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This study provides a systematic exploration of the concept of nature-positive tourism. It offers an in-depth analysis of its theoretical foundations, practical implementation models, and the inherent challenges facing the global tourism industry.
Drawing upon initiatives led by pioneering organizations such as Conservation Optimism, Anam Monda, and international partners, the paper highlights the unique potential of tourism not only to minimize negative impacts but also to function as a proactive agent contributing positively to biodiversity conservation.
Introduction
Against the backdrop of accelerating global biodiversity loss and the increasingly complex consequences of climate change, the term nature positive has emerged as a guiding objective across various economic sectors. Tourism, being intrinsically dependent on ecosystems and environmental resources, is recognized as possessing a distinctive potential to evolve into a natural steward.
The online symposium hosted by Conservation Optimism, featuring David Baggs from Anam Monda, consolidated strategies and initiatives designed to promote nature-positive tourism as an essential pathway for conservation and sustainable development.
The Concept of “Nature Positive” and Its Application in Tourism
Definition and Origins
The term nature positive is believed to have originated in the late 2010s within a small collaborative group, with the World Wide Fund for Nature (WWF) playing a pioneering role. It gained widespread recognition through the Global Goal for Nature, a coalition of international NGOs, sustainable business alliances, and other stakeholders.
The coalition defines the concept as: “Halting and reversing nature loss by 2030, based on a 2020 baseline, and achieving full recovery by 2050.” While certain aspects, such as the definition of “full recovery” and the “baseline year,” remain subject to clarification, this framework has established a clear, globally endorsed objective. The term has since been adopted by international bodies such as the G7, advanced by academic institutions (e.g., the University of Cambridge), and operationalized by conservation organizations (e.g., IUCN), including the development of detailed measurement guidelines.
Translating the Concept for the Tourism Industry
Anam Monda, a consultancy specializing in tourism and travel, has translated this academic framework into a practical, business-oriented approach. At its core is the principle of net positive effect, a concept widely applied in discussions on carbon budgets and climate change. To achieve this outcome, businesses are guided by three fundamental pillars:
- Minimize negative impacts on the natural environment.
- Restore and enhance biodiversity, thereby generating positive contributions.
- Measure and evaluate both negative and positive impacts to assess balance and net outcomes.
Theoretical Underpinnings and Driving Forces
The adoption of this approach is driven by several fundamental factors:
Dependence on Nature and Risk Governance
Tourism is heavily dependent on natural assets. Ecotourism, for example, requires intact ecosystems and the presence of wildlife species. Climate stability, clean water, and resilience against extreme weather events (e.g., flooding, desertification) are essential prerequisites. Consequently, risks associated with environmental degradation have immediate and severe implications for tourism enterprises.
Growing Consumer Awareness
Tourists increasingly demonstrate heightened sensitivity toward environmental impacts, both their own and those of service providers. The ability of businesses to showcase commitments to positive impacts or reduced harms has become a key determinant of customer loyalty.
Environmental Reporting Obligations
- Sustainable Development Goals (SDGs): Targets relating to the biosphere (SDGs 6, 13, 14, 15) underpin broader social and economic objectives.
- Mandatory Environmental Disclosure: Regulatory frameworks in jurisdictions such as the UK and EU, alongside international agreements (e.g., the Global Biodiversity Framework under COP15), impose stricter reporting requirements. Initiatives such as the Taskforce on Nature-related Financial Disclosures (TNFD) are also promoting transparency.
- Link to Climate Change: Protecting nature and enhancing biodiversity are increasingly recognized as prerequisites for achieving Net Zero targets and fulfilling commitments under the Paris Agreement.
Unique Positive Potential of Tourism
Compared with extractive sectors (e.g., mining, chemicals), tourism possesses a distinctive capacity to generate nature-compatible revenue streams, fund protected areas, and deliver indirect conservation benefits. Strategically, tourism is envisioned as a core ally in conservation movements, shifting from a harm-reduction paradigm to an active regenerative force in biodiversity hotspots.
The “Infinity Loop” Framework
To operationalize this vision, Anam Monda has developed a roadmap based on the Infinity Loop model, comprising four cyclical stages:
- Assess and Define: Comprehensive analysis of impacts, dependencies, and opportunities for positive outcomes; establishment of biodiversity goals.
- Reduce and Restore: Strategic planning to minimize harm while maximizing restorative interventions.
- Monitor and Report: Transparent measurement, evaluation, and public disclosure of outcomes.
- Collaborate and Communicate: Engagement with stakeholders (suppliers, NGOs, communities, governments) to ensure systemic adoption and broad-based participation.
Partnerships and Notable Initiatives
The success of this model is closely contingent upon effective cooperation mechanisms:
Nature Positive Tourism Partnership
A landmark achievement at the international policy level was the establishment of the Nature Positive Tourism Partnership. Initiated by Anam Monda and the World Travel & Tourism Council (WTTC) in 2022, the partnership was formally launched at the CBD COP15 in December 2022. With the involvement of WTTC, UN Tourism, and the Sustainable Hospitality Alliance, this marked a historic alignment between public and private sectors.
Activities of the Partnership:
Since its inception, the partnership has conducted extensive consultations (2023) with experts, academics, and policymakers to identify challenges and support needs. A database of case studies is being compiled, with findings expected in the forthcoming report “Nature Positive Tourism in Action.”
Animal Protection Network (APN)
Anam Monda has also launched the Animal Protection Network, designed to facilitate collaborations between tourism businesses and local conservation NGOs/CBOs. APN provides technical expertise, community linkages, and monitoring capabilities, while local organizations receive resources and institutional support.
Challenges in Implementation
Despite its promise, implementation faces several structural challenges:
- Diversity and Fragmentation: Tourism encompasses multiple subsectors (accommodation, transport, travel agencies) with distinct operational models, requiring customized solutions.
- Complex Value Chains: Tourism journeys involve multiple providers, limiting the capacity of a single enterprise to effect large-scale impact without industry-wide collaboration.
- Superficial Approaches: Businesses often prioritize visible issues (e.g., plastic waste) over systemic but less visible problems (e.g., unsustainable food supply chains).
- Consumer-Conservation Tensions: Tourist demand for close encounters with wildlife can generate negative impacts, necessitating greater emphasis on education and responsible tourism practices.
Outlook
Despite these obstacles, the outlook for nature-positive tourism remains highly promising. The vision of tourism as a guardian of nature is increasingly being realized, supported by global climate dialogues and growing corporate engagement. Tangible examples include cruise operators conducting eDNA sampling to monitor marine biodiversity and travel companies collaborating on human–wildlife conflict mitigation.
Ultimately, nature-positive tourism represents not merely a trend but a paradigm shift in tourism philosophy: from harm reduction to proactive contribution toward biodiversity recovery and conservation. With robust partnerships, systemic collaboration across value chains, and enhanced tourist awareness, tourism holds the potential to become a powerful force in reversing nature’s decline.
