The global tourism landscape is undergoing a profound transformation. As the impacts of climate change, over-tourism, and socio-economic inequalities become more evident, there is a growing international focus on sustainability and regeneration. This shift brings both challenges and opportunities—especially for countries like Poland, where tourism plays a vital role in shaping local economies and cultural identity. In the Baltic Sea region, where ecological sensitivity meets rich heritage and vibrant coastal life, regenerative tourism presents a compelling alternative to traditional growth-driven models.
For Poland, embracing regenerative tourism means more than aligning with EU policy frameworks—it marks a strategic step towards building long-term destination resilience, vitality, and inclusivity. While the European Union’s Transition Pathway for Tourism and other green transition initiatives provide a solid foundation, true transformation happens on the ground—through the actions of local stakeholders, regional authorities, and national tourism organisations. In this context, regenerative tourism offers a forward-thinking approach, one that goes beyond minimising harm to actively enriching the places we visit and the lives of the communities who live there.
The Pomorskie Tourism Board (PROT), as one of the coordinators of the EU Strategy for the Baltic Sea Region’s (EUSBSR) Policy Area Tourism – together with the Council of the Oulu Region in Finland – plays a central role in advancing this agenda. Their ongoing efforts to promote sustainable and inclusive tourism development across the macro-region are gaining visibility and impact. One of the key milestones in this process was the Baltic Sea Tourism Forum 2025, which took place in Gdańsk in October 2025. As the 17th edition of this flagship event, the Forum gathered policymakers, tourism professionals, academics, NGOs, and entrepreneurs to exchange ideas, showcase best practices, and co-create strategies for a more responsible and regenerative tourism sector across the Baltic Sea region.
At its core, regenerative tourism is about leaving a place better than we found it. This approach builds on sustainable tourism by placing equal emphasis on environmental restoration, social cohesion, and cultural continuity. In the Polish context, this could mean restoring coastal habitats, promoting off-season and nature-based tourism, involving communities in tourism planning, and supporting circular local economies where benefits remain in the region. It also means creating authentic experiences that revive local crafts, culinary traditions, and intangible heritage—offering visitors genuine ways to connect with both place and people.
Our strength lies in our ability to adapt global ideas to local realities. While Poland may not yet be seen as a pioneer in regenerative tourism, we are quick to learn—and our varied natural landscapes, from serene lake districts and ancient forests to lively seaside towns, provide ideal conditions for such development. We are open to learning from international experiences and eager to share local innovations within our tourism ecosystem. In fact, many Polish tourism actors are already working in ways that reflect regenerative principles, even if they don’t yet call them that. Local entrepreneurs, cultural organisations, NGOs, and municipal leaders are often deeply committed to protecting nature, nurturing social bonds, and reinforcing community identity—all of which are at the heart of regenerative tourism.
The role of EUSBSR PA Tourism coordinators and the Pomorskie Tourism Board is particularly significant in consolidating these efforts and making them visible. By aligning regional and local tourism strategies with broader EU priorities, they help foster policy coherence, leverage funding opportunities, and support capacity-building across the Baltic Sea region. Their focus on integrated approaches that prioritise both environmental integrity and human well-being is helping to redefine what “successful tourism” means in the 21st century. This is not just about economic returns, but about creating a tourism model that adds value to communities and ecosystems alike. It is about shifting from extraction to contribution.
Poland’s rich history, living traditions, and natural beauty offer an inspiring setting for regenerative tourism. From the dramatic coastline of Gdańsk and the forests of Kashubia to the historic towns of Warmia and Mazury, the region is ripe for immersive, slow-paced, and meaningful travel. These types of experiences not only deepen visitors’ connection with destinations but also boost local pride, strengthen economies, and support environmental care.
Looking ahead, Poland’s growing engagement with regenerative tourism—especially within the Baltic Sea region—offers a valuable chance to take a leadership role in this emerging field. By learning from international pioneers, encouraging cross-sector collaboration, and drawing on the creativity and commitment of local actors, Poland can help shape a truly future-proof tourism model. One that supports the well-being of people and the planet while celebrating the uniqueness of each place.
This regenerative path not only reflects the strategic priorities of the European Union but also aligns with the values and expectations of today’s travellers, communities, and tourism professionals. It envisions a form of tourism that gives back more than it takes—and, in doing so, helps build a more resilient, inclusive, and inspiring Baltic Sea region.
Magda Leszczyna-Rzucidło
Dr., Director of International Cooperation, EUSBSR Policy Area Tourism Coordinator
Pomorskie Tourist Board
Poland
m.rzucidlo@prot.gda.pl
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