The UK has joined Spain, the US, Canada, and Australia in a fast-growing global shift toward nature-positive tourism. The movement gained momentum after the World Travel & Tourism Council (WTTC), UN Tourism, and the World Sustainable Hospitality Alliance hosted the first session of their Nature Positive Tourism Explained webinar series on December 1, 2025. The aim is clear and urgent: use tourism to regenerate nature, restore biodiversity, and build stronger destinations in an era of climate pressure.
This initiative marks a major turning point for the global industry. As world leaders gather at COP30, the message from experts is simple. Nature action is climate action, and Travel & Tourism can be a frontline driver of environmental recovery.
A Major Collaboration for Global Conservation
The webinar brought together scientists, policy experts, tourism boards, hospitality leaders, and conservation groups. Their goal was to explain how tourism can shift from being a user of natural resources to becoming a guardian of nature.
Experts shared actionable insights on how destinations and tourism businesses can protect and restore ecosystems. Dr. Ante MandiÄ of IUCN TAPAS emphasized how tourism, when managed well, helps reverse biodiversity loss. Leaders from Scotland, East Africa, and the Middle East presented real-world success stories of regenerative tourism, community partnerships, and long-term nature-based planning.
The session also included an interactive Q&A led by global sustainability experts. They discussed how tourism can fund restoration projects, support local conservation, and help communities build resilience against climate shocks.
How Leading Countries Are Taking Action
The UK, US, Canada, Spain, and Australia are now aligning national tourism strategies with global biodiversity goals. These countries manage some of the worldās most visited landscapesācoasts, forests, coral reefs, and wildlife regionsāmaking their commitment essential.
United Kingdom
The UK is integrating nature-positive principles into destination management plans. Projects now focus on restoring coastlines, reviving wetlands, and supporting wildlife corridors. Local councils and tourism boards are building regeneration goals directly into visitor strategies.
Spain
Spain is protecting biodiversity hotspots such as its islands, marine zones, and national parks. Authorities are piloting regenerative tourism efforts aimed at reducing pressure on popular sites while directing travellers toward conservation-friendly experiences.
Australia
Australia has launched nature-positive programmes across its reefs, rainforests, and desert landscapes. Indigenous knowledge plays an important role, with First Nations communities leading land management and ecotourism ventures.
Canada and the United States
Both nations are expanding national park partnerships, Indigenous-led tourism, and habitat restoration around high-traffic natural attractions. These efforts aim to strengthen ecosystems while generating sustainable economic opportunities.
Why Nature-Positive Tourism Matters Now
Travel & Tourism is one of the most nature-dependent sectors in the world. According to industry research, 80% of its value relies directly on natural ecosystems. Healthy forests, beaches, coral reefs, and wildlife are essential for tourism to thrive; losing them places the entire sector at risk.
Nature-positive tourism is not only about protection. It is about regeneration. It includes restoring habitats, supporting sustainable land use, reducing environmental footprints, and helping local communities manage natural assets responsibly.
WTTCās new Nature Positive Action Sheet outlines a practical five-step pathway for tourism businesses. The guide encourages companies to measure their impacts, support conservation projects, and align operations with national biodiversity plans.
Government Support Is Crucial
For the industry to shift at scale, governments must create the right environment for change. Policies, incentives, and partnerships play a major role in helping destinations and businesses move toward nature-positive models.
Key priorities include:
- embedding tourism in national biodiversity strategies
- funding conservation and community projects
- encouraging investment in sustainable infrastructure
- supporting Indigenous and local leadership
- promoting education and skills in regenerative tourism
Collaboration between governments, communities, and the private sector is essential for long-term success.
What Comes Next for Global Tourism?
The December session is only the start of the Nature Positive Tourism Explained series. Additional sessions planned for 2025 will explore regenerative tourism practices, sustainable destination management, and tools to help businesses implement nature-positive strategies.
The programme builds on years of WTTC research, including the Nature Positive Tourism Roadmap and Guidelines. These resources give destinations and businesses clear steps to protect ecosystems while creating economic value.
As global events like COP30 continue to highlight climate urgency, the tourism sector has a unique opportunity. It can shift from being a contributor to ecological pressure to becoming a powerful force for restoration.
A New Path for Travel & Tourism
Tourism has always relied on nature. Now it must help restore it. With strong government backing, private-sector innovation, and community leadership, the sector can drive meaningful progress.
The UK and other leading nations are showing how tourism can nurture biodiversity, support local livelihoods, and deliver unforgettable experiences that enrich both visitors and destinations.
The nature-positive tourism movement is no longer a future idea. It is happening now, and it is reshaping how the world travels.
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