By *Azubah Adams
First, let me recognise the recent passing of my long-standing colleague, Ms. Sharon Francis. Ms. Francis and I taught together for many years. Her contribution to national development will be missed. I wish that her family and loved ones be comforted at this time.
In my previous articles, I explored the delicate balance between growing tourism in St. Vincent and the Grenadines (SVG) while protecting the very assets that make our destination unique. I also examined how a stronger partnership between agriculture and hospitality could redefine the visitor experience while creating greater opportunities for local farmers and entrepreneurs.
That conversation naturally leads to another concept that is rapidly shaping the future of global travel: regenerative tourism.
This is more than the latest industry buzzword. As SVG expands its tourism sector — with Sandals Saint Vincent increasing room capacity and Argyle International Airport attracting more international connections—we face an important question: Is simply sustaining what we have enough?
At the heart of regenerative tourism is a philosophy that shifts the focus from the volume of visitors to the value they bring. Rather than measuring success solely through arrival figures, it emphasizes cultural appreciation, environmental stewardship, and positive community impact as key indicators of sustainable growth.
A new way of thinking about travel
Around the world, travel preferences are changing. Increasingly, visitors are seeking experiences that are authentic, environmentally responsible, and socially meaningful. According to Booking.com’s Sustainable Travel research, a growing majority of travellers want their trips to leave destinations better than they found them.
Regenerative tourism responds directly to this shift.
Rather than treating a destination as a collection of hotel rooms, attractions, and beaches, regenerative tourism views it as a living ecosystem where nature, culture, communities, and the economy are deeply interconnected.
The goal is no longer simply to minimise tourism’s impact. The goal is to create a positive one.
This philosophy draws inspiration from regenerative agriculture, which seeks not merely to preserve farmland but to restore soil health, rebuild ecosystems, and increase biodiversity. Applied to tourism, the principle is similar: visitors should contribute to the long-term wellbeing of the places they enjoy.
Sustainable tourism versus regenerative tourism
Although the terms are often used interchangeably, they represent different ambitions.
Sustainable tourism asks one central question: How can we avoid causing harm?
A sustainable visitor might stay at an eco-certified hotel, reuse towels to conserve water, avoid damaging coral reefs, and dispose of waste responsibly. These are important practices that reduce environmental impact and help preserve natural resources.
Regenerative tourism asks a different question: How can tourism actively improve the destination?
Instead of simply avoiding damage to coral reefs, visitors might support coral restoration projects. Instead of purchasing imported products, they choose locally grown food, locally owned accommodations, and community-led experiences that keep tourism revenue circulating within Vincentian communities.
The difference is subtle but significant.
One seeks to maintain; the other seeks to restore.
Instead of being passive consumers, travellers become partners in strengthening local communities, protecting ecosystems, and supporting economic resilience.
This shift also requires businesses to think differently. Hotels and resorts move beyond reducing waste or lowering emissions. They become active participants in local development by purchasing from nearby farmers, supporting conservation initiatives, investing in cultural preservation, and creating opportunities for local entrepreneurs.
When tourism functions this way, everyone benefits. Communities become stronger, ecosystems healthier, and visitors leave knowing their holiday created lasting value.
What could this look like in SVG?
The opportunities already exist.
Mainland St. Vincent: connecting culture, agriculture, and community
On mainland St. Vincent, regenerative tourism can begin with the resources and traditions that already define our communities.
Our culture represents an important part of the visitor experience. Events such as Vincymas demonstrate how tourism can support a wider creative economy involving costume designers, seamstresses, musicians, performers, photographers, food vendors, and many others whose skills contribute to the celebration.
However, culture should not only be something visitors observe. A regenerative approach would create opportunities for deeper engagement through experiences such as costume-making workshops, cultural storytelling, local craft demonstrations, and interactions with the people who preserve these traditions. In doing so, tourism can help strengthen the creative industries while ensuring that more benefits remain within local communities.
Agriculture provides another opportunity.
For years, we have discussed agritourism as a way of diversifying our tourism product. Regenerative tourism takes this idea one step further by creating a stronger circular economy between farmers, businesses, and visitors.
Imagine hotels increasing their use of fresh produce from nearby farms using climate-smart agricultural practices. Visitors enjoying locally grown food would not simply experience fresher meals — they would help support Vincentian producers, encourage sustainable farming methods, and keep more tourism revenue circulating within rural communities.
Every meal could become an investment in local livelihoods.
This approach is not beyond our reach. Across Saint Vincent, farmers are already supplying fresh produce to hotels and restaurants, demonstrating that the foundation for a more regenerative tourism model already exists. Strengthening these partnerships would create greater opportunities for rural communities while making local agriculture a more visible part of the visitor experience.
The Grenadines: preserving island heritage and investing in the blue economy
Across the Grenadines, regenerative tourism must also recognise the value of our maritime traditions and coastal communities.
Our reefs, seagrass beds, and coastal ecosystems are among our greatest tourism assets, but they also face increasing pressure from yachting, marine recreation, and climate change.
A regenerative approach means protecting not only the natural environment but also the knowledge, skills, and traditions connected to it. In islands such as Bequia, traditional boatbuilding represents a unique part of our heritage and demonstrates the relationship between Vincentians and the sea. Supporting experiences that allow visitors to learn about these traditions, while ensuring local craftspeople benefit, can help preserve this important cultural asset.
At the same time, a regenerative model could link visitor contributions directly to community-managed conservation initiatives. Visitors could help support coral restoration, mangrove rehabilitation, marine education, and sustainable livelihoods for local fishers transitioning into eco-tourism.
The objective is straightforward: our marine environment and island communities should be stronger because tourism exists — not weakened by it.
Can it work?
Some may question whether visitors are willing to embrace this approach.
The evidence suggests they are.
Regenerative tourism is not about forcing travellers to participate in environmental projects. It is about designing experiences that naturally encourage positive contributions while attracting visitors whose values already align with responsible travel.
Across the Caribbean, several destinations are already demonstrating what this can look like.
In Negril, Jamaica, Rockhouse Hotel has built strong local supply chains while investing heavily in education through its charitable foundation, proving that even relatively small properties can generate significant community impact.
In Belize, resorts have partnered with national marine conservation initiatives, allowing visitors to directly support reef protection while enjoying world-class diving experiences.
Closer to home, Saint Lucia’s Jade Mountain has invested in coral restoration and environmental stewardship for decades, showing that luxury tourism and ecological responsibility can successfully reinforce one another.
Meanwhile, Castara Retreats in Tobago has built its tourism model around community integration rather than isolation, encouraging visitors to spend directly with local businesses and participate in village life.
These examples demonstrate an important lesson: regenerative tourism is not an abstract theory. It is already being practised throughout the Caribbean.
The next evolution of tourism
None of this suggests that sustainable tourism has failed.
Quite the opposite, sustainability remains an essential foundation; but today’s environmental, economic, and social challenges demand that we think beyond simply maintaining what exists.
Regenerative tourism represents the natural next step.
Instead of asking tourism to do less harm, it asks tourism to create more good.
For a destination like Saint Vincent and the Grenadines, that distinction could become a significant competitive advantage.
Looking ahead
Regenerative tourism aligns with the values that have always defined SVG.
Our greatest strengths have never been massive resorts or manufactured attractions. They have always been our people, our communities, our landscapes, and our authenticity.
By strengthening partnerships between tourism and agriculture on the mainland, while expanding community-led marine conservation throughout the Grenadines, we can build a tourism industry that creates lasting value for everyone.
Tomorrow’s travellers are increasingly looking for destinations where their visit leaves a positive legacy. They do not simply want to experience paradise — they want to help it thrive.
If we embrace regenerative tourism, SVG will not only remain one of the Caribbean’s most beautiful destinations. It can also become a regional leader in demonstrating how tourism can strengthen communities, restore nature, and create prosperity that lasts for generations.
* Azubah Adams is a hospitality and tourism development professional with a keen interest in sustainability.
The opinions presented in this content belong to the author and may not necessarily reflect the perspectives or editorial stance of iWitness News. Opinion pieces can be submitted to [email protected].