From Footprint to Footprint+: How Nature Positive Tourism Adds Real Value

For years, the tourism industry has measured sustainability by its ability to minimise harm—cut emissions, reduce plastic use, offset footprints. These are important steps. But what if we could move from simply doing less bad to doing more good?

That’s where Footprint+ comes in.

"Nature positive" tourism isn’t just about shrinking your impact—it’s about adding real value to nature, communities, and your bottom line.

And here’s the best part: it’s already happening.

Wildlife & nature guide, Valeria Roselli, treads lightly next to animal tracks

Why “Nature Positive” is a smart business strategy

More and more, travellers are seeking out experiences that align with their values.

According to Booking.com's 2024 Sustainable Travel Report:

• 76% of global travellers want to travel more sustainably.

• 49% say they’d pay more for an experience that gives back to nature and local communities.

• 58% are more likely to choose a business that’s certified as sustainable.

In other words, the demand is here—and growing.

But nature positive tourism isn’t just a marketing advantage. It’s a strategy to:

✅ Mitigate risk (by protecting the very assets your business relies on—landscapes, wildlife, weather stability).

✅ Strengthen community ties (which improves guest experience, security, and social license).

✅ Open up new revenue streams (from conservation-based tourism products to carbon or biodiversity credits).

Real-world examples of footprint+ in action

Let’s take a look at a few tourism businesses proving that restoring nature is not just good ethics—it’s good economics.

🌴 Chumbe Island Coral Park, Zanzibar

This private nature reserve operates off-grid eco-bungalows on a reef sanctuary. By reinvesting tourism revenue into conservation and education, the island has seen coral health improve over time—making it a more attractive destination and extending its tourism season.

“Healthy reefs attract snorkelers, divers, and scientists alike—it’s our

best marketing tool.”— Operations Manager, Chumbe Island

🦁 Great Plains Conservation, Botswana & Kenya

By leasing land for conservation instead of agriculture, Great Plains has created high-end safari experiences that restore wildlife corridors while offering income and jobs to local communities.

They’ve not only increased biodiversity, but also reduced conflict with surrounding villages—boosting safety and guest satisfaction.

🌾 Agritourism & Rewilding, Romania

Local operators in the Carpathian Mountains are blending traditional farming, rewilding projects, and immersive tourism. Guests help plant native trees, monitor wildlife, or learn about regenerative land practices.

This hands-on approach is attracting a growing segment of purpose-driven travellers—and keeping heritage alive in the process.

Southern Carpathian Mountains © Staffan Widstrand / Rewilding Europe

The shift from cost to investment

Nature positive strategies do require time and resources. But the payoff is long-term viability. When you protect ecosystems, you protect your business—against climate disruption, biodiversity collapse, and even market shifts.

Instead of treating sustainability as a cost centre, forward-thinking operators are reframing it as a core business asset.

Ready to add value that lasts?

Get in touch or explore our training opportunities designed for tourism professionals and teams of all sizes.

Because the best journeys leave more than footprints—they leave legacies.

Written by Hayley Whyte