Finland Joins Saudi Arabia, Costa Rica, and New Zealand in Making Tourism a Source of Restoration— A New Vision for Travel in 2025 and Beyond

Published on December 15, 2025

By: Paramita Sarkar

As global tourism continues to grow, the focus is shifting from simply sustaining destinations to regenerating them—a concept known as regenerative tourism. New Zealand, Costa Rica, Saudi Arabia, and Finland are at the forefront of this transformation, aiming not just to reduce the negative impacts of tourism but to actively restore and enhance the natural, cultural, and social capital of the places that attract visitors. This holistic approach goes beyond sustainability by creating net positive effects on the environment and local communities.

But what is regenerative tourism? In simple terms, it’s a tourism model that ensures travel destinations benefit from the industry, enriching the local environment, culture, and economy. Unlike sustainability, which focuses on reducing the negative effects of tourism, regenerative tourism actively works towards environmental restoration, cultural preservation, and community empowerment. While this concept is still evolving, several countries have made official commitments to embed regenerative practices in their tourism strategies, offering a model for others to follow.

What Is Regenerative Tourism?

Regenerative tourism isn’t just about minimizing harm—it’s about giving back more than it takes. It strives to restore ecosystems, revitalize local cultures, and empower communities through tourism. The goal is to create a positive feedback loop where tourism enhances the very things that attract visitors in the first place, such as natural landscapes, cultural heritage, and social well-being.

Despite its promising potential, measuring regenerative outcomes is still a challenge. Governments are working to develop metrics and standards for regenerative tourism, but these are not yet universally standardized. While some countries have made notable progress, much of the data available is linked to broader sustainable tourism or economic and environmental impact initiatives rather than directly to regenerative metrics.

New Zealand — Leading the Way in Regenerative Tourism

Government Stance and Key Initiatives

New Zealand is recognized as a global leader in regenerative tourism, with the government taking explicit steps to embed this concept into its official strategy. The Ministry of Business, Innovation & Employment (MBIE) and Tourism New Zealand have prioritized the transition to a regenerative tourism model.

The goal is clear: to ensure tourism protects, restores, and champions the country’s natural environment, culture, and heritage. This vision is part of New Zealand’s broader tourism strategy, known as the Tourism Growth Roadmap.

One of the core initiatives under this strategy is the Tiaki Promise, a government-backed pledge encouraging both visitors and locals to commit to caring for the land (whenua), sea, and nature. The word Tiaki means “to care and protect” in the Māori language, underscoring the deep cultural connection to the environment.

Key Statistics

• Tiaki Promise Awareness: 22% of the domestic population is aware of the Tiaki Promise, demonstrating a successful push to promote regenerative thinking among locals.
• Tourism Sector Productivity: Tourism GDP accounted for ~5.5% of New Zealand’s total GDP pre-pandemic, with a shift from visitor volume to value per visitor being a key focus.
• Protected Areas: Over 30% of New Zealand’s land area is protected, providing a solid ecological foundation for restoration efforts.

Top Tourist Attractions in New Zealand

1. Fiordland National Park – A UNESCO World Heritage site with stunning fjords and pristine landscapes.
2. Rotorua – Known for its geothermal activity and Māori cultural experiences.
3. Aoraki/Mount Cook National Park – Famous for its towering peaks and alpine beauty.
4. Bay of Islands – A picturesque region with rich history, ideal for sailing and exploration.
5. Tongariro National Park – A dual UNESCO World Heritage site, renowned for its volcanic landscapes.

Costa Rica — A Pioneer in Ecotourism Now Moving Towards Regeneration

Government Stance and Key Initiatives

Costa Rica is well-known for its decades-long focus on ecotourism, but the country is now transitioning towards a more explicitly regenerative model. The Costa Rican Tourism Institute (ICT) has been pivotal in this shift, aiming to make the country a key destination for regenerative tourism.

Costa Rica’s commitment to regenerative practices is most evident through its Certification for Sustainable Tourism (CST) program. While the CST has been around for years, its criteria are now being applied to fund businesses that actively contribute to conservation, community development, and regenerative outcomes.

Key Statistics

• Forest Cover: Over 52% of Costa Rica’s territory is covered by forests, and the country is a global leader in reforestation and ecological restoration.
• Renewable Energy: Nearly 100% of Costa Rica’s electricity comes from renewable sources such as hydro, geothermal, and solar, ensuring a minimal carbon footprint.
• Tourism Sector Contribution: Tourism accounts for ~6.3% of Costa Rica’s GDP, which supports a low-impact, nature-focused tourism model.

Top Tourist Attractions in Costa Rica

1. Manuel Antonio National Park – Known for its wildlife, beaches, and forest trails.
2. Monteverde Cloud Forest – A biodiversity hotspot perfect for hiking and nature tours.
3. Arenal Volcano – Famous for its geothermal activity and hot springs.
4. Corcovado National Park – One of the most biodiverse places on Earth.
5. Tortuguero National Park – A protected area known for its turtle nesting sites and vibrant ecosystems.

Saudi Arabia — Vision 2030’s Regenerative Tourism Projects

Government Stance and Key Initiatives

Saudi Arabia is using massive state funding to develop entirely new, regenerative tourism destinations under its Vision 2030 plan. The government’s Red Sea Global (RSG) initiative, formerly the TRSDC (The Red Sea Development Company), is building luxury resorts and destinations with an explicit mandate to be regenerative, going beyond sustainability to create a “Nature-Positive” tourism model.

By 2040, Saudi Arabia aims for a 30% net positive conservation benefit, ensuring that its tourism projects not only protect but also enhance the environment.

Key Statistics

• Net Conservation Benefit: Saudi Arabia’s goal is a 30% net positive conservation benefit by 2040, focusing on ecosystem restoration such as mangrove planting and habitat enhancement.
• Tourism Share of GDP: The country aims to increase tourism’s contribution to its GDP from ~3% to 10% by 2030, aligning economic growth with environmental goals.
• Biodiversity Restoration: 50,000 m² of new coral reefs are being created and restored in the Red Sea.

Top Tourist Attractions in Saudi Arabia

1. Al-Ula – A UNESCO World Heritage site known for its ancient rock art and tombs.
2. The Red Sea Project – A luxury resort area built with regenerative principles.
3. Riyadh’s National Museum – Showcasing the kingdom’s rich history and culture.
4. Diriyah – A historical district of Riyadh, being restored to highlight Saudi heritage.
5. Al Khobar Beaches – Popular for water activities and relaxing retreats.

Finland — Sustainable Travel and Regenerative Practices Through National Certification

Government Stance and Key Initiatives

Finland has integrated regenerative tourism through the Sustainable Travel Finland (STF) Label, a national program that promotes environmental and social responsibility. Visit Finland and Business Finland have led the way in ensuring that all destinations labeled under STF adhere to high standards of cultural preservation, community collaboration, and environmental stewardship.

Key Statistics

• Certified Destinations: Over 100 companies and 13 destinations have been certified through the STF program, demonstrating the widespread adoption of regenerative practices.
• Visitor Satisfaction: Finland consistently ranks high in visitor satisfaction and safety, which aligns with its regenerative tourism goals.

Top Tourist Attractions in Finland

1. Lapland – Famous for the Northern Lights and its connection to Santa Claus.
2. Helsinki – A vibrant city known for its art, architecture, and natural beauty.
3. Lake Saimaa – Offers serene landscapes perfect for boating and hiking.
4. Rovaniemi – The official home of Santa Claus and a gateway to Arctic adventures.
5. Turku Archipelago – A stunning group of islands ideal for outdoor activities.

Conclusion: A Global Shift Towards Regenerative Tourism

Countries like New Zealand, Costa Rica, Saudi Arabia, and Finland are leading the regenerative tourism movement, with official commitments to make tourism a force for environmental restoration, cultural preservation, and community empowerment. These nations are setting a new standard for sustainable travel, demonstrating that tourism can enrich both the environment and the local economy when it’s done right.

As the industry evolves, regenerative tourism is expected to grow, with more destinations adopting these principles. While the metrics for regeneration remain in development, the initial successes in these pioneering nations provide a blueprint for others to follow, ensuring that tourism can leave a positive, lasting impact on the world.