Driving Positive Change in Herefordshire’s Visitor Economy: Embracing Regenerative Tourism

As Herefordshire continues to develop as a distinctive visitor destination, there is an opportunity for tourism businesses and organisations to take a leading role in shaping a more resilient, inclusive, and environmentally responsible future. To support this, VisitEngland has launched the Regenerative Tourism Guide – a comprehensive toolkit designed to help businesses and destinations transition beyond sustainability towards regeneration: where tourism contributes positively to the health of local communities, economies, and ecosystems. For a rural county like Herefordshire – with its natural beauty, rich cultural heritage, and strong sense of place – regenerative tourism is highly relevant. It presents an opportunity to reinforce the local identity, protect our landscapes and biodiversity, and strengthen the connections between tourism and the wider community.

The PLANT Framework

At the core of the guide is the PLANT Framework, which will help you navigate the process of becoming a more sustainable and regenerative tourism business. It focuses on five interconnected themes:

• Prepare – Start here to note areas where you’re already well-informed or have initiatives underway as well as identify areas where you’d like to find out more.
• Learn – It guides you to bite-size learning that rounds out your knowledge and provides the framework for an action plan to make your business better.
• Act – It’s easy to talk about regenerative tourism, but without action, nothing changes.
• Nurture – Without proper care and attention, even the best-intended initiatives can fail. So, your efforts need regular review, refinement and sustained enthusiasm and application.
• Transform – You’ve taken action and now it’s time to publicise your efforts to whoever matters most to your business – staff, customers, potential customers, or even investors.

The framework is designed to be flexible and adaptable, whether you’re a small business, a destination manager, or a tourism stakeholder looking to make a positive impact.

A Call to Action for Herefordshire’s Tourism Sector

Consumer demand is shifting – visitors are increasingly seeking ethical, responsible and meaningful travel experiences. Whether you’re running a small B&B, a large visitor attraction, or managing a community tourism project, this guide offers tailored insights for everyone. By adopting regenerative practices, your business can, stand out in a competitive market, build deeper visitor connections and help lead the way in shaping a thriving Herefordshire visitor economy.

Don’t wait! Start your journey towards regenerative tourism today by exploring the guide – click below.