Purpose – This thesis aims to explore the perspectives and practices adopted by tourism professionals in Danish tourism organizations and assess their potential for embracing a regenerative approach to tourism development. By examining their perspectives and practices, I seek to understand the opportunities and challenges involved in transitioning toward regenerative tourism in Denmark.

Design/methodology/approach – This approach defines regenerative tourism and explores its principles and practices and its transformative potential for stakeholders. It outlines how living systems theory and, subsequently thinking, can help tourism professionals in transitioning mindset and approach from sustainable tourism to regenerative tourism. The research employed a two-fold approach to gain insights into regenerative tourism in a Danish context. Firstly, a thematic analysis to assess the level of understanding among Danish tourism professionals regarding regenerative tourism development. Building upon the insights gained from the thematic analysis, a transformative stakeholder analysis was then undertaken. This analysis focuses on identifying the transformative power and potential of various tourism roles within the Danish tourism industry. Additionally, it aims to explore how tourism professionals can actively support and harness this transformative power, by examining the various roles and responsibilities within the industry, I seek to understand the ways in which tourism professionals can contribute to and promote positive change. The thesis concludes by identifying opportunities and challenges for tourism professionals when working collaboratively with stakeholders toward regenerative tourism in Denmark.

Findings – The study underscores the significance of education, awareness, and collaboration among tourism professionals and stakeholders in driving a fundamental shift toward regenerative tourism. The study reveals that the act of communing plays a crucial role as a regenerative change agent in advancing sustainable practices and fostering positive transformation. As key stakeholders, they have the power to drive and influence regenerative initiatives at the local level. Moreover, the act of hosting can play a crucial part in driving regenerative development, underscoring the importance of a bottom-up transition to regenerative tourism, and emphasizing that it will originate from the people and will be driven by their collective efforts. Additionally, the analysis highlights the need to perceive places as equal stakeholders in this transformative process and acknowledge the reciprocal relationship between humans and nature.

Originality/value – This study adds to the existing research on regenerative tourism by providing further contextualization. It contributes to the conceptualization of transformative roles and tourism living systems and validates living systems theory and thinking. Additionally, the study provides an inside snapshot of Danish tourism practices.

Paper type – Interpretive