During the period from March 26 to March 29, 2025, an innovative conference called Moverence, dedicated to regenerative tourism, was held in the picturesque Swiss city of Lucerne. This unique event gathered more than 60 prominent tourism experts from 17 European countries, who, through a dynamic and interactive approach, explored the possibilities of implementing regenerative principles in the modern tourism sector. The participants had the opportunity to analyze examples of best practices, develop new concepts, and strengthen mutual cooperation with the aim of long-term sustainability and holistic development of tourist destinations.

Regenerative Tourism: A New Paradigm in the Tourism Sector

Regenerative tourism represents an evolution of traditional sustainable models, shifting the focus from reducing negative impacts to actively improving ecosystems and social structures. This approach emphasizes the importance of internal value change, alignment of attitudes and behaviors, and integrity as fundamental prerequisites for a true green transformation. Unlike classical sustainable models that focus on minimizing damage, regenerative tourism aims to leave space, communities, and economies in a better state than before the tourist activity.

Dynamic Format of the Moverence Conference

The name "Moverence" originated from the combination of the words "Move" (movement) and "Conference" (conference), highlighting the dynamic format of the event. Every morning, participants departed from Lucerne to various locations in central Switzerland, where they studied regenerative projects firsthand. The program included visits to the UNESCO Biosphere in Entlebuch, the innovative gastronomic center CULINARIUM ALPINUM in Stans, and the restaurant Wiesner Mysterion in Bramboden. Such an approach provided the participants with direct experience and a deeper understanding of regenerative practices in the field.

Croatia Among the Pioneers of Regenerative Tourism

Among the participants of the conference were also two representatives from Croatia, the directors of the Tourist Board of the city of Sveti Ivan Zelina and the Tourist Board of the city of Dugo Selo. Their active participation in the program and exchange of experiences testify to the growing interest of Croatian destinations in implementing regenerative principles in tourism. Reflecting on their impressions after the conference, the director of TZG Sveti Ivan Zelina emphasized that regenerative tourism begins with an internal change of values, alignment of attitudes and behaviors, and integrity, which are the key prerequisites for a true green transformation.

Inspirational Presentations by Leading Experts

The Moverence conference hosted renowned experts in the field of regenerative tourism. Among them, the founder of the social enterprise Conscious.Travel highlighted the importance of moving from theory to practice and implementing the principles of regenerative tourism in concrete projects. The co-founder of the Regenerative Tourism Initiative spoke about the reasons for believing in regenerative tourism, while the author of a book on regenerative development further reinforced the arguments for the necessity of a paradigm shift in tourism.

Learning Through Experience and Cross-Sector Collaboration

During the three-day conference, participants visited several key locations: Neubad in Lucerne, Landgasthof Hotel Drei Könige in Entlebuch, Wiesner Mysterion in Bramboden, and CULINARIUM ALPINUM in Stans. These visits left a special impression on the participants, providing them with the opportunity to directly see and analyze examples of best practices in regenerative tourism. Instead of classical lectures, the conference program was designed around movement and interaction, allowing participants to have a direct experience and a deeper understanding of the topics.

One of the key destinations was a visit to Entlebuch, the first UNESCO biosphere reserve in Switzerland. During the visit, participants had the opportunity to hear experiences about how a strong tourist identity can be built through community and narrative, emphasizing that true change comes when people connect and work together on sustainable solutions.

On the importance of cooperation, the head of tourism coordination in the Netzwerk Schweizer Pärke network spoke, emphasizing that joint work contributes to the development of regenerative tourism. A representative of the academic community presented his research work and the innovative framework Regenerative Canvas to promote sustainable transformation in the hospitality industry.

A marketing professor at the University of St. Gallen presented examples of regenerative storytelling in practice – how to represent green marketing and how to (not) communicate sustainability. A well-known chef, known as "the wizard from Entlebuch", shared his interpretative story about creativity and cooking as a form of art and a way to deeply connect with nature, experimenting with unconventional resources and combining them into unique dishes.

On the last day of the conference, participants visited CULINARIUM ALPINUM, a former Capuchin monastery in Stans that today serves as a center of Alpine culinary heritage and brings together a restaurant, hotel, educational, and conference center. In this unique space, where tradition meets innovation, methods of linking local gastronomy with the sustainable development of the region were presented. Participants were shown concrete examples of how culinary art can serve as a driver of economic and social development, especially in Alpine areas with a rich, yet often neglected heritage.

During this inspirational visit, the speakers reflected on the key role of preserving local ingredients, old recipes, and seasonality as tools for a sustainable tourist offer. The focus was also on the transfer of knowledge between generations, involving the local population in hospitality projects, and strengthening community identity through culinary tradition. In this context, plans were also presented to expand educational programs that connect young chefs and students of hospitality schools with local producers and the region's heritage.

The participants also became acquainted with innovative approaches to organizing accommodation capacities that go beyond conventional hotel models, based on preserving architectural heritage and repurposing old buildings into functional spaces that respect local history. Through the presentation of examples from the Sextantio project, it was shown how the revitalization of abandoned villages can create sustainable tourist zones that provide a unique experience for guests while simultaneously strengthening communities and encouraging the return of residents to rural areas.

A special emphasis was placed on the symbiosis of nature and culture in planning and managing destinations, thus avoiding excessive tourist exploitation and fostering balanced development. Participants were able to experience firsthand how a deep connection with the space, its people, and their stories shapes an emotional experience that is conveyed to visitors.

It is precisely such an emotional component, based on authenticity, trust, and mutual learning, that has been highlighted as the core of regenerative tourism. Through direct conversations and workshops in the setting of CULINARIUM ALPINUM, many topics were opened regarding the role of food and cultural heritage in the transformation of tourist destinations that want to become resilient to climatic, economic, and social challenges.

In the evening part of the program, participants had the opportunity to taste dishes prepared exclusively from local ingredients, among which products from small producers from the region stood out, further confirming the idea that regenerative tourism is not an abstract theory, but a real practice that can be lived, tasted, and felt in every detail.