This brief explores how transitioning to a Nature-Positive Economy requires transforming tourism from a driver of environmental degradation into a force for ecosystem restoration. It was developed under the EU research project GoNaturePositive!

A Key Economic and Cultural Pillar

Tourism is a vital pillar of the EU economy and cultural identity, contributing around 10% of GDP and employing nearly 23 million people. However, the sector places significant pressure on ecosystems through infrastructure expansion, overuse of natural areas, and mass tourism, leading to habitat degradation, biodiversity loss, and resource depletion.

Tourism’s Double Role: Beneficiary and Contributor

As both a beneficiary of and contributor to environmental decline, tourism must shift toward nature-positive, sustainable, and regenerative models. Strategies such as eco- and regenerative tourism can enhance conservation, empower local communities, and drive regional development.  

Policy Levers for a Nature-Positive Shift

To support this transition, EU policy must move beyond voluntary initiatives, introducing binding targets, strong accountability mechanisms, and targeted financial tools. Scaling up schemes like the EU Ecolabel, along with green public procurement, zoning regulations, and ecological thresholds, can help mitigate environmental impacts. Prioritising low-impact infrastructure, inclusive destination planning, and green business models will be key to aligning tourism with climate, biodiversity, social and cultural targets while creating meaningful economic opportunities.