ABSTRACT
This chapter explores regenerative tourism as a transformative alternative to conventional, growth-led visitor economy models, drawing on an in-depth case study of the Ecoamgueddfa on the Ll?n Peninsula (Pen Ll?n) in Wales. Regenerative tourism reframes destinations as living systems, prioritising ecological renewal, cultural heritage, and community well-being through values-led, locally grounded approaches. We situate practice within the framework of co-production to explore how collaborative governance can translate regenerative principles into action. Drawing on mixed-methods research including visitor surveys, online media analysis, benchmarking, interviews, and field observation, we present a multi-dimensional view of visitor perceptions, destination image, and opportunities for regeneration. Findings reveal strong visitor attachment to Pen Ll?n’s natural environment and Welsh identity, which can be harnessed to foster stewardship, cultural revitalisation, and resilient livelihoods. The chapter proposes Key Performance Indicators (KPIs) to guide practice and concludes that embedding regenerative tourism requires sustained coordination, trust, and place-specific collaboration to achieve long-term cultural and environmental resilience.
