By Nicola Gryczka Kirsch | Source: Hospitality Net

What if hospitality didn’t just sustain, but actually restored ecosystems, communities, and the human spirit? This question found a beautiful answer deep in Brazil’s Atlantic Forest at Ibiti Projeto. Over 40 years, Ibiti transformed once-degraded land into a vibrant refuge for wildlife while empowering local people to become entrepreneurs and stewards of their future.

Ibiti: More Than Just a Place

Ibiti started in 1982 as a brave experiment — a living lab where nature and people grow together. It has restored over 6,000 hectares of land, bringing back endangered species like northern muriqui monkeys, tapirs, and soon the majestic Harpy Eagles. More than just nature, Ibiti has sparked a community renaissance, with over 300 people working in businesses aligned with the project’s values. Imagine a village once nearly abandoned by rural migration now humming with life and creativity.

Regenerative Hospitality: A Step Beyond Sustainability

Unlike sustainability, which aims to reduce harm, regenerative hospitality actively improves the health of ecosystems and communities. Here, guests aren’t just visitors but part of a living system, sharing daily life and meals with locals. That close connection breaks down barriers and builds respect — for people, for nature, and for the possibilities that come from working together.

Lessons From Ibiti’s Journey

Three big ideas stand out:
– Put life at the center — not just human comfort or conservation, but the entire web of relationships.
– Empower communities — move from employees to entrepreneurs.
– Let nature lead — design systems inspired by ecological processes and adaptable to change.

These principles aren’t limited to Ibiti or Brazil; they can be applied anywhere with commitment and collaboration.

I first fell in love with Ibiti in 2019, and revisiting it recently deepened that love. Walking through the restored forests and meeting local entrepreneurs gave me hope — this isn’t just a dream, it’s a powerful, replicable model for the world.

What If We All Embraced Regeneration?

What if more hospitality leaders saw their destinations as living, breathing systems? The courage to redefine success—to count prosperity in ecosystem health, community resilience, and human wellbeing—could transform how we travel and live.

Ibiti shows us the way. It’s time to move beyond sustainability and create places that leave guests, communities, and ecosystems better than we found them.

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“Regeneration is a collective act. When hospitality leads with life, magic happens.” — Nicola Gryczka Kirsch