Regenerative Tourism on the World Map Destination Trekantområdet
This project aim to position Naturpark Lillebælt as a beacon for outdoor tourism and a more sustainable tourism development that adds more value to the local area and regenerating nature where it is challenged. We call this regenerative tourism.
Project: Regenerative Tourism on the World Map
There is an understory of place-based businesses with experience economy interests in developing Naturpark Lillebælt (Nature Park Lillebælt) as a holiday destination. These are primarily small, local experience providers whose main activities take place in Naturpark Lillebælt and who form a potential basis for developing regenerative tourism products that can improve the environment, biology, and local communities in and around the nature park. In combination with this, there is a growing demand for nature experiences, particularly those with unique local qualities and learning as part of the activity – especially from international tourists.
Therefore, Destination Trekantområdet, together with Naturpark Lillebælt and Destination Fyn, has initiated a project to put the nature park on the world map as a beacon for outdoor experiences that can contribute to nature restoration and bring more nuanced value to the area than just increasing overnight stays.
Main Project Tracks
- Product Development and Identity
Based on the experience offerings and nature-promoting activities in Naturpark Lillebælt, tourism products that are regenerative, relevant, and exciting for tourists will be developed. International tourists will be involved in product development as co-designers, together with professionals, destinations, and the project partners. The product development will be based on both test results and potential analysis to identify the most suitable and relevant regenerative efforts – for example, planting eelgrass or other nature-improving activities. Product development will also be supported by a beacon narrative about regenerative experiences in the nature park, which tourism operators can use in their business development.
- International Marketing
A crucial link in putting Naturpark Lillebælt and regenerative tourism on the world map is international campaign activities. This has both an economic value and presents opportunities to inspire international tourists to more sustainable actions during their visit and when they return home. A marketing concept will be developed, along with image and video material that supports the developed regenerative products and Naturpark Lillebælt as a holiday destination.
- Networking and Actor Development
To accommodate tourists of different nationalities, this track will focus on competence development and knowledge sharing in experience networks. National and international examples of regenerative tourism development will be included, for example, through knowledge sharing and participation in network clusters across regional and national borders.
Why is this project important for Destination Trekantområdet?
The project can be seen as a kind of pilot project, as regenerative tourism is still a new concept. We see great potential in strengthening commercial products where tourists can actively participate in, for example, nature-improving efforts during their holiday. The project will also position the area in and around Lillebælt as a destination for more sustainable nature experiences. The experiences from the work of developing regenerative experience products in Lillebælt will also be included in Destination Trekantområdet's other development activities, and they will be made available to other destination companies.
The project runs from January 1, 2023, to December 31, 2025, with a total budget of 2.9 million kroner. Destination Trekantområdet is the lead on the project, in collaboration with Destination Fyn and the Naturpark Lillebælt, and is supported by the Danish Board of Business Development | Danmarks Erhvervsfremmebestyrelse.
Project Partners:
Destination Trekantområdet
Destination Fyn
Naturpark Lillebælt
Visit Vejle
Visit Fredericia
Brobygning Middelfart
Gl. Ålbo Camping
Villa Gertrud
Vends Motorik og Naturskole
Get outdoor
Peninsula Nature
Fornemmelse.dk
GoSail
Mira III
Bridgewalking
Madsbyparken
Museum Kolding
Middelfart Museum
Kongernes Samling Koldinghus
Project Coordinator - Sustainability & Product Development