A project aimed at transforming an emerging concept into an operating system capable of generating a real positive impact on the territory.
The Challenge
In recent years, the concept of regenerative tourism has gained relevance as a natural evolution of sustainability approaches. However, its practical application in the territory presents significant challenges.
In Navarre there was a solid base, built on previous initiatives and a clear orientation towards sustainability. However, some key limitations were also identified:
- Diverse and sometimes diffuse interpretations of the concept of regeneration
- Proposals with a strong component of purpose, but without a clear operational structure
- Difficulty in measuring and verifying real positive impacts
- Models focused on impact compensation, rather than value generation
The main challenge was therefore to move from concept to system:
To define a model that would allow the regenerative purpose to be translated into tools, processes and real experiences, applicable to the tourism fabric of the territory.
The Process
The project was designed with a clear focus: not only to define a strategy, but to create the conditions to make it operational.
To this end, the work was structured in three main lines:
- Definition of the conceptual and methodological framework
A clear model of regenerative tourism adapted to Navarre was developed, which made it possible to:
- To concretize the concept in operational terms
- Define specific criteria for experience design
- Establish a common language for all actors
This process made it possible to move from an abstract vision to an understandable, applicable and verifiable approach.
- Design proposal for the Regenerative Tourism Program
A structured programme and its implementation system were proposed, comprising:
- Governance and articulation of actors
- Education and training of the sector
- Experience creation and validation
- Communication and positioning strategies
- Impact measurement tools
This program is conceived as a progressive system, designed to guarantee coherence, continuity and scalability over time.
- Territorial activation and accompaniment
The project included direct work with the tourism ecosystem:
- Awareness and training sessions
- Co-creation of experiences workshops
- Individualized meetings and mentoring with entities
- Analysis and validation of proposals
This process made it possible to land the concepts in real proposals, activate key actors and generate an initial base of regenerative experiences in the territory.
5
Awareness and Training Sessions
31
Individualized meetings with entities
1
Development plan for tourism regeneration in Navarre
Conclusion
The development of this project has been a significant step in the evolution of the tourism model in Navarre.
Beyond the conceptual definition, the main value has been the construction of an operating system that allows regenerative tourism to be transferred to real practice.
The project highlights that while purpose, values and the will to change are essential, they are not sufficient on their own. Regeneration also requires structures, methodologies and processes that allow it to be made viable in real contexts.
In this sense, Navarre now has a solid basis to move towards a tourism model capable of generating tangible positive impacts on the territory, communities and ecosystems.
