What is it?
Having emerged in recent years, regenerative tourism is now recognised as the future for responsible travel. It's a holistic approach where local communities, environments and economies are considered. In simple terms, regenerative tourism aims to leave a place better than before and make a positive impact. Essentially to 'give back more than it takes'.
UK National Park's Vision
In 2024, UK National Parks set out a new vision for regenerative tourism. It's a collective ambition to help guide our thinking and our practices, working with partners, businesses and communities. To help develop and support tourism, our future focus includes:
- Measuring our impact – data, evidence and intelligence.
- Developing more resilient rural businesses.
- Supporting and promoting low carbon and carbon-free travel.
- Developing fully inclusive and accessible destinations.
- Developing nature-benefitting and low carbon experiences.
- Celebrating local distinctiveness and sense of place.
Regenerative Tourism Framework
Here at the North York Moors, we've developed a Framework to steer and guide the work we do. The points above have determined our own key considerations and recommendations for the future. In no particular order, these include:
- A place full of value: we need to encourage some visitors to contribute more financially, and develop more resilient rural communities. We need to maximise the multiplier effect of tourism spending, directing visitor activity to avoid economic leakage out of the NYMNP.
- Develop business support to align more closely with key NYMNP messaging, and develop the Champions’ scheme.
- Encourage businesses to increase their sustainability & stop green-hushing.
- Make more directed use of grant schemes to encourage innovation, accessibility and sustainability & achieve Management Plan & Business Plan objectives.
- Be realistic about reducing car travel & active travel – and make it easier. What’s realistic, feasible, credible? What routes and destinations can we promote?
- Create a focused plan and develop more specific activities to help change visitor behaviour.
- Enhance opportunities to enjoy nature experiences.
- Make it easier to do good and give back with the Make a Difference payback scheme and how you can help suggestions.
- Refresh the previous local distinctiveness project & encourage more local ambassadors, to help build communities. This will involve more focus on our Special Qualities, and business training to promote slower travel and more localized exploration.
- Be realistic about the opportunities to enjoy local, seasonal food – and make it easier.
- Make the North York Moors National Park a more aspirational destination – to attract all types of visitors and encourage more sharing with care.
- Develop clearer understanding of all target markets with specific key messages to appeal to each of them.
- Measure impact, keep refining and improving!
Activity already contributing
Some aspects of the Framework will require us to start from the beginning and develop over months and years. We've been working on some activities for some considerable time that contribute towards regenerative tourism. These include:
Promoting local food and drink
Taste of the North York Moors highlights the National Park's fantastic food offer, showcasing and telling the stories of producers and places to dine out.
Access for all
The North York Moors Tramper scheme offers hire of an electric all-terrain mobility scooter at six locations across the North York Moors.
Working with VisitBritain
Only promoting to no-fly overseas' markets. Gaining and sharing knowledge from partaking in Accessibility and Sustainability projects.
Volunteering opportunities
Installed 2 minute litter picking stations at our National Park Centres and car parks.
Activities to extend the season
The Dark Skies Festival (and Fringe) has just celebrated its tenth anniversary and continues to be hugely popular.
Promoting public transport and active travel
Cycling, wheeling, walking and public transport integrated into marketing campaigns. Activity friendly schemes running with Tourism Network businesses. A series of e-bike chargers installed throughout National Park.
Partnership work
Muslim Hikers and Mosaic project actively creating meaningful experiences for those who wouldn't ordinarily access the National Park.
Promoting health and wellbeing
Mindful Month is a celebration of events and activities to encourage people to experience nature, feel the connection of being in the outdoors and appreciate its positive impacts.
Visitor behaviour and understanding
Share with Care is our established responsible visitor messaging, welcoming everyone to the National Park and educating people on how to keep it special.
Contact details
If you'd like to know more about the Framework, or have any questions or thoughts about Regenerative Tourism, please email our Regenerative Tourism Manager, Emily Watson.