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WeNaTour: Sustainable Destination Management with a Focus on Nature, Health and Well-being

Tourism and Leisure ManagementResearch
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An Erasmus+ project equipping professionals with the skills for sustainable tourism.

In recent years, economic and environmental crises have brought about significant changes in the tourism sector, highlighting both emerging visitor needs and existing gaps in tourism offerings. Today, travellers are increasingly seeking meaningful nature-based experiences that foster a more conscious and sustainable relationship with the natural environment. At the same time, these experiences are expected to generate positive social value for local communities and contribute to regional development.
As a result, the tourism industry faces new challenges. Sustainable practices need to be more firmly embedded in tourism products and destination management processes, while scientific evidence and international standards, such as those developed by the Global Sustainable Tourism Council (GSTC), must be taken into account.

At the same time, new market opportunities are emerging. Green Care tourism, at the intersection of nature, agriculture and tourism, as well as health and well-being tourism, offer considerable potential for innovative tourism products and new development opportunities for destinations and tourism businesses.
Against this backdrop, the Erasmus+ project WeNaTour (Welfare, Nature and Tourism) was launched. This three-year European project aims to equip tourism professionals with the skills needed for a more sustainable tourism sector while unlocking new market segments centred on nature, health and well-being.
 

Mit WeNaTour setzen europäische Projektpartner neue Impulse für nachhaltigen Tourismus und präsentieren innovative Praxisbeispiele aus Österreich.

WeNaTour brings together twelve European partners from higher education institutions, consultancy organisations and non-profit organisations. In Austria, the project is implemented by IMC Krems University of Applied Sciences, Carinthia University of Applied Sciences and the Austrian Research Centre for Forests (BFW). Together, these institutions contribute their expertise in sustainable tourism, destination development, health and nature, as well as forestry and environmental research. The international consortium is coordinated by the University of Padua (Italy).

A key focus of the project has been identifying future skills requirements and educational needs within the tourism sector. To achieve this, the consortium analysed current trends and challenges and examined numerous case studies from across Europe. Based on these findings, comprehensive training programmes were developed for students and tourism professionals.

Project outcomes include:

  • two multidisciplinary e-learning courses for students and tourism professionals;
  • two international specialisation programmes in Austria and Italy;
  • one university-accredited micro-credential course;
  • four freely accessible webinars featuring international experts; and
  • the establishment of an international knowledge-sharing network – the WeNaTour Alliance.

The programmes have already been successfully delivered. To date, 176 certificates have been awarded to participants from 72 countries. The strong international interest demonstrates both the relevance of the topic and the high quality of the educational offer.

The practical examples presented during the press conference illustrate how sustainability, health, well-being and regional development can be successfully integrated into tourism practice in Austria.

Austrian Best Practice Examples Showcase New Approaches to Sustainable Nature-Based Tourism

Traditional Knowledge as a Tourism Resource: TEH

Traditional European Medicine (TEH) in the Pinzgau region of Salzburg preserves and promotes centuries-old knowledge of medicinal herbs, trees and natural healing methods. Through training courses, seminars and workshops, this knowledge is passed on and transformed into authentic visitor experiences in collaboration with tourism partners, including guided herb walks and activities at the alpine herb garden Berg der Sinne ("Mountain of the Senses") in Leogang.
"TEH is an excellent example of how traditional knowledge can be preserved across generations while being integrated into contemporary tourism experiences. This creates authentic visitor experiences with a strong regional identity and a clear commitment to sustainability," explains Claudia Bauer-Krösbacher from IMC Krems University of Applied Sciences.

Göttweig Healing Forest: Nature as a Space for Health

In June 2025, the Göttweig Healing Forest became Austria's first certified healing forest. The initiative combines nature, health and tourism, creating an innovative environment for recreation, health promotion and nature experiences. The site focuses on four key themes: social interaction, relaxation, physical activity and spirituality, offering forest-based educational, therapeutic and health-promoting programmes. It responds to the growing demand for nature-based health and well-being experiences.
"The Göttweig Healing Forest demonstrates that nature is much more than a backdrop for tourism activities—it can become a central space for health, well-being and meaningful experiences. As everyday pressures continue to increase, such initiatives are becoming increasingly valuable for both visitors and local communities," says Claudia Bauer-Krösbacher (IMC Krems).

Green Care Tourism: Combining Nature, Agriculture and Social Value

Green Care tourism brings together agriculture, forestry, nature, health, education and social responsibility. Its core objective is to create experiences that reconnect people with nature while generating positive social impact.
These concepts open up new income opportunities for agricultural and forestry businesses, strengthen rural regions and create tourism experiences that deliver both social and environmental benefits.
"Green Care initiatives demonstrate how agriculture, forestry, nature, health and tourism can successfully work together. The result is innovative tourism products that generate clear benefits for society and regional development," explains Dominik Mühlberger from the Austrian Research Centre for Forests.

Dark Sky Tourism: Sustainable Nature Experiences Beneath the Night Sky

Dark Sky tourism creates unique visitor experiences by encouraging people to appreciate natural darkness and the beauty of the night sky. At the same time, it raises awareness of the impacts of light pollution on human health, wildlife and entire ecosystems.
Through stargazing activities, guided night walks and educational programmes, new tourism products are emerging that combine nature experiences, environmental education and sustainability.
"Dark Sky tourism highlights the value of natural darkness as an important natural resource. At the same time, it raises awareness of sustainability and nature conservation while offering destinations new opportunities to strengthen their tourism profile," says Klaus Friedrich from Carinthia University of Applied Sciences.

Tourism that Benefits People, Regions and the Environment

The examples of TEH, the Göttweig Healing Forest, Green Care tourism and Dark Sky tourism demonstrate how nature, health, education and regional development can be successfully combined. They highlight the potential of innovative tourism products that benefit visitors while creating lasting value for local communities.

Through WeNaTour, the necessary skills, educational programmes and international networks have been developed to support this transformation. The project therefore makes an important contribution to preparing tourism professionals for the future challenges of the sector while supporting sustainable development in destinations and tourism businesses alike.

 

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