This study focuses on the implementation of a regenerative tourism project at Rancho Dourado, referred to as a Sustainable Demonstration Unit (SDU), located in Três Rios, RJ, a mountainous region. Within this context, an action plan was developed with the purpose of facilitating the adoption of this business model in rural areas. The main focus of this study is to present a business model with two interconnected components, one for profit, supporting a philanthropic one. The principles of permaculture and ecosophy form an ethical foundation that guides action, emphasizing the perception of interdependence among all living beings on the planet. Regenerative tourism stands out as a response to environmental and social concerns. It requires a responsible, integrated, and systemic approach to ensure itssustainability as an economic activity. In the specific context of Três Rios, where the SDU is located, the municipality faces serious environmental issues due to the intensive exploitation of natural resources, including deforestation, livestock farming, industrialization, and real estate speculation, resulting in a barren landscape and significant reduction in forest coverage. Therefore, the implementation of regenerative tourism in Três Rios is considered beneficial, with the potential to generate a positive and regenerative impact on the municipality, counteracting the climate,social, and environmental challenges faced by the region. The Sustainable Demonstration Unit (SDU) plays a fundamental role as an attraction and practical sustainability laboratory for this business model.