Rural Tourism
What Do We Mean by Rural Tourism?
According to the definition adopted by UN Tourism, rural tourism is a form of tourism in which travellers experience the natural and cultural heritage of rural territories. What matters is the place, not the reason for travel or the specific activity. That is why UN Tourism also specifies the characteristics that a rural, non-urban territory should have:
- it has low population density
- land use is mainly oriented towards agriculture and forestry
- the population has preserved traditional ways of living and working
In light of this definition, it is clear that many different products, services and tourism experiences can be included within rural tourism. Among them are food-and-wine experiences, which, as we know, often take place in these territories.
This term is not synonymous with “agriturismo”, which in Italy refers to hospitality, dining or other tourism services hosted within a working farm.
Why Invest in Rural Tourism?
Enhancing rural tourism creates new opportunities for territories that often suffer from economic marginality and depopulation. Tourism increases their visibility and can stimulate diversification and innovation in agricultural economies, generating benefits that extend to the whole community rather than to the directly involved sectors alone. It can also support processes of rediscovery, protection and enhancement of local cultural heritage.
Today, travellers’ growing interest in wellbeing, open and natural spaces, and the desire to discover food and wine culture in all its forms can support tourism development in rural areas. At the same time, there are objective limits that can reduce reach and effectiveness: infrastructure and digital gaps, youth outmigration caused by lack of opportunities, and a shortage of adequately trained professionals able to welcome visitors. These are real challenges that must be taken into account if rural tourism is to grow in a sustainable way.
UN Tourism devotes strong attention to this topic. For more information: https://www.unwto.org/rural-tourism.