adopted by tourism businesses in the area.

Why measure it

By transcending traditional tourism forms, regenerative tourism can address sustainable tourism’s limitations and promote innovation(Bellato & Pollock, 2023; Simmons & Hussain, 2024). Measuring these indicators provides insights into how well new models support communities, encourage cultural preservation, and drive ecological restoration, thus ensuring regenerative tourism leads to long-term community prosperity.

3. Flourishing in ever-changing conditions

In today’s global context, tourism businesses need to be resilient and capable of adapting quickly to crises, from environmental disasters to economic challenges. Regenerative tourism requires destinations to embrace change while maintaining their commitment to regeneration, meaning tourism businesses need the tools and support to remain robust and flexible.

Measurement approaches

  • Resilience training and support: Tracking how many businesses receive training on resilience, adaptability, and regenerative practices can indicate a destination’s readiness to manage unexpected challenges (Kotsios, 2023; Scheuch et al., 2021). These training sessions may include crisis management, sustainable resource use, and ecological restoration strategies (Paddison & Hall, 2024; Simmons & Hussain, 2024).
  • Crisis response time: Measuring the time it takes for tourism businesses to adapt during global crises like pandemics or climate disasters provides a tangible metric of resilience (Paddison & Hall, 2024; Wut, Xu, & Wong, 2021). A quicker response time indicates stronger adaptability and a greater likelihood of maintaining regeneration efforts even under strain (Laws, Prideaux, & Chon, 2007; Santana, 2004).
  • Environmental impact assessment: Assessing how well tourism businesses manage their environmental impact during crises (e.g., emissions reductions, support for local biodiversity) reflects their commitment to minimising ecological harm (Patterson & McDonald, 2004; Pegler, de Lemos, & Ranieri, 2024). These assessments can include monitoring emissions during high and low season periods or tracking community projects focused on biodiversity during times of crisis (Pegler et al., 2024).

Why measure it

The ability to flourish despite challenges is a core principle of regenerative tourism. Measurement ensures that businesses remain adaptable, resilient, and capable of sustaining regenerative efforts under various circumstances (Hussain & Haley, 2022; Pegler et al., 2024; Simmons & Hussain, 2024). This readiness will help destinations maintain ecological and economic balance in the face of changing conditions.

4. Economic stability with minimal environmental impacts

Regenerative tourism aims to strike a balance between economic benefits and environmental responsibility, creating a tourism model that supports livelihoods without compromising ecological health. Measuring this balance is crucial to understanding how well the tourism sector minimises environmental harm while fostering stable, sustainable economies.

Measurement approaches

  • Environmental footprint monitoring: Tracking metrics such as carbon emissions, water usage, and waste production allows destinations to monitor and reduce their environmental impact (Becken & Higham, 2021; Becken & Patterson, 2006). Advanced tracking systems, such as carbon accounting software, can assist in setting reduction goals and maintaining transparency (Conefrey & Hanrahan, 2024; Zhao, Li, & Duan, 2024).
  • Revenue vs. environmental impact ratios: Calculating the ratio of economic gains to environmental costs offers a quantitative assessment of whether tourism growth aligns with regenerative principles (Patterson & McDonald, 2004; Zhao et al., 2024). For instance, comparing tourism-related revenue with metrics like pollution levels or carbon offsets provides a clearer picture of whether economic activities are environmentally balanced (Lenzen et al., 2018).
  • Green economy metrics: Tracking revenue generation from regenerative or green jobs linked to tourism indicates the sector’s contributions to a green economy (Demirtaş, 2024; UNEP, 2012). This might include roles in eco-tourism, conservation, and green hospitality, demonstrating how tourism supports sustainable livelihoods (Cabral & Jabbour, 2020; Purohit, Khan, Hande, Krishanmurti, & D’Souza, 2024).

Why measure it

A regenerative tourism model must balance economic success with environmental responsibility (Day, Sydnor, Marshall, & Noakes, 2021; Fusté-Forné & Hussain, 2023; Hussain, 2021; Hussain & Fusté-Forné, 2021a). By measuring these indicators, destinations can ensure tourism growth benefits local economies while preserving ecological integrity, creating a stable foundation for long-term sustainability.

5. Production of pure, authentic, and genuine tourism products

Tourism products should be rooted in local culture, offering visitors a genuine and immersive experience while supporting cultural preservation and regeneration (Fusté-Forné & Hussain, 2023; Hussain & Fusté-Forné, 2022). Measuring the authenticity and cultural relevance of tourism products ensures that the experiences provided align with regenerative tourism’s goals.

Measurement approaches

  • Cultural impact studies: Conducting surveys and studies to understand how tourism affects local culture and heritage is key to ensuring that tourism supports cultural regeneration (Alamineh, Hussein, Mulu, & Taddesse, 2023; Hussain & Fusté-Forné, 2023; Hussain, Mandić, & Fusté-Forné, 2024). These studies can examine the effects on local traditions, language preservation, and cultural practices (Brooks, Waterton, Saul, & Renzaho, 2023; Hussain, 2019; Hussain et al., 2024).
  • Authenticity ratings: Visitor and local feedback on authenticity help gauge the cultural integrity of tourism products (F. Uslu et al., 2023; Yang & Wall, 2009). By collecting ratings and reviews, destinations can identify areas where cultural authenticity is successfully achieved and where it may need enhancement (Yang & Wall, 2009).
  • Local participation metrics: Tracking the number of local businesses and artisans involved in creating tourism products provides a measure of local engagement (Thammajinda, 2013; Thetsane, 2019). A high level of local participation reflects a tourism model that values and incorporates local skills and traditions.

Why measure it

Ensuring that tourism products are culturally authentic and community-based not only attracts visitors seeking unique experiences but also supports cultural preservation and pride (Guerra, Moreno, de Almeida, & Vitorino, 2022; Wikitera, 2006). Authentic experiences foster deeper connections between visitors and destinations, creating lasting benefits for both tourists and host communities (Rickly, Sharma, & Canavan, 2023).

Proposed demand-aide indicators

Demand-side indicators provide essential insights into the preferences, behaviours, and expectations of tourists, who play an increasingly active role in regenerative tourism. By focusing on visitor engagement with authenticity, ethical experiences, and participatory activities, these indicators help destinations and operators adjust their offerings to foster immersive, ethical, and activity-centred tourism experiences.

Here is a breakdown of each indicator identified by various literature mentioned above and its measurement approach, and the rationale behind its inclusion. The timelines shown in Table 3 are indicative only.

1. Originality and authenticity in tourism products

Tourists increasingly seek experiences that are unique to a destination, showcasing originality and rooted cultural authenticity (Kuon, 2011). The demand for such experiences reflects a broader shift toward meaningful travel that aligns with the principles of regenerative tourism (Rickly et al., 2023). Measuring originality and authenticity helps ensure tourism products remain appealing while supporting local cultural preservation and regeneration.

Measurement approaches

  • Visitor surveys: Surveys gather direct feedback from tourists regarding their perceptions of authenticity, originality, and cultural immersion (A. Uslu, Recuero-Virto, Eren, & Blasco-López, 2024; Wang, 2016). Questions might explore how unique they found the experience, whether they felt connected to the local culture, and if the product aligned with their expectations of an authentic travel experience (He & Timothy, 2024; MBIE, 2024b). This data helps identify which elements of a destination’s offerings are resonating with visitors.
  • New product introduction rate: This measures the frequency at which new, culturally authentic tourism products or experiences are introduced each year (Custódio Santos, Ferreira, Costa, & Santos, 2020; Komppula, 2001; MBIE, 2024a; Pillai, Carlo, & D’souza, 2015). For example, tracking the launch of locally crafted workshops, community-guided tours, or traditional culinary experiences can indicate how well the destination responds to the demand for fresh, original offerings. A high introduction rate suggests an active engagement with cultural renewal.
  • Consumer purchase behaviour: Analysing tourist spending on locally produced, culturally significant products provides insight into their preferences and the demand for authenticity. Higher demand for items such as handcrafted goods, locally grown food, or traditional arts suggests that tourists are seeking culturally rooted experiences.

Why measure it

Originality and authenticity in tourism products reflect a demand for genuine, immersive experiences that connect tourists with local traditions and ways of life (He & Timothy, 2024; Rickly et al., 2023). By monitoring these behaviours, destinations can tailor their offerings to maintain cultural integrity, enhance visitor satisfaction, and promote cultural regeneration. This alignment helps balance tourist expectations with the sustainable preservation of local culture.

2. Symbolic ethical experiences

Ethical experiences allow tourists to participate in tourism that benefits the destination’s social and ecological fabric (Godovykh, 2024). Many travellers today prioritise ethical practices, such as sustainability, conservation, and social responsibility, as part of their travel choices (Singh, Yu, Ariza-Montes, & Han, 2023). These preferences indicate a growing tourism market that aligns with regenerative values, fostering a shared commitment between visitors and the destination.

Measurement approaches

  • Ethical practice adoption: Surveys and booking data can reveal how many tourists specifically choose eco-friendly or sustainable experiences, such as staying in eco-lodges, participating in zero-waste tours, or supporting animal-friendly activities (Miller & Torres-Delgado, 2023; UNWTO, 2023). This data indicates the extent to which tourists are actively seeking ethical options and provides valuable insights into the popularity of these experiences.
  • Tourist engagement in ethics-based initiatives: Tracking the number of tourists participating in ethics-based activities, such as wildlife conservation, local charity work, or community service, helps assess their willingness to contribute directly to regenerative efforts (Dangi & Petrick, 2021; Hughes & Scheyvens, 2021; Paul & Roy, 2023). For instance, initiatives like volunteering at local farms or supporting marine conservation projects reflect the interest and engagement tourists have in ethical tourism practices.
  • Ethical experience reviews: Collecting feedback on ethical travel activities provides a qualitative measure of tourist satisfaction and perceived impact (Dias, Viana, & Pereira, 2024). Tourists might comment on how meaningful the experience felt or whether it inspired further ethical engagement (Nassani et al., 2023). This can help operators refine ethical experiences to better resonate with tourists and maximise positive impacts on the community and environment.

Why measure it

Measuring the demand for ethical experiences shows how aware and willing tourists are to participate in regenerative tourism activities as 76% want more sustainable options (Bennett, 2023). Understanding tourists’ commitment to ethical travel supports a balanced supply of ethical tourism options that align with visitor values, reinforcing the broader regenerative tourism model (Nassani et al., 2023). It also allows destinations to identify gaps in their ethical offerings and improve them to enhance both visitor satisfaction and environmental/social benefits.

3. Activity-centred experiences

Regenerative tourism aims to move tourists from passive spectators to active participants, involving them in activities that contribute to ecological or social regeneration (Dredge, 2022; Fusté-Forné & Hussain, 2022; Hussain & Fusté-Forné, 2021a, 2022). Activity-centred experiences not only engage visitors but also foster deeper connections between tourists and destinations, encouraging them to support local regeneration efforts over the long term (Fusté-Forné & Hussain, 2023; Pollock, 2019). Measuring engagement in these activities provides insights into the success of regenerative tourism in creating active, meaningful experiences (Bellato & Pollock, 2023).

Measurement approaches

  • Participation rates in regenerative activities: Tracking the number of tourists who participate in activities like tree planting, beach clean-ups, or cultural exchange programmes offers a quantitative measure of interest in regenerative tourism (Fusté-Forné & Hussain, 2022; Simmons & Hussain, 2024). These rates reflect the popularity of hands-on, purpose-driven activities and help assess how well the destination fosters active involvement in its regenerative initiatives (Fusté-Forné & Hussain, 2023; Simmons & Hussain, 2024).
  • Satisfaction ratings: Gathering satisfaction data on activity-centred experiences provides insight into the perceived value of these offerings from the tourists’ perspective (Bennett, 2023; MBIE, 2024c). For instance, tourists might rate their experiences in environmental conservation projects or community-led workshops. High satisfaction ratings indicate that these activities are well-received and fulfilling, enhancing the destination’s appeal and promoting repeat visits (Rehman, Abbas, Abbasi, & Khan, 2023).
  • Repeat participation an referrals: Measuring the percentage of visitors who return to the destination for further regenerative tourism activities shows the lasting impact of these experiences (Paddison & Hall, 2024; Simmons & Hussain, 2024). Repeat participation highlights the potential for building long-term connections between tourists and destinations, turning th
  • em into ongoing contributors to regeneration efforts (Bellato & Pollock, 2023). For instance, tourists who return each year to assist with reforestation efforts or cultural festivals indicate strong engagement with the destination’s regenerative initiatives. This will be complemented with continuous referrals from new and repeat customers (Arenas-Gaitan, Javier Rondan-Cataluna, & Esteban Ramirez-Correa, 2013; Walls, Shani, & Rompf, 2008)

Why measure it

Tourist engagement in regenerative activities is a core indicator of the success of regenerative tourism. By moving tourists from passive consumers to active participants, destinations can foster a sense of responsibility and ownership among visitors (Hussain, 2021; Paddison & Hall, 2024). Measuring these participation levels also provides feedback on how attractive these activities are and whether they effectively enhance the destination’s regenerative goals. When tourists are satisfied and return to participate in additional activities, it signals the success of regenerative tourism in creating impactful and enjoyable experiences.

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