Europe is the world's most popular travel destination, offering a rich tapestry of cultures, landscapes, and stories that bring us together. While many come for the iconic sights or the joy of discovery, tourism in Europe reaches far deeper than leisure. Across the continent, it breathes new life into rural towns, strengthens communities, and restores the delicate balance of our nature. It connects people to place, and places to purpose. Tourism helps Europe thrive. Through stories from European destinations, we showcase how the travel sector can give back: supporting what we cherish, enriching communities, and shaping a more sustainable and inclusive future for Europe.
Regenerate – A new way to welcome visitors in Reykjanes In Iceland, tourism brings energy. It brings jobs. It also brings pressure, especially in places where nature is fragile and communities are small. Reykjanes, located near Reykjavík and characterised by its volcanic landscapes, is one of those places. Many travellers pass through. Not all of them slow down. Not all of them connect with local life. REGENERATE started with a simple idea: a place that is great to visit should also be a place that feels good to live in. The project is building a new kind of welcome within the Reykjanes UNESCO Global Geopark. It is a “travel hub’’, not just a visitor centre. It is a meeting point where information, learning and local experiences come together. Here, visitors can understand the landscape, not only photograph it. Businesses can collaborate instead of competing alone. Local people can help shape what is offered and how tourism behaves. Training, tools and shared projects help the region steer tourism in a way that fits its pace and its limits. And tourism is part of the engine. When visitors choose local experiences and services, they support local jobs and help keep value in the region. In the end, travel becomes more balanced: better for residents and for the visitors.
Midlands Trail Network – From peatlands to people-powered trails In the Irish Midlands, the boglands carry a long memory. For decades, parts of this landscape were shaped by peat extraction. Now a new chapter is being written, not with machines, but with footsteps and bike wheels. The Midlands Trail Network will create a universally accessible walking and cycling route of around 48 kilometres. It connects Athlone to Tullamore, passing places that already draw visitors for nature and heritage, including Clonmacnoise and Lough Boora Discovery Park. Other links connect Lanesborough in County Longford towards the Royal Canal Greenway, helping build a wider network across the region. The experience is designed to be easy to use and high quality, with new sections and upgrades to existing trails to improve comfort and access. It also invites visitors to notice the landscape’s transformation: cutaway bog areas that have become valuable habitats, with wildlife returning over time. In places, the route sits close to rehabilitated bogland, showing how a former industrial site can become a haven for plants, birds and animals. Tourism is central to the project’s success. When walkers and cyclists come, they create demand for cafés, stays, guiding and local services. That visitor income supports jobs, helps maintain the route, and keeps communities connected to a landscape that is changing, and worth exploring again.
La Petite Boîte – The stylish way to cut food waste In Monaco, evenings are made for eating out. A table in Monaco-Ville. A view. A slow walk after dinner. And then, at the end of the meal, a small familiar moment: something is still on the plate. Not because it wasn’t good – because it was too much to finish. La Petite Boîte was created for that moment. Instead of leaving food behind, participating restaurants offer an attractive takeaway box so guests can bring leftovers with them and enjoy them later. The initiative also includes a solution for unfinished bottles, so good products are not wasted. Launched by the Municipality of Monaco, the project was introduced across restaurants, with a strong focus on Le Rocher, one of the most visited areas, where many travellers eat after sightseeing. This is where the idea is seen, used, and remembered. The project works because it is easy. No big changes. Just one simple question at the end of the meal, and a better ending for the food. And tourism is central. Visitors make the model possible: when travellers request La Petite Boîte, restaurants keep ordering it, keep offering it, and keep the habit normal. One request is small. Repeated across thousands of meals, it becomes part of the Monaco dining experience and a small habit that can travel home too.
google.comReviving Through Discovery – Where dinosaur tracks bring a valley back to life In the Świętokrzyskie Mountains of Poland, a story about the past has reshaped a valley’s future. When geologists confirmed dinosaur tracks near Bałtów, local people saw more than stones. They saw a chance to bring visitors, jobs and pride to a rural area that had few options. From this idea, JuraPark Bałtów, the country’s first dinosaur park, grew. Life-size reconstructions based on science show what once walked here. Around them, a wider Bałtów Tourist Complex has taken shape: a dinosaur museum, Poland in Miniature, outdoor science workshops, a beekeeping village, a safari park and nature-based activities such as cycling routes and “questing” trails. Nature and culture both matter here. The park protects key palaeontological sites and supports biodiversity projects, including care for endangered species like the European bison. Festivals such as the Bee Festival turn big themes into fun, easy moments for families. Education is at the heart of the work. Children join palaeontology workshops, museum lessons and outdoor classes that build respect for the environment. Most staff come from nearby communities, local suppliers are involved, and many young people get their first job here, with year-round employment growing over time. Tourism makes this model real. Tickets, stays and activities keep funds circulating locally, support ongoing improvements in waste and energy use. This helps Bałtów prove that a park can repair, not just consume, nature.
google.comReTour – From coastal destinations to places that thrive In Lithuania’s Klaipėda Region, the Baltic coast is wide and open. Dunes, wetlands and fishing villages sit close together, shaped by wind, water and everyday life. It is a place people come to breathe. But it is also a place that can be fragile, especially when tourism is concentrated into a short summer season. ReTour is helping the region take a different path. Instead of chasing volume, the project supports a tourism offer that strengthens nature and communities, and keeps value close to home. It is built around regenerative tourism: not only reducing impact, but using travel to restore what makes the place worth visiting in the first place. The work starts locally. Tourism businesses, community actors and destination partners come together to define what “regenerative” should mean here, in this landscape. They draw inspiration from tested approaches and then try new ideas on the ground in Klaipėda Region. New experiences are being developed and refined, rooted in local nature, traditions and real coastal life, with practical tools that help small businesses measure progress and improve sustainability step by step. The aim is to make Klaipėda Region thrive year-round. More meaningful experiences. Stronger local livelihoods. Healthier coastal and wetland areas that stay vibrant for generations. Tourism helps make this possible. When travellers choose experiences that give back, they support local jobs, encourage better visitor behaviour, and help protect the very places they came to enjoy.
google.comLūznava Manor – A heritage that brought a region together In eastern Latvia, in the Latgale region, small towns and villages have faced a hard reality: people leaving, jobs disappearing, and places slowly falling quiet. Lūznava Manor is part of a different story, one where heritage becomes a reason to stay, meet, and start something new. Built in 1911, the manor is a rare example of the Romantic Art Nouveau style and a national architectural monument. For years, it risked becoming just another beautiful building with closed doors. Instead, it was reimagined through active heritage management: restored, opened, and turned into a place that serves today’s needs. Now, the manor hosts high-quality cultural events and welcomes travellers not as passive spectators, but as participants. It offers co-creation spaces, encourages partnerships, and supports new ideas, including social entrepreneurship, by acting as a local platform where different sectors can meet and cooperate. The manor is not “a museum piece”. It is a living place that improves the quality of life in a rural area: culturally, socially, and economically. And tourism is part of what keeps it moving. When travellers come for events, exhibitions, and experiences, their spending helps fund maintenance and programming. Each visit supports the manor’s daily life, and helps the wider region feel active and connected again.
google.comStay and Regenerate – A visit that helps nature recover Biovilla sits inside Arrábida Natural Park, near Palmela in Portugal. It started with a simple question: Can a holiday be more than just leisure? Can it also help? At Biovilla, that idea is built into everyday experience. Guests wake up surrounded by nature and follow a slower rhythm that encourages reconnection with the outdoors. Meals are organic and plant-based, prepared with ingredients grown on site. Days include guided walks through the park, workshops and retreats in open air. The atmosphere is calm and grounded, designed to feel both restorative and real. What makes Biovilla a best practice is that tourism directly supports long-term work beyond the stay. Revenue helps fund tree planting with native species and other nature-based projects in and around the park. This contributes to landscape recovery and local biodiversity. It also supports community programmes focused on education, training, and inclusion, ensuring that benefits reach beyond visitors and strengthen the surrounding area. This creates a clear, practical link between travel and action. A booking is not only a purchase – it becomes a contribution to conservation and community development. Visitors do not simply arrive, enjoy, and leave. Their presence helps sustain the project, support local livelihoods, and reinforce protection for the natural environment. Biovilla demonstrates how travel can be truly meaningful. A stay that restores guests while supporting the place that hosts them.
google.comSaaremaa – Estonia’s island where nature sets the pace On Saaremaa, Estonia’s biggest island, the air feels different. The coastline opens wide. Juniper fields stretch out. Forest paths lead to quiet viewpoints. Life moves a little more gently here, and that is exactly the island’s appeal. Saaremaa brings nature, culture and community together in a way that feels real, not staged. Part of the island sits within a UNESCO Biosphere Reserve, where heritage and nature protection go hand in hand. In 2023, Saaremaa was recognised with a Green Destination Gold Award, reflecting long-term work by the island and its businesses to care for what makes this place special. The visitor experience is built around simple pleasures. Hiking trails and coastal routes make it easy to explore landscapes rich in birds and biodiversity. Cycling is encouraged, with bike-friendly services, charging points for electric vehicles, and public transport that supports car-light holidays. Food is part of the story too. Restaurants and cafés work closely with farmers, fishermen and small producers, serving seasonal dishes that taste of the island. Culture is not an “extra”. It’s lived. Markets, festivals and traditions run through the year, sharing crafts, music and local customs with guests. And tourism is behind it all. When travellers eat local, join activities, and stay with responsible providers, they support small businesses and help Saaremaa keep delivering high-quality experiences, while staying calm and welcoming.
google.comCopenPay – Small actions, city rewards In Copenhagen, many visitors want to do the right thing, but they don’t always know how. CopenPay starts with a simple twist: the city asks for action, not money. People can “pay” by doing something positive, like picking up litter, choosing low-impact transport, or joining a community event. In return, they receive access to local experiences, treats, or cultural activities. This creates a different kind of city break. It turns everyday choices into a shared moment between guests and locals. It brings people into parks, streets and neighbourhoods, not just the famous sights. It also makes visitors feel part of the place, even for a short stay. CopenPay has already reached scale. More than 25,000 people have taken part, with 98% satisfaction. Many don’t stop at one action. Around 7 out of 10 participants reported changing habits afterwards, for example, cycling more or reducing food waste. What makes it a best practice is that it is fun, easy, and visible. It rewards responsible travel. It shows that tourism can leave a city better than it found it, through small actions repeated many times. And tourism is the engine. Travellers helps create the impact, and the more people take part, the more the city can offer back.
google.comHolidays in Historic Buildings – Saving Swiss heritage Across Switzerland, many historic houses sit quietly on village streets and in mountain valleys. They are part of the landscape, but when they stand empty, they start to fade. Ferien im Baudenkmal (Holidays in Historical Buildings) steps in before that happens. Since 2005, the foundation has taken over abandoned buildings, restored them with care, and opened their doors again as holiday homes. A stay here begins with a small surprise: travellers are not looking at heritage; they are living in it. Each house has its own unique character, featuring wooden steps, thick walls, and handcrafted details. It feels slower and more real than a standard hotel. And it is still comfortable. Modern kitchens and bathrooms are added quietly, so history remains the main character. This is also a project about people. Restoration work is carried out with local architects and craftspeople, keeping traditional know-how alive and supporting regional jobs. The guiding idea is simple: keep what exists and make it work for today. That means fewer new materials, less waste, and more places saved. Travellers make this possible. Their bookings cover the cost of day-to-day care. Donations support the bigger restorations. Each stay elevates tourism’s positive impact: protecting heritage, supporting local communities, and preserving Switzerland’s architectural stories.
google.comCircular Hospitality – Regenerating Tenerife through tourism Hotel Tigaiga, in Puerto de la Cruz on Tenerife, is a family-run hotel with a simple idea: a holiday can leave a place better. The team cares for the island through everyday choices that guests can see and feel. It starts in the gardens. More than 4,000 m² are planted with native and endemic species. These green spaces help pollinators and support local biodiversity. In the kitchen, organic waste is turned into compost and returned to the soil. Water-saving systems reduce consumption, and solar panels provide clean energy. Small actions, repeated daily, can bring big changes. The hotel works with local producers, artisans and cooperatives, choosing seasonal and regional products whenever possible. This supports Tenerife’s economy and keeps local expertise alive. Partnerships with the island’s associations and public bodies strengthen shared projects and community ties. Tigaiga also opens its doors to learning. Students, professionals and local groups can join guided visits to see how a hotel can combine comfort with care for nature. It is practical, honest, and easy to understand. Travellers drive this change. By choosing this stay, guests support local suppliers and help these actions continue. Step by step, a holiday break in Tenerife becomes more than rest, it becomes a small way to preserve this unique island.
google.comMuseo Diffuso dei 5 Sensi – Sciacca as a living museum In Sciacca, a coastal town in southern Sicily, the museum isn’t behind a door. It is the town itself. Streets, workshops, voices, flavours and everyday life become the visit. The Museo Diffuso dei 5 Sensi invites people to slow down and experience Sciacca through the five senses, and to feel like “temporary citizens”, not just passers-by. The project was created by the community cooperative “Identità e Bellezza”, led by local residents. The idea is simple: tourism should strengthen the place that hosts it. That’s why the experience is built around real encounters. Guests meet craftspeople, hear stories, discover local tastes, and see the town through local eyes. It feels warm, human, and grounded in daily life. This approach also creates opportunities at home. Different generations work together and turn skills, traditions and pride into new activity. The museum becomes a shared platform for the town, not a separate attraction. And this is what keeps it moving. The project runs on participation: when people book experiences and choose local services, they support the cooperative and help money circulate through local families and small businesses. In the end, the visit leaves more than photos behind – it helps Sciacca stay active, lived-in, and proud.
google.comVisit Örö – From military island to year-round escape For decades, Örö was a place most people could not enter. A former military island in Finland’s Archipelago Sea, it sat behind restrictions, shaped by fortress history and windswept coastlines. Then the story changed. In 2020, Visit Örö was created with a clear mission: keep the island protected and open. Today, Örö welcomes visitors as part of the Archipelago Sea National Park. The island’s past is still visible in its buildings and routes, and it is part of the experience. Historic military structures have been restored and repurposed as accommodation and guest facilities, allowing the island to host visitors without the need for new construction. Guided tours, exhibitions and nature programmes help visitors understand both the history and the landscape they are walking through. Life on Örö follows the seasons, but the aim is year-round. Meadows and grazing landscapes are actively maintained. Waste is sorted, single-use items are reduced, and energy efficiency is improved. Food tells the island’s story too: local ingredients are central, including deer managed on the island and processed locally for the restaurant. Tourism is what makes the model last. Overnight stays, meals, and guided services generate income that funds maintenance, supports local partners and jobs, and helps keep Örö accessible beyond the summer peak.
Slowdown – Amiens seen at water pace In Amiens, there is a place where the city suddenly feels quiet. A narrow canal. A wooden boat. Green islands of gardens drifting past. This is the hortillonnages: the floating gardens that have shaped Amiens for centuries. SLOWDOWN was created to help visitors experience this side of the city without rushing, and to make “slower” travel feel natural and attractive. The idea is simple: change the pace, change the visit. SLOWDOWN builds experiences around gentle mobility and local discovery, especially by water, connecting travellers to landscapes, stories and everyday life that are often missed on a standard city break. It also helps spread visitor flows across different routes and times of year, so the experience feels calmer for guests and more manageable for the destination. What makes it a best practice is how it links tourism and place. The project brings partners together, supports local operators, and creates a clear, shared way to invite people to explore responsibly, without turning it into a lecture. It keeps the focus on the feeling: quieter, closer, more real. And visitors are key part of the engine. This model runs on choice: when travellers book a slow boat trip, follow these routes, and use local services, they sustain the businesses behind the experience and help keep coordination and quality in place. In the end, a calmer visit becomes something that lasts, for visitors, and for Amiens.
google.comSalina Nature Reserve – From saltpans to wildlife haven Salina Nature Reserve sits on Malta’s northern coastline, where saltpans meet wetlands, and the sea air carries birdsong. For years, this historic saltpan site was damaged and neglected. The landscape was fading. Wildlife was scarce. Then the story changed. Managed by BirdLife Malta in partnership with public institutions, Salina has been brought back to life through long-term restoration. Water flow and salinity were improved. Native plants returned. And slowly, wildlife came back too. Today, the reserve is one of Malta’s key Natura 2000 sites. Flamingos, avocets and herons can be seen again, alongside rare species like the Mediterranean killifish. Salina also keeps Malta’s salt-making story alive. The Salina Salt Museum is the gateway to the reserve, with interactive displays that explain how salt shaped local livelihoods and how tradition and nature can coexist. The visit for travellers is designed to be easy and low-impact. There are accessible trails, birdwatching hides, clear signage and guided activities. Community events bring in local makers and volunteers, adding an authentic flavour to the experience. Tourism makes this happen. Salina runs on a simple circle: guests come, the place stays cared for. Tickets, tours, events and the small visitor economy help fund day-to-day habitat work, education, and the upkeep of the salt heritage. A coastal walk becomes a quiet way to keep Salina open, welcoming, and alive.
google.comNordsee-Reisepass – The passport that turns the coast into a journey A holiday on the North Sea coast is often about small moments: a short walk, a museum stop, a view over the dunes. The Nordsee-Reisepass takes those moments and turns them into a story travellers can follow. It works like a playful passport. Travellers and locals collect stamps at more than 250 places across Lower Saxony’s North Sea coastline, from museums and visitor centres to natural sites. Some stamping points sit outdoors, slightly off the usual route. They invite people to explore new corners, not just the busy highlights. A simple QR code adds a second layer: short videos explain what makes each place special, and introduce topics like coastal life, climate and biodiversity in an easy, on-the-spot way. But the passport doesn’t stop at discovery. It has a clear “give-back” loop. The money earned from passport sales is reinvested locally through Green Action Week: a yearly week of planting and community work. In just two years, around 250 participants planted more than 3,700 trees and plants at 11 sites, creating small new green spaces along the coast, including tiny forests and a food forest. These spaces are open to everyone passing by. This is why it’s a best practice. The project is simple to join, easy to enjoy, and it keeps growing. Travel keeps it alive: each passport bought helps fund the next round of local action, while also spreading visitors more evenly across the coastline.
google.comScience on Sea – From whale safari to whale research Whale2Sea is based in Andenes, in Arctic Norway, where the ocean drops deep close to shore. This is why whales come here to feed, and why whale watching has long been part of the local story. In these waters, sightings are almost guaranteed, making the area one of Europe’s most reliable places to see whales in the wild. Today, Whale2Sea adds something special: science. It is one of the few operators in the world that combines whale watching with whale research on the same trips. When the boat finds whales, the experience becomes more than a moment on the horizon. It becomes a way to learn. On board, guides explain what researchers discover: how whales behave, where they migrate, what they eat, and what threatens them, from ship strikes to plastic pollution and a changing climate. Sometimes the team can even recognise individual whales using photo identification. Suddenly, it’s not just a moment, it’s a story you can follow. Frequent sightings make research possible, and research makes tourism more meaningful. Ticket income helps support the scientific work, and visitors leave with knowledge they can share. Whale2Sea shows how tourism can protect what people come to see, turning a whale safari into understanding, and understanding into care.