Regenerative Community-Based Tourism: reviving rural areas through regenerative coliving and conscious marketing

Tourism marketing shapes how and where people travel, influencing whether tourism reinforces imbalances or supports smaller-scale experiences that benefit visitors, host communities and the enviro...

Tourism marketing shapes how and where people travel, influencing whether tourism reinforces imbalances or supports smaller-scale experiences that benefit visitors, host communities and the environment. This project educates tourism marketers to promote small-scale rural destinations through conscious marketing. Using regenerative coliving as a model, we aim to support community-based tourism that delivers lasting economic, environmental, and cultural benefits.

We will conduct a 1-week in-person training in rural Tuscany, Italy, alongside an online training program to equip tourism marketers with conscious marketing skills. The program will provide practical knowledge to help integrate conscious marketing in promoting small-scale rural tourism. Also, we will create a professional open-source toolkit featuring key insights, strategies, and best practices to ensure lasting impact.

We aim to train at least 10 tourism marketers through both in-person and online sessions, teaching them conscious marketing skills for promoting rural destinations. The project will build a strong professional network, raise awareness of ethical marketing, and highlight the importance of small scale rural experiences. By using the Erasmus+ platform, key networks, and social media, we hope to reach over 10,000 people and create lasting change in the industry.