THE FIRST MILE
NorReg: A platform for Nordic Regenerative Tourism

In Brief

The First Mile(™) is an activation program designed to accelerate the regenerative journey of tourism companies across the Nordics through low-investment, easy-to-adopt, and impactful tactics based on behavior change.

The full regenerative journey will require long-term investment-intensive infrastructure, policy, and technology transformations, which feel daunting and extend into the distant future. While long-term thinking is needed, The First Mile(™) is designed to activate progress and immediate successes today through easy-to-execute changes in the behavior and choices of travelers, tourism workers, and service providers.

This resource page presents an activation set that can help any tourism business in the Nordics make a smart start on its journey to regenerative practices.