Why ReThink?
Nature-based destinations in the North face fragile ecosystems, seasonal pressure and changing demands. Many organisations understand sustainability, but need more practical ways to work with regeneration in real destination development.
What we do
ReThink is an international collaboration redefining the future of nature-based tourism in Northern Europe. Working across the NPA and Aurora regions, the project tackles real challenges—fragile ecosystems, strong seasonal shifts, and limited capacity—by developing new, practical ways of working. Building on proven initiatives like REGGAE and REGENERATE, Rethink turns knowledge into action. It brings together methods, insights, and experience into a hands-on toolbox and a shared strategic framework designed for Destination Management Organisations (DMOs).
Our Goal
The goal is simple: make regenerative tourism possible in practice—not just in theory. At its core, ReThink is about shifting the mindset. From minimizing harm → to creating positive impact. Tourism becomes a force for regeneration, strengthening ecosystems, supporting local communities, and building more resilient regional economies. At the same time, the project empowers small and medium-sized tourism businesses by increasing visibility, strengthening networks, and enabling new, co-created experiences. Collaboration is key. Through cross-border partnerships between national and regional actors, ReThink accelerates learning, shares proven solutions, and adapts them to different local contexts. The result is stronger destinations and greater impact, across regions. ReThink is not just a concept. It is a testing ground. By piloting regenerative practices in real settings, the project develops concrete, scalable models that can shape the future of tourism. Because the future of tourism is not about doing less harm. It’s about creating more value for nature, for people, and for place.