From Ambition to Action: Climate-Neutral and Regenerative Tourism in Baltic Cities

Session Overview from the UBC General Conference, Dolina Charlotty

The session brought together three expert speakers, each offering a distinct but complementary perspective on how tourism can become a driver of climate action and regeneration rather than a source of pressure:

• Magda Leszczyna-Rzucidło, Coordinator of EUSBSR Policy Area Tourism, representing the Pomorskie Tourist Board, opened the session with a macro-regional outlook and presented the ClineDest – Climate Neutral Destinations project.
• James Simpson, from Novia University of Applied Sciences in Finland, shared practical insights from the RegenT – Regenerative Tourism initiative, drawing on extensive field experience in the Finnish archipelago and Baltic cooperation projects.
• Dr Aleksandra Koszarek-Cyra, environmental economist at the University of Gdańsk, provided an analytical perspective on the systemic challenges cities face and the policy responses needed to align tourism with sustainability and resilience goals.

Together, the speakers offered a comprehensive overview of how Baltic cities can transition from aspirational climate commitments to real, actionable pathways for climate-neutral and regenerative tourism. Their combined perspectives reflected the complexity of the issue — spanning governance, business transformation, community needs, environmental pressures and long-term destination management.

In the Baltic Sea Region, cities must balance the dual challenge of reducing emissions while protecting the natural and cultural assets that make them attractive places to live and visit. Tourism influences mobility, public space, infrastructure, labour markets and community life, making it a crucial sector to address in urban climate strategies. This session explored how a tourism transformation can be designed and implemented in practice.

You can find all three workshop presentations on the UBC website here: https://ubc.net/documents/general-conference-documents/xviii-general-conference-slupsk-4-7-november-2025/

1. EUSBSR PA Tourism – Setting the Macro-Regional Vision

Magda Leszczyna-Rzucidło opened the session by presenting the strategic role of EUSBSR Policy Area Tourism, which strengthens cross-border cooperation, promotes sustainable tourism development, and supports cities as they work toward climate neutrality.

Key messages included:

• Tourism must be integrated into broader climate and sustainability strategies adopted across the Baltic Sea Region.
• Cities are central actors in this transition, as they manage mobility systems, cultural venues, environmental services and public spaces.
• The updated priorities for PA Tourism highlight the importance of year-round tourism, workforce development and the mainstreaming of sustainable and regenerative practices.
• A shift is emerging from traditional sustainability approaches toward regenerative tourism — models that restore ecosystems, strengthen culture, and create long-term community benefit.

This regional framing provided the foundation for the more project-oriented presentations that followed.

2. ClineDest – Climate-Neutral Destinations for the Baltic Sea Region

Presented by Magda Leszczyna-Rzucidło, EUSBSR PA Tourism Coordinator, Pomorskie Tourist Board

As the Pomorskie Tourist Board is a project partner, Magda also introduced the ClineDest (Climate Neutral Destinations) Interreg BSR Project. The project focuses on equipping destinations and tourism businesses with the skills, tools and networks needed to reduce emissions and build climate-resilient business models. To know the project better, check their website: https://interreg-baltic.eu/project/clinedest/

She highlighted the project’s main areas of work:

• Supporting tourism SMEs and DMOs in implementing low-carbon solutions.
• Developing methods and tools for emissions measurement and reduction.
• Designing climate-neutral visitor experiences that reflect changing traveller expectations.
• Strengthening cooperation among Baltic cities through a regional network for climate-neutral destination development.

ClineDest illustrated how climate action in tourism can be translated into practical, operational steps for destinations.

3. RegenT – Regenerative Tourism for Nature, Culture and Communities

Presented by James Simpson, NOVIA University, Finland

James Simpson presented RegenT, a project platform promoting a shift from sustainability to regeneration — building destinations that give back more than they take. Read more about the platform: https://interreg-baltic.eu/project/regent/

His key points included:

• Regenerative tourism begins with the needs of local communities and ecosystems rather than market pressures.
• Visitors can contribute to the restoration of nature, cultural safeguarding and local livelihoods.
• Regeneration requires collaboration between municipalities, businesses, landowners, farmers, heritage institutions and protected areas.
• Examples from around the Baltic Sea — including revitalisation of traditional skills, restoration of cultural landscapes and ecological stewardship — show that regenerative tourism is already attainable and scalable.

RegenT positioned tourism as an instrument of long-term renewal rather than mere impact mitigation.

4. University of Gdańsk – Destination Challenges and Response Strategies

Presented by Dr Aleksandra Koszarek-Cyra, University of Gdańsk, Poland

Dr Aleksandra Koszarek-Cyra provided an analytical, evidence-based perspective on the structural challenges facing Baltic destinations and the policy responses needed to address them effectively.

She outlined four interconnected areas:

1. Economic challenges Dependence on mass tourism, seasonality, profit leakage and limited innovation.

• Environmental challenges Coastal erosion, pollution, infrastructure pressure and growing climate risks.

• Social challenges Resident–tourist conflict, gentrification, rising living costs and low job quality.

• Cultural challenges Loss of authenticity, cultural commercialisation and heritage management tensions.

Aleksandra presented a “Sustainable Tourism Response Matrix” linking each challenge with specific actionable responses and real-world examples. This offered cities clear pathways to implement tourism policies aligned with climate action, community wellbeing and long-term destination resilience.

Summary

The UBC network unites the very actors who shape how tourism intersects with everyday urban life — from city planners and environmental departments to cultural offices, sustainability teams and destination managers. This multidisciplinary community makes UBC an ideal platform for discussing the future of climate-neutral and regenerative tourism.

Municipalities are uniquely positioned at the frontline of tourism impacts and climate responsibilities. They oversee the systems that define tourism’s footprint: mobility, waste management, spatial planning and essential infrastructure. Bringing these perspectives together enables cities to design more holistic, future-oriented tourism policies.

The Baltic Sea Region, with its strong tradition of environmental cooperation and innovation, provides fertile ground for scaling new models of sustainable and regenerative tourism.

The session offered participants practical tools, strategic insights and inspiration to advance their own local pathways toward climate-neutral and regenerative destinations — reinforcing the role of UBC cities as leaders in this transition.

The article was originally published: https://eusbsr.eu/climate-neutral-regenerative-tourism-in-baltic-cities-from-ambition-to-action

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