Transforming the (tourism) world for good and (re)generating the potential ‘new normal’

Abstract

With or without the global COVID-19 pandemic to promote and envision a meaningful and positive transformation of the planet in general, and tourism specifically, a wake-up call is long overdue. The 300-years old industrial and modern paradigm of ruthless and selfish exploitation of natural resources has separated us from nature and ultimately ourselves to such an extent that the crises of our economic, political, environmental, social and healthcare systems do not come at any surprise. Yet, in juxtaposition to (post)modern pessimistic views, the positive transmodern paradigm shift with its holistic perspectives and practices can be observed. Led by ‘the silent revolution’ of cultural creatives, new worlds are emerging, although still kept at the margins. ‘Transformative travel and tourism’ as an ever-growing trend, appears to be an important medium through which these cultural creatives reinvent themselves and the world they live in. Inner transformation is reflected in the outer world. New ways of being, knowing and doing in the world are emerging as conscious citizens, consumers, producers, travellers, entrepreneurs, and community leaders are calling and acting upon the necessary transformation towards the regenerative paradigm and regenerative economic systems. Based on the natural cycles of renewal and regeneration, this circular approach is underpinned by regenerative land practices. The vision of connecting regenerative agriculture and transformative tourism is offered to reset the global tourism system for good.