From Sustainability to Regeneration: Britain’s Tourism Shift
Written by Malana VanTyler
As travel rebounds, destinations are looking beyond sustainability. The new goal? Regeneration: not just preserving a place, but leaving it better than before. Gavin Landry, International Director of VisitBritain, explains how the UK is putting regenerative tourism into practice in a recent Q&A with Noble Studios
From Less Harm to More Good
Landry draws a clear distinction between sustainability and regeneration. “Sustainable tourism asks, ‘How can we do the least harm?’ Regenerative tourism goes further and asks, ‘How can we do the most good?’” he says. By linking development and product decisions to travelers, each journey can contribute meaningfully to communities and landscapes.This approach, he notes, is resonating most with younger visitors.
“They tend to stay longer, travel slower, and seek immersive, hub-and-spoke-style adventures.”
Concrete Actions Across the UK
Visit Wales invites visitors to sign a voluntary contract pledging responsible travel. Scotland works with tour operators committed to long-term regional benefit rather than short-term volume. And in Northeast England, overlooked assets are being revitalized through investment and a five-year stewardship plan guided by a Regenerative Tourism Guide.Even heritage sites are managed with resilience in mind. “Stonehenge now uses timed ticketing and works closely with operators to manage flow,” Landry says. “Meanwhile, nearby Avebury remains intentionally ‘de-marketed’ to reduce pressure.”
Managing Overtourism
Capacity management, Landry acknowledges, is “more art than science.” In Bath, group tours are scheduled for afternoons, so mornings remain open to independent travelers. Attractions are also extending seasons into September and October, easing pressure during peak months while improving the visitor experience.Film as a Driver of Regional Growth
Screen tourism has proven one of VisitBritain’s most effective strategies. “Pop culture inspires travel, and more than 90% of potential visitors want to see filming locations,” Landry explained. Through the Starring GREAT Britain campaign, shows and films like Bridgerton, Harry Potter, and Mission Impossible are helping to disperse visitors, extend their stays, and even attract new markets.Harnessing AI and New Technology
Technology is also shaping Britain’s regenerative approach. “Internally, VisitBritain has trained a language model to analyze open-ended survey responses, reducing analysis time from weeks to just days,” Landry says.Externally, AI helps produce timely social-first content tied to cultural moments, such as Taylor Swift’s UK legs of the Eras Tour, that keep Britain top of mind while supporting visitor dispersal.
Equitable growth is another priority. Landry pointed to VisitBritain’s Tourism Exchange Great Britain (TXGB) platform, which connects local suppliers with global distributors. “This model, inspired by a similar system in Australia, allows even small, domestic-facing attractions to access international markets,” he says.
A Singular Takeaway: Authenticity
For Landry, one word captures the UK visitor experience: “Authentic.” Whether it’s stumbling upon a hidden pub, meeting a local, or discovering something unexpected, Britain’s most memorable moments are those that feel real.From heritage protection to AI-driven marketing, Landry’s message is clear: regenerative tourism is not about volume, but about stewardship. The ultimate goal, he said, is ensuring “that both the visitor and the visited emerge better off.”
