Heightened attention has been applied to the concept of regenerative tourism in recent years, with notable attention beginning to sprout in the aftermath of the Covid-19 pandemic. This period presented the tourism industry with an opportunity to reflect on the current approach to tourism; an approach which has seemingly failed to address the core issues in which it generates. Discontent with the current conventional approach has resulted in heightened attention on the immense possibilities regenerative tourism may harbour. However, despite heightened attention, the understanding and implementation of regenerative tourism is rather ambiguous, and it is evident that further insights are required. Thus, the aim of this research was to explore the highly relevant topic by focusing on a region which aims to become a European leader in the concept by 2032. Insights were obtained by conducting six in depth semi structured interviews with businesses who currently have a connection with the concept. The findings indicate that the understanding the businesses possess is largely uniform on a holistic level, but various discrepancies are present. In addition, applying focus on how the understanding is operationalised, unveiled key practices, which manifest into a strong sense of community collaboration and stewardship, a desire to acquire and share knowledge, accompanied by practices which revitalise both natural and cultural heritage. The obtained insights not only contribute to the growing body of literature on this highly relevant topic, but also provide key insights into tangible practices from an industry perspective, thus, supplying both theoretical and practical insights.