doi:10.3389/fspor.2025.1640346engAibar, AlbertoGenerelo Lanaspa, EduardoJulián Clemente, José AntonioCorral-Abos, AnaBermejo, GemmaBeltrán-Carrillo, Vicente J.An image, an idea: expert insights on guiding principles for promoting physical activityART-2025-146729This study explores the guiding principles for promoting physical activity (PA) based on the perspectives of internationally recognized experts. Using qualitative methodologies and visual techniques, including photo-elicitation, present research gathered insights from 50 experts across 13 countries. Findings highlight the importance of adopting multilevel and multicomponent approaches that integrate individual, social and environmental factors. At an individual level, motivation, enjoyment and motor competence are key for sustaining active lifestyles. Social influences, particularly from relatives, peers, educators and the media, play a critical role in fostering supportive environments that encourage PA, with gender perspectives and the needs of marginalized groups being important to also consider. Additionally, the physical environment emerged as a decisive factor, with experts stressing the importance of safe, accessible and pleasant urban spaces that promote active transportation and spontaneous play. Present findings provide a comprehensive framework for designing more effective and sustainable PA promotion strategies, ensuring that interventions move beyond isolated initiatives and become embedded within broader social, educational and political contexts. This report offers valuable insights to inspire future dialogue and collective action, ultimately contributing to healthier, more active and equitable societies.2025http://zaguan.unizar.es/record/16530710.3389/fspor.2025.1640346http://zaguan.unizar.es/record/165307oai:zaguan.unizar.es:165307info:eu-repo/grantAgreement/ES/DGA/S17-23Rinfo:eu-repo/grantAgreement/ES/FEDER/POCTEFA-2014-2020Frontiers in Sports and Active Living 7 (2025), [14 pp.]byhttps://creativecommons.org/licenses/by/4.0/deed.esinfo:eu-repo/semantics/openAccess