Applying regenerative thinking in yachting tourism. Insights from the Northern Adriatic Sea

The ‘turn to the sea’ through yachting tourism recorded during the Covid-19 pandemic prompts the relocation of the sea, including its nature and culture, back at the centre of processes of change in selected coastal resorts. The recent revamp of regenerative thinking in tourism offers a theoretical and practical ground on which to consider the development potential of yachting tourism as agent of societal change and coastal resort evolution. Using the Northern Adriatic Sea as a geographical point of reference, and Rimini as an exemplary model of second-generation coastal resort, we used a constructivist variant of grounded theory. Findings show that in the Northern Adriatic Sea area some favourable conditions do exist for the YT sector to contribute to reconnecting humans with the nature and culture of the sea confirming its regenerative tourism potential. Nevertheless, formal efforts to support the needed for a cultural shift, from international agencies to local administration, are undermined by a culture of the sea that is fragmented by the disjointed agendas of distinct sea communitas.