Regenerative tourism has been gaining momentum recently because of the need to create transformational change at the destination level beyond sustainability. This study explores the challenges and strategies involved in engaging with regenerative tourism from the perspective of tourism social enterprises, recognized as key stakeholders in developing regenerative principles from the ground up. We employ social movement theory to analyze interviews with fifty-seven social entrepreneurs globally. The findings capture tourism social enterprises' key challenges and strategies for engagement in regenerative tourism. Theoretical implications include the first use of social movement theory as a framework for understanding regenerative tourism. Practitioner implications provide insights into fostering cross-fertilization of ideas between tourism and other sectors and educating tourists on a regenerative mindset through the application of social movement strategies.