The economic opportunity of rewilding

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2 Nature tourism

2.2 Existing tourism standards are already aligned with rewilding



The Nature’s Best Sweden (n.d.) standard is a good example of establishing and assuring criteria for high-quality nature-based tourism. Nature’s Best® is both a tool for nature and cultural tourism companies’ sustainable business development and a quality label that makes sustainable experiences visible to tourists.

Nature’s Best® Sweden follows six principles that we want to highlight as they are consistent with the 11 rewilding principles, and with the opportunity for tourism to align with rewilding as described above.

An infographic summarizing Nature's Best® six principles of ecotourism. The principles emphasize: respecting destination limits to minimize environmental and cultural impact; benefiting local economies by engaging local services; minimizing environmental footprint through sustainable practices; supporting biodiversity and cultural preservation; promoting discovery and respect with skilled guidance; and ensuring high-quality, safe travel experiences. These principles advocate for responsible tourism that conserves nature, uplifts local communities, and delivers enriching experiences.

Nature’s Best® six principles of ecotourism. Copyright Naturturismföretagen©.

Nature’s Best® six principles
Principle Description
Respect the limitations of the destination Ecotourism is to preserve instead of destroying what the visitor has come to experience. The ecological and cultural viability of each area must be respected. This requires knowledge of the destination of the organiser, local presence and close cooperation with other actors.
Benefit the local economy Ecotourism is to anchor tourism locally. Each event must therefore contribute to the destination’s finances – overnight stays in the locality, local guides and locally purchased goods and services. The more the better.
Environmentally adapt the entire business Approved organisers must actively minimise the environmental impact of travel. Among other things, public transport must be encouraged, accommodation facilities adapted to the environment, waste sorted and environmental fuels given priority.
Actively contribute to nature and cultural protection Support nature conservation in various forms in some active way. The ecotourism organiser collaborates with a living nature and cultural protection opinion. A partnership for mutual benefit.
Invest in the joy of discovery, knowledge, and respect Approved organisers are skilled hosts and knowledgeable guides who offer useful introductions, good advice, guidance, and valuable tips. Good hospitality and well-communicated knowledge are often the key to memorable travel experiences.
Quality and security on the trip Marked arrangements must meet and exceed expectations. Safety is taken seriously and satisfied customers are the rule. The outside world must know that an approved organiser is a reliable partner.

How does knowing about rewilding principles and criteria such as these help us to transform a local economic activity from one where nature is exploited to one where nature is respected and celebrated?

Let’s explore a case study from Croatia to find out.