Tourism has long been celebrated for its economic benefits, driving 9.1 percent of global GDP at just over $9.9 trillion in 2023, supporting nearly 330 million jobs worldwide, fostering cultural exchange and uniting nations besides serving as a powerful engine for economic growth and development.
Yet, beneath the glossy surface lies an industry at odds with the planet’s ecological limits. Tourism is responsible for approximately 11 percent of global greenhouse gas emissions and absorbs up to 7 percent of water usage in island destinations, straining water supplies in areas that are already facing scarcity. And, even as 80 percent of all tourism is concentrated in coastal areas, the very same destinations will disappear due to rising sea levels in the not-so-distant future.
Earth is no stranger to environmental upheavals, and humans often forget that we are merely one link in the planet’s vast chain of life—not its center. If we travel back in time—about 250 million years to be exact—the planet endured one of its most catastrophic events, known as the “Great Dying” or the Permian-Triassic extinction. In what amounts to a geologic blink of an eye, nearly 90 percent of all life on Earth vanished, reshaping the course of our evolution.
Today, humanity faces a similarly existential environmental crisis, albeit self-inflicted. In 2024, EarthOvershoot Day—the point at which our resource consumption exceeds the planet’s capacity to regenerate—fell on Aug. 1, reminding us again that we are recklessly hurtling toward a tipping point. The tourism industry, both a significant contributor to and victim of environmental damage, stands at a critical crossroads. Yet, given its vast global reach and influence, the industry is uniquely positioned to drive change on a scale few others can match.
The pressing question remains: can the industry reinvent itself in time to prevent further catastrophe? And, if yes, could emerging tech hold the answer?
Regenerative tourism, by contrast, offers a fundamentally different vision. It is not about simply reducing harm; it is about restoring and healing the places we visit.
Regenerative Tourism: Beyond Sustainability
For years, “sustainable tourism” was the industry’s mantra. It aimed to minimize damage—reduce water use, limit waste, and offset carbon emissions. But the stark reality is that sustainability, as it has been practiced, has fallen woefully short. In many cases, it has been reduced to little more than greenwashing—a convenient marketing tool that papers over deep systemic flaws.
Regenerative tourism, by contrast, offers a fundamentally different vision. It is not about simply reducing harm; it is about restoring and healing the places we visit. Regeneration is a proactive approach that seeks to leave ecosystems, communities, and cultures better than before. It is a shift in thinking and transition towards business models that give back more than they take.
Regenerative business models are not inspiring concepts; they are strategic imperatives for every business that wants to survive and stay competitive in the next decade. Achieving this ambitious transformation will require a concerted effort to align technological advancements with sustainable practices. The adoption and integration of emerging technologies, such as Artificial Intelligence (AI), Machine Learning, Data Analytics, Blockchain, Virtual Reality (VR), Sustainable Aviation Technologies and Biotechnology, holds the potential to revolutionize the industry.
The second imperative is time—specifically, how swiftly we can deploy these transformative technologies on a massive scale. Rapid and effective implementation is crucial; the window for reversing environmental damage and fostering a regenerative tourism model is narrowing.
Regenerative business models are not inspiring concepts; they are strategic imperatives for every business that wants to survive and stay competitive in the next decade.
Aviation
The aviation industry is responsible for 2.5 percent of global CO2 emissions and is seen as one of the most difficult sectors to decarbonize. Sustainable aviation fuels (SAF), heralded as a game-changer, still account for less than 0.1 percent of all jet fuel used. At this rate, the industry is far from achieving the transformation required to align with global climate goals.
But here is a potential game-changer: AI algorithms can significantly enhance SAF production by optimizing feedstock selection, improving process efficiencies, and predicting operational adjustments in real time. For instance, AI can analyze complex datasets to identify the most cost-effective biomass sources and optimize conversion technologies. Companies like LanzaTech are already using AI to improve their biotechnological processes for converting industrial emissions into SAF.
Blockchain technologies also play an important role in making the aviation industry greener and more transparent. A notable example is AirCarbon, a platform dedicated to the trading of carbon credits using blockchain technology. It aims to create a transparent and efficient marketplace for carbon credits, including those related to aviation, by providing a secure and immutable record of transactions.
Blockchain technologies also play an important role in making the aviation industry greener and more transparent.
Destinations
The tourism industry is not short of destinations going above and beyond sustainability. They are also the first pioneers in implementing regenerative business models and integrating emerging technologies to scale up the processes.
The Red Sea Project in Saudi Arabia focuses on preserving and restoring marine ecosystems, including coral reefs, and is designed to have zero waste and zero carbon emissions. IoT sensors are used to monitor various environmental metrics, such as water quality, waste management, and energy consumption. This data is crucial for making adjustments and optimizing operations to reduce the environmental impact.
The Guanacaste Conservation Area and Osa Peninsula in Costa Rica are other notable examples where tourism activities are designed to support reforestation, wildlife protection, and community development. Real-time tracking and impact assessments powered by Internet of Things (IoT) sensors and Data Analytics allow users to monitor and optimize their environmental footprint.
Hospitality and Gastronomy
AI and Machine Learning can optimize supply chain management for hotels and restaurants, reducing food waste and ensuring that locally sourced, sustainable ingredients are used. A startup in Switzerland called Kitro is leveraging the use of AI technology to track food waste. With an IoT device and scale, it automatically captures data on all the food being wasted in commercial kitchens and provides personalized analytics dashboards that empower users to make informed decisions. The company claims to be able to reduce food waste by 60 percent, increase food profit margins by 8 percent and lower the carbon footprint of its clients.
Several major players in the hospitality industry, including Hilton, Marriott and Accor, are already harnessing blockchain technology to enhance their supply chain management. By implementing blockchain, these brands are able to track and verify the authenticity of goods and services, thereby ensuring the quality and reliability of their supplies.
Additionally, blockchain is making waves in the cultural sector through innovative applications like tokenization. Quantum Temple, for instance, creates digital tokens that represent physical cultural artifacts and artworks. This approach securely records provenance and ownership, protecting cultural heritage and offering new revenue streams for artists and cultural organizations.
Immersive Experiences
AI-driven personalization can tailor travel recommendations to align with regenerative principles, helping travelers choose activities that positively impact local ecosystems and communities. For instance, Amadeus AI-driven platform analyzes travelers’ preferences and suggests eco-friendly accommodations, responsible tourism activities, and local conservation projects.
Another notable example is the MagicBand Technology developed by Disney. It is an IoT-enabled wristband that enhances the theme park experience by allowing guests to access park attractions, make purchases, and manage their schedules. The technology also collects data to optimize park operations and improve guest satisfaction.
Conclusion
The time for bold, strategic action is now. Regenerative tourism, underpinned by emerging technologies, offers the best path forward. It’s no longer enough to mitigate harm. The industry must embrace its role as a steward of the planet, taking a regenerative approach that actively restores ecosystems and uplifts communities. Time is running out—but with the right leadership, and with the use of emerging tech, the industry has the power to help heal the world, rather than destroy it.
(Aradhana Khowala is a leading figure in travel, tourism, and hospitality. Currently the CEO of Aptamind Partners. She previously led tourism at NEOM and chaired the Group Advisory Board for Red Sea Global in Saudi Arabia).
Disclaimer: The views and opinions expressed in this Op-Ed are solely those of the author and do not necessarily reflect the official policy or position of TRENDS.