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Purpose – This case study urges the future of visitor economy to rely on regenerative tourism to make tourism systems resilience in the long run. Design/methodology/approach – The paper draws on published research and industry reports to discuss the future visitor economy and its impact on all dimensions of well-being focused on the case of Aotearoa New Zealand. Findings – Results show that post-pandemic tourism transformation must protect and promote local identities, and enhance and enrich visitor experiences with a focus on cultural and natural heritage. Originality/value – The recovery of tourism must not implement regenerative tourism as a new specific type of tourism but as a holistic understanding of tourism futures that encompasses communities and the environment, and where visitors are committed to preserve and protect our natural and socio-cultural environment.