Regenerative tourism products: Fulfilling the potential of places to flourish

Regenerative tourism is being highlighted as the new wave of sustainability in the tourism industry. As a result, tourism companies are increasingly interested in understanding what regenerative tourism is and developing experiential regenerative tourism products to complement their existing offerings. Therefore, the aim of this article is to reflect how to integrate regenerative development principles into tourism product development in theory and by showcasing Finnish and Estonian examples. The article suggests that further research should approach regenerative tourism product development from a regenerative design perspective and develop a framework to support tourism companies in their regenerative transformation journey.