The second Ideation Jam of the European INSPIRES project took place on June 5, 2025, in Rovaniemi, Finland. The event was organized by the Lapland University of Applied Sciences with support from the Tourism Agency of the Province of Antwerp. More than 20 committed small and medium-sized tourism enterprises (SMEs) from Belgium, Bulgaria, Germany, Finland, Spain, and Poland participated in this innovative online format.

Filpi Nicasi, Horeca Partners did a great job by moderating the second Ideation Jam. The keynote speech “From sustainable to regenerative tourism business: SMEs as change agents” was kept by Sanna-Mari Renfors from Lapland University of Applied Sciences. After the keynote speech, the participating Tourism SMEs discussed the above and their related priorities at breakout sessions, moderated by senior representatives of INSPIRES partners.

Regenerative Tourism as a Shared Goal

The central focus was the question of how SMEs can go beyond sustainability to make a positive contribution to the environment and society. In her keynote speech, Sanna-Mari Renfors, professor at Lapland University of Applied Sciences, emphasized the transformative potential of SMEs as drivers of change toward regenerative tourism. In moderated breakout sessions, participants then discussed concrete challenges and solution approaches from their daily practice.

Key Insights from Ideation Jam #2

From feedback based on the responses from participants, three key insights emerged, viz:

1. Current Status and Challenges of SMEs

SMEs show strong ambition toward sustainability and even regenerative tourism, currently operating with a "zero harm" mindset. However, they face significant challenges, including financial limitations, European uncertainty, and staffing issues.

2. Future Aspirations and Needed Support
SMEs aim to better involve guests in sustainable actions and highlight regional identity (e.g., local food, stories, history). They want support that is practical, quick, and easy to implement—emphasizing that even small efforts can make a difference.

3. Key Insights and Broader Context
Regenerative tourism seeks to create a positive local impact, beyond just reducing harm. Government strategy and a strong local ecosystem are essential to address issues like over tourism and uneven SME distribution.

Next Steps in the INSPIRES Project

On the following day, the INSPIRES steering team met for a strategic meeting. Among other things, it was decided to place a stronger focus on directly addressing SMEs and destinations, to launch a Train-the-Trainer program in the fall, and to make targeted use of the remaining project funds to prepare for the final conference and to activate further businesses.

Keynote speaker: Sanna-Mari Renfors 

Sanna-Mari Renfors (PhD) works as a Principal Lecturer and the Head of the Regenerative Business Master’s Programme at Lapland University of Applied Sciences. She also acts as an Adjunct Professor in tourism research at the University of Lapland. For the last ten years, she has been working as a project leader, researcher and developer in international tourism projects related to sustainable, circular, and regenerative tourism business. Her main passion is accelerating sustainability and regenerative transition in tourism SMEs.

From sustainable to regenerative tourism business: SMEs as change agents.

In recent years, our awareness of the environmental and social challenges caused by tourism has increased. To address these challenges, sustainability is not deemed sufficient, and regeneration has emerged as an alternative paradigm to increase the planet's wellbeing, society, and individuals. Tourism SMEs are considered drivers of change, but a deeper understanding is needed of how exactly they can contribute to this with their efforts. Therefore, this presentation aims to explore how a tourism SME can adopt and integrate the principles of regenerative development as a part of their business journey.

The following are available for download:

• Summary Report
• Keynote presentation