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The aims of this paper are to share how one cohort of tourism practitioners viewed the transformative change needed within the tourism industry and to explore the implications for leadership in the future.

The research design is based on a virtual whiteboard brainstorming activity incorporating both the individual and collective thinking of 20 participants in a global cohort class. Using conversational techniques to elicit cognitive knowledge and felt experience, the methodology generates shared understandings about the opportunities and challenges of implementing regenerative tourism.

The conversations reported in the findings of this paper provide important insights into the challenges and opportunities faced by tourism professionals as enablers of regenerative tourism. Findings included, first, that participants within the course demonstrated characteristics of transformational leadership including a strong moral positioning, embodied self-awareness, collaboration and collective action. Second, specific points of inertia that impede regenerative tourism are identified including embedded culture, power and organisational structures. Third, professionals are calling for practical tools, new frames of reference, and examples to help communicate regenerative tourism.

This is a viewpoint, not a research paper. Nonetheless, it provides a rich vein of future research in terms of disruptive pedagogy, potentially gendered interest in regenerative tourism, issues of transforming the next generation and power.

Governance, organisational, destination management strategies, planning and policy frameworks, individual issues as well as contradictions within the tourism system were revealed. Transformative change in an uncertain future requires transformational leadership, characterised by moral character and behaviours that trigger empowered responses.

This paper shares insights from a unique global cohort class of tourism professionals wherein the challenges and opportunities for regenerative tourism are identified. The methodology is unusual in that it incorporates both individual and collective thinking through which shared understandings emerge.