From overtourism to regeneration: How JOMO and slow travel are reshaping sustainable tourism
While FOMO fuels overtourism, JOMO inspires mindful, slow travel. Discover how destinations like Phuket embrace regeneration, transforming tourism into a sustainable, community-driven movement aligned with wellness and deeper connections.
Words by Liam Aran Barnes | Eco Stay Awards Co-founder
FOMO and overtourism has left scars on some of the world’s most iconic destinations. But in places like Phuket, change is underway. Community-led initiatives are restoring beaches, protecting marine life, and rethinking tourism.
Meanwhile, travellers are embracing the Joy of Missing Out (JOMO)—choosing slower, more intentional journeys that reflect their values and align with regenerative tourism principles.
Industry leaders explored these intersecting trends at the Thailand Tourism Forum (TTF) 2025.
The conclusion? Traveller behaviours and destination management must evolve together if we’re to create meaningful, sustainable tourism.
“Wellness is no longer about spas; it’s about getting outside and enjoying a healthier lifestyle,” said Bill Barnett, Managing Director of C9 Hotelworks and founder of TTF.
“Guests are staying longer, and spending habits are changing with the concept of longevity a potent force in the new luxury market.”
Barnett’s observations reflect how wellness has become integral to redefining luxury travel.
Complementing this, David Johnson, CEO of Delivering Asia, highlighted how changing traveller psychology is driving the rise of JOMO.
What is JOMO, and why does it matter for sustainable tourism?
“JOMO has emerged as a direct response to the post-COVID surge in FOMO-driven travel,” said Johnson.
“As travellers rushed to make up for lost time, many quickly realised the need for a more intentional, restorative approach to travel. JOMO is about embracing deeper, more meaningful experiences that resonate long after the journey ends.”
As destinations grapple with overtourism’s aftermath, the rise of JOMO reflects travellers’ growing appetite for experiences that are both restorative and responsible.
Regenerative tourism offers the infrastructure to meet this demand.
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JOMO signals a growing desire for slower, more mindful travel that reduces environmental and cultural strain.
Regenerative tourism, meanwhile, actively restores and improves destinations, creating a framework for meaningful change.
“Tourism is evolving into a more equitable and sustainable practice that benefits both people and the planet,” said Samantha Smits, a sustainable tourism consultant quoted in the Better Routes Collective’s 2025 trends report.
JOMO starts with individual traveller behaviours, but it’s regenerative tourism that creates the framework for lasting impact.
Together, they foster a cycle where longer stays, local immersion and off-season travel directly support initiatives like reforestation, coral restoration, and community-led tourism.
A growing preference for unplugged vacations, highlighted in Expedia’s Unpack ’25 Trends, reflects a broader desire for tech-free, mindful travel, helping to reduce the strain on heavily visited destinations by promoting deeper connections to nature and culture.
This symbiosis highlights a critical reality: JOMO is only as effective as the options destinations provide.
Without genuine regeneration efforts, slower travel risks becoming yet another fad.
How Phuket is leading the way in regenerative tourism
Phuket offers a compelling example of how destinations can rise to this challenge, transforming the pressures of overtourism into opportunities for meaningful change.
The crown jewel of Thai tourism has long been synonymous with mass tourism, but its narrative is changing.
From waste reduction to marine conservation, it’s becoming a hub for regenerative tourism.
“Phuket is a case study for how a destination can balance high visitor numbers with long-term environmental and social goals,” says Barnett, who is also an Eco Stay Awards judge.
Initiatives like the Phuket Hotels for Islands Sustaining Tourism (PHIST) event tackle single-use plastics, promote energy efficiency, and improve waste management.
Since its inception, PHIST has seen 200-plus hotels commit to phasing out single-use plastics, while local waste management schemes are diverting increasing volumes of waste from landfill.
Meanwhile, the Mai Khao Marine Turtle Foundation restores marine biodiversity, protecting sea turtles and coral reefs.
Over the past five years, the foundation has rehabilitated more than 50 injured turtles and planted coral fragments across 500 square metres of reef.
Phuket demonstrates how destinations can transform the challenges of overtourism into opportunities for regeneration.
But these successes have not come without hurdles.
Coordinating efforts among hotels, local governments, and NGOs has required significant collaboration, while some operators remain resistant to change due to perceived costs.
In 2026, the island will host the Global Sustainable Tourism Council (GSTC) Conference, bringing together more than 700 participants from 60 countries to share insights and inspire further innovation. Phuket’s progress positions it as a blueprint for destinations seeking to balance tourism growth with environmental restoration.
This event underscores the island’s leadership in sustainable tourism and also highlights the tangible benefits of regeneration. From economic resilience to enhanced guest experiences, destinations like Phuket are proving that sustainability can drive profitability.
The economic benefits of sustainable tourism
Destinations that embrace sustainability often see stronger economic returns by attracting travellers who value local, high-quality experiences.
“Community-led tourism ensures that financial benefits stay within local economies,” Smits says.
“Unlike traditional tourism models, which can sideline local businesses, regenerative approaches empower residents to shape and benefit from tourism activities directly.”
Again, Phuket exemplifies this.
Hotels working with local suppliers to reduce waste and prioritise local goods are strengthening regional supply chains.
For instance, a network of small-scale farmers now supplies fresh, organic produce to major resorts, boosting rural incomes while reducing the island’s reliance on imported food.
Marine conservation programs often attract eco-conscious travellers who directly contribute to preservation efforts. The Mai Khao Marine Turtle Foundation, for example, raises significant funds through events like turtle releases and donations. In recent years, the foundation has raised funds to support critical conservation efforts, including coral restoration projects and community outreach programs focused on endangered sea turtles.
These initiatives also enhance the guest experience, as travellers increasingly seek opportunities to engage with the destinations they visit.
“Regenerative tourism isn’t just about doing less harm—it’s about creating something better for everyone involved,” Barnett says.
Overcoming challenges to regenerative travel
Regenerative tourism offers undeniable opportunities, but its adoption comes with significant challenges.
Realising meaningful regeneration requires investment, cross-sector collaboration, and a departure from conventional tourism models that prioritise short-term gains over long-term sustainability.
Phuket’s experience highlights these hurdles. Coordinating efforts between hoteliers, government agencies, and NGOs has proven complex, with some operators hesitant to change due to concerns about upfront costs.
“The real challenge is changing mindsets,” Barnett adds.
“Many still view sustainability as an expense rather than an investment in long-term resilience.”
Technology is playing a crucial role in overcoming these barriers. AI and big data are helping destinations like Phuket monitor emissions, optimise resources, and pinpoint areas for improvement. For example, Phuket Old Town Carbon Neutrality 2030 integrates smart systems to track emissions, while data-driven insights guide conservation efforts.
But while AI-driven insights are invaluable, the true power of data lies in its ability to drive action.
As Bhummikitti Ruktaengam, Chairman of the Sustainable Tourism Development Foundation, explains, “It’s not enough to monitor emissions—we need every stakeholder on board to make meaningful progress.”
Without collaboration, insights will remain just that—insights, not action.
A new era for tourism: Authenticity, responsibility, and transformation
Indeed, travel in 2025 is being redefined by authenticity and responsibility.
JOMO reflects a traveller-driven shift toward intentional, restorative experiences, while regenerative tourism offers the systemic framework to make these journeys impactful—for people, communities, and the planet.
“This is the future of travel,” says Delivering Asia’s Johnson.
“It’s about creating experiences that connect people to the planet, prioritising health, happiness, and positive impact.”
Destinations like Phuket prove that tourism can do more than preserve—it can transform.
By aligning traveller desires with environmental and community goals, the hospitality industry has the power to shape a sustainable, equitable future.
The opportunity to act is now.
The industry has the chance to lead the charge toward regeneration, reshaping tourism for a better future.
How we embrace this moment will define the legacy of modern travel—a legacy built on resilience, innovation, and a commitment to leaving the world better than we found it.