This paper reports on the Regenerative Tourism Conference, organised in Barcelona in September 2022, by the Catalan Tourism Board and NECSTouR. The outcomes of the event are presented through personas that represent all players in destinations as part of a living system. The personas described are DMOs, Businesses, Associations, the Local Community, the Visitor and the Place. All of them were directly or indirectly portrayed during the conference. In this paper, each of them has been explained by reflecting on their characteristics and challenges and are accompanied by real-life cases.

1. PERSONA 1: Destination Management & Marketing Organisations.
2. PERSONA 2: Businesses.
3. PERSONA 3: Associations.
4. PERSONA 4: Local community (imaginary)
5. PERSONA 5: The Place (imaginary)
6. PERSONA 6: The Visitor (imaginary)