As global tourism rebounds to pre-pandemic levels, tourism in Denmark is also evolving, with more travelers embracing a sustainable alternative: regenerative tourism, which actively improves the destinations they visit.
Regenerative Tourism Gains Momentum Amid Overtourism Concerns
The tourism in Denmark has seen a strong resurgence since the COVID-19 pandemic brought global travel to a halt. Last year, international travel volumes returned to pre-pandemic numbers, and growth is expected to continue. However, many popular destinations are now suffering from the consequences of overtourism, including environmental degradation, rising emissions, and the displacement of local communities. More people are starting to think about how they travel, not just where.
Amidst these challenges, a new and more conscious travel trend is emerging: regenerative tourism. Unlike traditional sustainable tourism—which aims to minimize harm—regenerative tourism focuses on leaving a destination better than it was found. This shift encourages travelers to engage in local conservation efforts, support the local economy, and take part in initiatives that restore the environment. Travelers and tourists now want to give something back, instead of just taking memories home.
Positive Impact Over Passive Visits
Regenerative tourism builds upon the principles of sustainable travel. Instead of merely avoiding negative footprints, it asks visitors to actively contribute to the local community or natural environment through volunteer work, donations, or eco-focused activities. In Denmark, organizations and municipalities are beginning to experiment with this approach, particularly in areas where the natural landscape is a key tourist attraction.
One example is Nature Park Lillebælt, where a recent pilot program invited German and Dutch tourists to participate in marine restoration projects. Visitors helped plant eelgrass, built fish nurseries, and even caught invasive species like crabs to help protect local ecosystems. Not only did this create a unique travel experience, but it also fostered a sense of contribution and connection for the tourists involved.
High Interest from Conscious Travelers
According to Booking.com’s latest sustainability report, 69% of global travelers said they want to leave the places they visit better than they found them. This reflects a substantial shift in traveler motivation, as more people become aware of tourism’s social and environmental impacts.
This growing awareness has prompted the European Economic and Social Committee to encourage EU nations to promote regenerative tourism. From New Zealand to the Faroe Islands, countries and regions are integrating regenerative concepts into their tourism strategies. In New Zealand, the “Tiaki Promise” asks travelers to care for the environment and show cultural respect during their stay, while the Faroe Islands annually close tourist-heavy areas for a weekend to carry out maintenance with the help of international volunteers.
Denmark Joins the Movement
Denmark is seeing a surge in regenerative tourism initiatives. The capital region’s tourism board, Wonderful Copenhagen, introduced a program called CopenPay, which rewards tourists with free experiences when they perform eco-friendly actions like collecting trash in parks or biking instead of driving.
Elsewhere, in National Park Wadden Sea, visitors can participate in nature conservation activities such as improving conditions for rare butterfly species or learning how to support seal populations. These interactive experiences aim to educate tourists while simultaneously benefiting fragile local ecosystems.
Challenges in Adoption
Despite growing interest, implementing regenerative tourism is not without its difficulties. Many of the hands-on environmental activities require guide staff, special tools, and program development, which can be costly. Ensuring that tourists are willing to pay for experiences that require effort and participation continues to be a hurdle.
Experts in Tourism in Denmark recognize the importance of tailoring regenerative offers to balance economic feasibility with ecological benefit. They stress the need to “crack the code” on crafting experiences that tourists view as both enjoyable and meaningful—a challenge that will determine whether regenerative tourism in Denmark becomes a mainstream model or remains a niche alternative.
A Transformational Potential
With climate change and overtourism becoming pressing global issues, regenerative tourism offers a hopeful path forward. If developed and marketed effectively, it could reshape how we think about travel—from being merely an indulgence to becoming a meaningful exchange between visitors, communities, and the planet.
As one of the few approaches that aims not just to sustain but to improve travel destinations, regenerative tourism may well be key to ensuring that future generations can experience the natural beauty and cultural richness that travelers seek today.
