Regenerative Tourism
Discover how you can use Regenerative Tourism to support our communities, landscapes and economy through sustainable, visitor-led growth.
Driving Positive Change in Herefordshire’s Visitor Economy
Herefordshire is growing as a unique and welcoming visitor destination. Tourism businesses have a chance to lead positive change. Businesses can shape a future that is resilient, inclusive, and environmentally responsible. To support this, VisitEngland launched the Regenerative Tourism Guide. This toolkit helps businesses move beyond sustainability toward regeneration. Regenerative tourism benefits local communities, economies, and ecosystems. It is especially relevant for rural counties like Herefordshire. Our landscapes, heritage, and strong identity make us ideal for this approach. Regenerative tourism protects nature and culture while strengthening community connections. It offers a powerful way to grow tourism with purpose.
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.