Transformative Tourism: a model for positive change.
Transformative Tourism is an approach to tourism that helps nature, communities and businesses thrive together.
Why support transformative tourism?
Tourism in the National Forest has always been about more than places to visit. It’s about people, landscapes, and the belief that a positive future is possible - a future made better with trees. Over the last 30 years, this 200‑square‑mile landscape has transformed from black to green, becoming a thriving destination where more than 10 million trees now shape a healthier, more resilient environment.
Supporting Transformative Tourism means championing businesses and experiences that help nature, communities and enterprise grow stronger together. It’s about raising the standard for sustainable practice, creating inclusive and welcoming places, and ensuring that the visitor economy contributes to long‑term wellbeing. When we work this way, tourism becomes a force for good - enriching lives, restoring landscapes, and creating unforgettable experiences that safeguard the future.
Our approach is guided by five interconnected pathways that help shape tourism across the Forest:
- Growing a greener economy
- Promoting low-carbon travel
- Creating a welcoming and accessible Forest
- Improving visitor and community wellbeing
- Restoring and protecting nature
Together, these pathways provide a practical framework for businesses, communities and partners to create tourism experiences that leave a lasting positive impact.
Available advice
Our team is always happy to explore ideas for tourism projects across the National Forest. Whether you’re shaping a new offer or evolving an existing one, we can help you understand how your plans can contribute to the Forest’s wider transformation.
Working with partners, we’ve also developed a Design Guide for Sustainable Tourism Accommodation. Created for landowners, operators, investors and developers, the guide sets out how new and retrofitted accommodation can reflect the distinctive character of the National Forest, strengthen sense of place, and support a net zero carbon future. It offers practical direction for those who want their projects to contribute to a landscape where nature, people and enterprise thrive together.
