As part of the EU-funded GoNaturePositive! project, five sectoral briefs were developed to explore how key economic sectors can contribute to a nature-positive economy. Covering agri-food systems, built environment, forestry, tourism, and the blue economy, these concise documents present the challenges, opportunities, and policy recommendations needed to transform these sectors – helping balance economic activity with ecosystem health and biodiversity conservation. The briefs are designed to guide upcoming project activities, including setting priorities, tackling policy barriers, and supporting targeted actions at project pilot sites. This brief - focusing on the tourism sector - highlights that tourism contributes around 10% of the EU´s GDP, but also places significant pressure on biodiversity and ecosystems through infrastructure expansion, overuse of natural areas, and mass tourism. Strategies such as eco- and regenerative tourism can enhance conservation, empower local communities, and drive regional development. To support this transition, EU policy must move beyond voluntary initiatives, introducing binding targets, strong accountability mechanisms, and targeted financial tools. Prioritising low-impact infrastructure, inclusive destination planning, and green business models will be key.