The REDIRECT project represents a forward-thinking approach to managing tourism impacts in one of Europe’s most environmentally sensitive macro-regions. The Baltic Sea Region — spanning countries such as Poland, Finland, Sweden, Latvia, Lithuania, Denmark and Germany — faces increasing tourism pressures that can strain natural resources and cultural heritage. REDIRECT responds by promoting regenerative tourism, a concept that seeks not only to reduce negative impacts but also to ensure that tourism activities actively restore and replenish the environments and communities they touch. 

Funded under the 2021–2027 Interreg Baltic Sea Region programme and aligned with the EU Strategy for the Baltic Sea Region, REDIRECT brings together partners from nine institutions, including regional development agencies, tourism organisations, and research bodies. Over its three-year lifespan, the project will define, test, and share methods for integrating regenerative thinking into local tourism planning processes. The result will be a Regenerative Tourism Planning Toolkit, complete with practical procedures, measurable indicators and behaviour-guiding practices.

A cornerstone of REDIRECT is piloting regenerative tourism activities in at least five regions across the Baltic zone. These pilots will serve as real-world laboratories where the toolkit can be refined, local practices evaluated and lessons learned collected. By documenting experiences and feedback, the project aims to reduce barriers for other destinations seeking to adopt regenerative strategies that benefit nature, culture, communities, and economies simultaneously. 

The partners supporting the project are equally diverse, reflecting both public and private perspectives on destination management. They include municipal authorities such as Sigulda in Latvia; tourism associations such as Læsø Tourist and Business in Denmark; educational organisations such as Skagen Education Centre and the Lithuanian Sports & Tourism University; and destination marketers such as Experience Bremerhaven in Germany. With the Lower Silesia Regional Development Agency in Poland serving as the lead partner, the consortium aims to weave regenerative principles into mainstream regional tourism dialogue and practice. 

Tourism stakeholders can expect REDIRECT to contribute at multiple levels: through knowledge sharing, capacity building, and evidence-based methods that help destinations reduce their environmental footprint, enhance local quality of life, and support economic resilience. The end product — a comprehensive Regenerative Tourism Manual — will be designed for easy uptake by local authorities, SMEs and destination managers across Europe.

By focusing on regenerative outcomes, REDIRECT pushes the tourism sector toward an era in which visitor activities leave places in better condition than before, aligning with broader European goals of sustainable development, community well-being, and climate resilience.

Full project information: https://interreg-baltic.eu/project/redirect/

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